There’s a curious phenomenon afoot. We’re such social creatures now – at least in the online world – networked across every online node we can find.
We put our profile blurbs up and our photos and snippets of our daily lives. We post our thoughts and opinions and musings on things, and do our best to communicate to the world who we are via text and multimedia.
It was never proverbially okay to judge a book by its cover. But now, somehow it’s okay to judge that book by it’s Facebook or it’s Twitter page or a blog post?
Social media is enabling us to share like never before. But is it also encouraging us to take shortcuts to understanding people and what makes them tick? Are we comfortable making more assumptions than before simply because there’s that much more information available to go on? Are we helping marketers and communicators do their jobs better, or are we actually encouraging them to look at us one-dimensionally, and how do we shift that?
I’m thinking about the new books we’re writing and whether we’re creating a whole new set of covers to judge. What do you think?
Great thoughts, Amber!
I’ve always agreed with your sentiment that it’s silly to judge a book by its cover–but by the same token, I’ve always agreed that a picture speaks 1,000 words.
I’ve also asked many people one question: What happens when the cover is a picture? Is 1,000 words not good enough?
It is for this reason that I rarely judge book covers anymore, especially picture book covers.
I don’t know what this means for your new books and new covers, other than to suggest old habits don’t die easily. Keep smiling, keep changing your strategies and tactics, and your picture will keep changing–and that can only be a good thing.
Ari Herzogs last blog post..What is Your Favorite Blog Platform and Why?
Great thoughts, Amber!
I’ve always agreed with your sentiment that it’s silly to judge a book by its cover–but by the same token, I’ve always agreed that a picture speaks 1,000 words.
I’ve also asked many people one question: What happens when the cover is a picture? Is 1,000 words not good enough?
It is for this reason that I rarely judge book covers anymore, especially picture book covers.
I don’t know what this means for your new books and new covers, other than to suggest old habits don’t die easily. Keep smiling, keep changing your strategies and tactics, and your picture will keep changing–and that can only be a good thing.
Ari Herzogs last blog post..What is Your Favorite Blog Platform and Why?
Your point of view is interesting, but I think we made more baseless assumptions about people *before* social media than we do now. Before MySpace, Facebook, Twitter, etc., our only option was to look a person up on various search engines. Which resulted in mostly third-party information, which probably isn’t the best indicator of a person’s actual personality.
With social media, we can look up information generated *by* people, rather than just information *about* them. With social media tools, we get a wide glimpse into the three-dimensionality of the people who use those tools. Even if a person blogs/tweets/updates her status about work 90% of the time, we still get the other 10% that tells us about her family, her friends, her hobbies, etc.
I grant you that meeting in real life is the best way to get to know a person, but if you don’t have that option, I submit that meeting a person through social networking is the second best way.
Your point of view is interesting, but I think we made more baseless assumptions about people *before* social media than we do now. Before MySpace, Facebook, Twitter, etc., our only option was to look a person up on various search engines. Which resulted in mostly third-party information, which probably isn’t the best indicator of a person’s actual personality.
With social media, we can look up information generated *by* people, rather than just information *about* them. With social media tools, we get a wide glimpse into the three-dimensionality of the people who use those tools. Even if a person blogs/tweets/updates her status about work 90% of the time, we still get the other 10% that tells us about her family, her friends, her hobbies, etc.
I grant you that meeting in real life is the best way to get to know a person, but if you don’t have that option, I submit that meeting a person through social networking is the second best way.
Social media is really the domain of the user not the brand. We only share what we want and with whom we choose. So what a brand sees may or may not have anything to do with how we feel about the brand, the product or its marketing. We might be more interested in selling ourselves and sharing with our communities. I think the next frontier will be consumer centric marketing. We will tell a brand how we will be marketed to. We’ll present personal RFPs. I want a new TV, here’s who’s allowed to market to me, here are the terms, here is the required content, here is the deadline. OK, Sony, Sharp, Mitsubishi, play by my rules if you want to be considered. When that happens social media will work for both the consumer and the brand. At least when it comes to marketing.
Edward Boches
edwardbochess last blog post..Ad agencies are as clueless about social media as they still are about blog advertising, content sponsorship and presence management
Social media is really the domain of the user not the brand. We only share what we want and with whom we choose. So what a brand sees may or may not have anything to do with how we feel about the brand, the product or its marketing. We might be more interested in selling ourselves and sharing with our communities. I think the next frontier will be consumer centric marketing. We will tell a brand how we will be marketed to. We’ll present personal RFPs. I want a new TV, here’s who’s allowed to market to me, here are the terms, here is the required content, here is the deadline. OK, Sony, Sharp, Mitsubishi, play by my rules if you want to be considered. When that happens social media will work for both the consumer and the brand. At least when it comes to marketing.
