Look at the traditional tools like commercials, ads, press releases, newspapers, etc… These are practices and tools that could be taught because they are based on a systemized strategy. For the most part, they could all be simplified down to lists, rules, and guidelines, seperating the successful from the not so successful by who can be efficiently creative and can execute.
You may be thinking, “Well so can social media. I’ve seen plenty of expert’s social media strategy organized into lists”.
My point is that social media is simply the set tools that allow you to communicate in a different way…a human way. You can’t be taught how to communicate in a “real”, human way. You can advise on where, why and even how to use these tools but you can’t shave down human engagement to a few rules or guidelines and it takes more than a creative edge.
The traditional tools weren’t human; marketing, email, advertising, journalism and even PR. Many of the tools and “procedures” used by PR professionals were aimed at talking to people, not with them. They’re all tools that allowed for a “systemic” communication. Communication was meant to be efficient, not “real”. The concepts that have developed around social media tools aim to be both efficient and “real”.
Strategy and systematic approaches are only half of the game. You have to be real. Can you communicate with a real customer like a “real human”? Are you good at social media?
This is a post that I’ve had saved as a draft for some time, but haven’t been able to really develop my thoughts until I read Lauren Fernandez’s post and then Beth Harte’s comment on that post. (Surprised that these two got me thinking? I’m not…)