The above was the opening slide of a lecture about social media I gave as part of an ACA (Association of Canadian Advertisers) course that Jo-Ann teaches some weeks ago. And while I can’t link to the presentation proper without incurring the wrath of those who paid for it, I can talk a little bit about the title, where it came from and why it’s important.
We have three cats living in our house, all of whom are confirmed individualists. Even in the unlikely event these felines should evolve to develop opposable thumbs, co-operation with each other would not be at the top of their agenda. In cat-land, it’s everybody for themselves.
Us humans, on the other hand, are wired differently. We tend to do better in groups, in families, in tribes. From times immemorial we’ve raised cities, we formed communities, we built nations. Exchanging ideas, and working together towards a common goal, comes naturally to us, it’s the way we’re wired.
And that’s the simple reason why social media in all its manifestations has been as successful as it is. Social media allows us to be more of what we are, it allows us to do more of what comes naturally to us as a species. Exchange ideas, share emotions, build connections. Be human, only more so.
As a result, to get the most out of social media means that we need to understand and respect human nature. For companies this means to stop behaving like a company and to start behaving like an individual. When I call you, answer the phone. When you make a promise, keep it. When you speak to me, don’t hide behind jargon.
Simple stuff really, but for many, if not most, corporations out there quite a change of both heart and direction.
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