Edward Boches
edwardbochess last blog post..Ad agencies are as clueless about social media as they still are about blog advertising, content sponsorship and presence management
Excellent thought starter and timely post. The truism that rings through for me is that we assume we know each other from our online covers. Sure, our guard is let down a bit when we meet someone in person that we’ve known online for a while. There is a minimal value of trust that is established. We know where they live, sort of.
But those covers can certainly be misleading. Mine no less than any. I had a person tell me recently they thought of me as a bad-ass tough guy with no filter who drinks a lot. Nothing bothered me until the “drinks a lot” part. Sure, working with alcohol brands lends itself to a certain image, but if I drink irresponsibly it jeopardizes my job, if not my life. That’s not a reputation I want and it certainly is not one that is accurate.
I think the whole personal branding issue comes to life here, too. Our companies see us in a different light (at least traditional ones do) when we have online lives … covers if you will. The problem is that we share everything but our true selves in many cases. No one knows the inner most feelings and thoughts of anyone online (particularly those of us who have significant professional profiles here) because if we share too much, it hurts business and makes us seem vulnerable.
I Tweeted last week that we should have an anonymous Twitter for when we just want to be sad, hurt, angry, frustrated, mad, etc. (Apparently SecretTweet.com existed already.) I thought that because I so needed to share some frustrations I was having but couldn’t because my agency, my clients and potential clients are watching my every move.
We are generating covers for ourselves and even for our companies. We need to remember that the cover is only the tip of the iceberg.
Nice thought starter. Off to SecretTweet.com now.
Excellent thought starter and timely post. The truism that rings through for me is that we assume we know each other from our online covers. Sure, our guard is let down a bit when we meet someone in person that we’ve known online for a while. There is a minimal value of trust that is established. We know where they live, sort of.
But those covers can certainly be misleading. Mine no less than any. I had a person tell me recently they thought of me as a bad-ass tough guy with no filter who drinks a lot. Nothing bothered me until the “drinks a lot” part. Sure, working with alcohol brands lends itself to a certain image, but if I drink irresponsibly it jeopardizes my job, if not my life. That’s not a reputation I want and it certainly is not one that is accurate.
I think the whole personal branding issue comes to life here, too. Our companies see us in a different light (at least traditional ones do) when we have online lives … covers if you will. The problem is that we share everything but our true selves in many cases. No one knows the inner most feelings and thoughts of anyone online (particularly those of us who have significant professional profiles here) because if we share too much, it hurts business and makes us seem vulnerable.
I Tweeted last week that we should have an anonymous Twitter for when we just want to be sad, hurt, angry, frustrated, mad, etc. (Apparently SecretTweet.com existed already.) I thought that because I so needed to share some frustrations I was having but couldn’t because my agency, my clients and potential clients are watching my every move.
We are generating covers for ourselves and even for our companies. We need to remember that the cover is only the tip of the iceberg.
Nice thought starter. Off to SecretTweet.com now.
I’ve found that you simply can not make assumptions about anyone in business. The dude in an Armani suit could be horrible at his job while the guy in the good will suit can be pulling in insane amounts of money. It has nothing to do with appearance, avatars and flash. Business is dominated by the interactions, conversations and meaningful relationships that you create.
Stuart Fosters last blog post..Failing Before You Start: 5 Marketing Tips for Start Ups
I’ve found that you simply can not make assumptions about anyone in business. The dude in an Armani suit could be horrible at his job while the guy in the good will suit can be pulling in insane amounts of money. It has nothing to do with appearance, avatars and flash. Business is dominated by the interactions, conversations and meaningful relationships that you create.
Stuart Fosters last blog post..Failing Before You Start: 5 Marketing Tips for Start Ups
And that’s why manicured personal brands suck. Because they are contrived book covers and lack the sincerity of a genuine relationship. That’s why I really like meeting people I meet online. It allows me to get a better feel for them.
Geoff Livingstons last blog post..Nice Guys Finish Last Online
And that’s why manicured personal brands suck. Because they are contrived book covers and lack the sincerity of a genuine relationship. That’s why I really like meeting people I meet online. It allows me to get a better feel for them.
Geoff Livingstons last blog post..Nice Guys Finish Last Online
I agree with tericee that we actually have more information about people then we ever have before. However, the risk is if we rely exclusively on social media to get to know people rather than direct personal interaction – phone calls, emails, meetings. Dive too deep or into social media exclusively you run the risk of actually being anti-social in the traditional sense of human interaction. Use social media as a catalyst for relationship building not a panacea.
I agree with tericee that we actually have more information about people then we ever have before. However, the risk is if we rely exclusively on social media to get to know people rather than direct personal interaction – phone calls, emails, meetings. Dive too deep or into social media exclusively you run the risk of actually being anti-social in the traditional sense of human interaction. Use social media as a catalyst for relationship building not a panacea.
