While social media began as a social phenomenon, it quickly moved into our business and corporate lives. Whether it is Facebook, LinkedIn, Twitter, or a bevy of other options, there are some very useful ways we can use social media to help our businesses thrive.
However, I have observed a troubling social media trend. It is something I call “media masquerading as social media”. Let me explain.
We are used to the constant presence of media in our lives. Magazine & television advertisements, billboards and flashing coupons at the grocery store are constant reminders that media is vying for our attention. There is a quiet but important premise about media – we understand and accept that companies are trying to get our attention by telling us something! And it is one-way communication.
However, social media operates on a different premise. By definition, social media is about a social exchange between two parties. The term ‘social’ means that communication is not meant to be a one-way exchange. While media is one-way, it is my belief that social media must be two-way. However, I believe that the business use of social media is becoming increasingly one-way. Here are some recent examples from my life which illustrate this point.
While I lament this misuse of social media by some organizations, I have also experienced some effective ‘social’ experiences with organizations through their media channels as well.
Perhaps you view social media differently than I do, but I don’t mind the media aspect of it. That is, as long as it stays social and doesn’t merely become media. I suspect that social media outlets that drift into media-only feeds will have a short shelf-life.
Jeff Suderman is a futurist, professor, consultant and pracademic who works in the field of organizational development. He works with clients to improve leadership, teamwork, organizational alignment, strategy and organizational FutureReadiness. He resides in Palm Desert, California. Twitter: @jlsuderman. Email: email@example.com