It’s Sort of Like This…
I’ve seen it happen many more times than once.
At the end of a presentation in a briefing or a workshop, where a topic is shared that is new, conceptual or maybe even complex; the presenter will ask “Any questions?”
And it happens…where one would expect that there might be at least a few (or possibly many) questions, there is silence.
It’s possible that it was simply a job well done. The presenter might have been effective at communicating the content. But every so often, if you watch the room closely, you’ll see a number of the participants looking around trying to figure out if they were the only ones who didn’t get it.
My belief has been that no one wants to ask the obvious question that they worry would make them look dumb. Maybe there’s a boss in the room, so that makes it even harder. But when it happens, it’s as if a collective fear descends and everyone swallows the questions they really want to be ask.
And this is unfortunate because one of the things that I’ve come strongly to believe in my time at IBM Interactive is that clarity is really important. In fact, I would go so far as to argue that creating clarity around concepts or goals or problems or users or any of many other multitudes of things is one of the most important enablers of a successful experience design effort.
I Think We’re Doing It Now…
And this is what I feel like we are doing now. We’re attaching social to all of these things…social media, social computing, social networking, social commerce, social customer support, social marketing, social learning, social business, etc. without stopping to be really clear about what it means for something to be “Social” (or how it is different or supposedly better from the non-Social version of what came before).
How to take back control of your own social networks - So this is actually one of my New Year’s resolutions. Yes, I know – complete geek. Happy to read the article though and have just activated the Publicize component within Jetpack.
A move away from mainstream social networks is already happening on several levels within the Occupy movements — from the local networks already set up for each occupation to an in-progress, overarching, international network project called Global Square, that Knutson is helping to build. Those networks are likely to be key to Occupy’s future, since nearly all of the largest encampments in the United States have been evicted — taking with them the physical spaces where activists communicated via the radically democratic General Assemblies.
via Occupy Geeks Are Building a Facebook for the 99% | Threat Level | Wired.com.
Forget destinations. Your brand is everywhere and nowhere.
This means that marketers will need to rethink how they approach content creation and distribution. They will need to understand how content will be broken down from the source and aggregated elsewhere across the web. This means that brands will be everywhere. And they will be nowhere. They will be surfacing on potentially any website, and they will no longer exist as a whole in any place with meaningful traffic – that does not also have aggregated content from elsewhere. As a concrete example, this means that marketers will need to stop thinking about their Facebook page as a destination – a place to drive traffic to, and instead start thinking about it as a platform for publishing – a place to create content that will surface in many places.
I’ve been saying something similar for a short while in a briefing here and there. Paul Adams says it better and more clearly.
Social Proof Is The New Marketing | TechCrunch via Alex Outwater
One challenge, which isn’t new, is the battle for consumer attention. If you’re looking to grow your user base, is there a best way to cost-effectively attract valuable users? I’m increasingly convinced the best way is by harnessing a concept called social proof, a relatively untapped gold mine in the age of the social web.
What is social proof? Put simply, it’s the positive influence created when someone finds out that others are doing something. It’s also known as informational social influence.