Amber, This is a great post as it is a great reminder that we can’t judge a book by its cover. I don’t think that just because we can see bits and pieces of people’s lives online doesn’t mean we know them better or that we can draw a stronger conclusion about who they are as people. I agree with Geoff – it’s great to meet people online, and there are lots of fab people out there, but meeting them in person is better.
Susans last blog post..Ten conversations relevant to your customers
Amber, This is a great post as it is a great reminder that we can’t judge a book by its cover. I don’t think that just because we can see bits and pieces of people’s lives online doesn’t mean we know them better or that we can draw a stronger conclusion about who they are as people. I agree with Geoff – it’s great to meet people online, and there are lots of fab people out there, but meeting them in person is better.
Susans last blog post..Ten conversations relevant to your customers
In addition to working to meet those we see online, offline, perhaps it should be part of every marketer’s “best practices” to ask questions. “I noticed you tweeted this, can I make the assumption that…” It never hurts to ask.
Christa M. Millers last blog post..Branding police work via social media
In addition to working to meet those we see online, offline, perhaps it should be part of every marketer’s “best practices” to ask questions. “I noticed you tweeted this, can I make the assumption that…” It never hurts to ask.
Christa M. Millers last blog post..Branding police work via social media
We’ve always had to make assumptions about people to achieve our marketing aims. But, proportionally speaking, I think social media lets us make quite a few more assumptions about people without really learning all that much more about them.
I feel like there was a time when social media was a little more pure, a little less contrived; we didn’t have to monitor ourselves and our online presence so closely, we could just be ourselves, gripes and all. Maybe that’s when assumptions made most closely resembled the people we actually are. I doubt we’ll ever go back to that time, though.
I’m not sure how we can create a more multi-dimensional presence for marketers to take in, aside from proliferating trends that help us be more like our real selves and less like who the world wants us to be.
For the most accurate assessments, I think marketers have to take it offline. Focus groups. Brand enthusiasts, maybe? Social media as part of an holistic marketing strategy.
Teresa Basichs last blog post..Separation of Powers: Why Drawing Lines Between Generations Needs to Stop
We’ve always had to make assumptions about people to achieve our marketing aims. But, proportionally speaking, I think social media lets us make quite a few more assumptions about people without really learning all that much more about them.
I feel like there was a time when social media was a little more pure, a little less contrived; we didn’t have to monitor ourselves and our online presence so closely, we could just be ourselves, gripes and all. Maybe that’s when assumptions made most closely resembled the people we actually are. I doubt we’ll ever go back to that time, though.
I’m not sure how we can create a more multi-dimensional presence for marketers to take in, aside from proliferating trends that help us be more like our real selves and less like who the world wants us to be.
For the most accurate assessments, I think marketers have to take it offline. Focus groups. Brand enthusiasts, maybe? Social media as part of an holistic marketing strategy.
Teresa Basichs last blog post..Separation of Powers: Why Drawing Lines Between Generations Needs to Stop
Stuart and Geoff got here first and said what I wanted to say. 🙁
However, I would add to Theresa’s comment that while it is more important to monitor our online appearance, it is also possible to create a “real” online presence.
In the same way that some of the “Social Media Experts” with 10 blog posts over the past 2 years are cultivating a phony presence – a sincere person in any business can cultivate an authentic presence that becomes a resume. An online resource that is persistent and searchable.
A “book without a cover”, if you will.
@hdbbstephen on Twitters last blog post..The Paradox of Choice
Stuart and Geoff got here first and said what I wanted to say. 🙁
However, I would add to Theresa’s comment that while it is more important to monitor our online appearance, it is also possible to create a “real” online presence.
In the same way that some of the “Social Media Experts” with 10 blog posts over the past 2 years are cultivating a phony presence – a sincere person in any business can cultivate an authentic presence that becomes a resume. An online resource that is persistent and searchable.
A “book without a cover”, if you will.
@hdbbstephen on Twitters last blog post..The Paradox of Choice
Amber,
This is a great post! I’m taking it to a different level with my response.
I’m using all of my social resources (tools) to determine if the applicants/candidates for my assistant position are a good fit (personally) for this department; in addition to the resume and the references of course!
When I hire someone, it’s just as important to consider how that person will ‘fit-in’ with the great team that is already established. The social tools allow me a glimpse of personality, which enabled me to rule out about 5 potential interviews.
Interesting note: the only interview I am conducting (so-far) is of a person that was smart enough to assign permissions to their profiles on MySpace and Facebook. I need someone that understands both the values of privacy AND of being social. What is that called? Hmm, maybe responsibly social? In any case, it made a positive impression on me.
Thanks Amber, for the great conversation post!
Amber,
This is a great post! I’m taking it to a different level with my response.
I’m using all of my social resources (tools) to determine if the applicants/candidates for my assistant position are a good fit (personally) for this department; in addition to the resume and the references of course!
When I hire someone, it’s just as important to consider how that person will ‘fit-in’ with the great team that is already established. The social tools allow me a glimpse of personality, which enabled me to rule out about 5 potential interviews.
Interesting note: the only interview I am conducting (so-far) is of a person that was smart enough to assign permissions to their profiles on MySpace and Facebook. I need someone that understands both the values of privacy AND of being social. What is that called? Hmm, maybe responsibly social? In any case, it made a positive impression on me.
Thanks Amber, for the great conversation post!
@charity – so in a way you could say that you’re hiring for culture and training for skills. And in my mind, that’s the critical piece in almost any bit of corporate success. We tend to put culture in the back closet as a warm fuzzy, but it makes an immense difference. Love hearing what you’re up to.
Interesting thoughts, Amber. I’m inclined to think that those who would “judge by the cover” would always “judge by the cover”, no matter what the medium.
Social media enables us to engage people like never before. If people want to get to know me, it’s never been easier. So if there are those who want to take a snapshot judgment of my life (online or not) without getting to know the real person, so be it. C’est la vie.
Caleb Gardners last blog post..Inflection point
Interesting thoughts, Amber. I’m inclined to think that those who would “judge by the cover” would always “judge by the cover”, no matter what the medium.
Social media enables us to engage people like never before. If people want to get to know me, it’s never been easier. So if there are those who want to take a snapshot judgment of my life (online or not) without getting to know the real person, so be it. C’est la vie.
Caleb Gardners last blog post..Inflection point
I find it easy to make snap judgments when I see a single post or comment or tweet, but if I take the time to look at someone’s blog or Facebook/Twitter stream it’s amazing to see how much you can really learn about their thoughts, habits, desires…
That’s always been true, snap judgments vs. knowing someone, but I think social media makes the first option easier and the second option possible.
Global Patriots last blog post..10 Ways to Change the World Through Social Media
I find it easy to make snap judgments when I see a single post or comment or tweet, but if I take the time to look at someone’s blog or Facebook/Twitter stream it’s amazing to see how much you can really learn about their thoughts, habits, desires…
That’s always been true, snap judgments vs. knowing someone, but I think social media makes the first option easier and the second option possible.
Global Patriots last blog post..10 Ways to Change the World Through Social Media
Awesome post Amber!
To me, what it comes down to is personal branding. I can’t remember who I heard it from, but when you’re communicating online you’re transparent and open to interpretation. Every thing we do and every thing we say tells the public a little more about us regardless if we don’t perceive us to be that way.
If you think about it, our profile picture is the cover and content we publish whether it be on Facebook or Twitter is what defines us and ultimately gets judged.
I think we make it easier for marketers because we are literally telling them this is what I’m interested in, now go out and provide me something that has meaning to me.
Those are my thoughts. Look forward to your next blog.
David Onoues last blog post..
Awesome post Amber!
To me, what it comes down to is personal branding. I can’t remember who I heard it from, but when you’re communicating online you’re transparent and open to interpretation. Every thing we do and every thing we say tells the public a little more about us regardless if we don’t perceive us to be that way.
If you think about it, our profile picture is the cover and content we publish whether it be on Facebook or Twitter is what defines us and ultimately gets judged.
I think we make it easier for marketers because we are literally telling them this is what I’m interested in, now go out and provide me something that has meaning to me.
Those are my thoughts. Look forward to your next blog.
David Onoues last blog post..
Firstly thanks for the two downloads. After reading your articles I am certain they will be invigorating if not enlightening. Is there going to be a Social Media Starter Kit 2? Is it going to be priced?
As for book covers, most people even now do not judge a book by its covers. For an unknown book they go by
1 Blurbs
2 Synopsis
3 Authors bio
If possible a quick read of passages from the first few pages, one or two in middle and the last pages.
In a bookstore they try and talk to the storekeeper or whoever, especially about books of a similar genre.
A book on social media marketing should probably carry a short testimonial from a reputed body.
Firstly thanks for the two downloads. After reading your articles I am certain they will be invigorating if not enlightening. Is there going to be a Social Media Starter Kit 2? Is it going to be priced?
As for book covers, most people even now do not judge a book by its covers. For an unknown book they go by
1 Blurbs
2 Synopsis
3 Authors bio
If possible a quick read of passages from the first few pages, one or two in middle and the last pages.
In a bookstore they try and talk to the storekeeper or whoever, especially about books of a similar genre.
A book on social media marketing should probably carry a short testimonial from a reputed body.