Almost as prevalent as blind social media evangelism is the level of fatigue and ennui around it.

It’s a tough thing, being in a nascent industry, just like in a growing company. There are pain points and obstacles. There’s disillusionment, frustration, disorganization as the real-life challenges make themselves known, and when we’re discovering more questions than answers. We feel like there’s more, but we can’t always see what it is or where we’re headed, and people are impatient for answers lest we be blasted for “talking and not doing”.

Certainly, when and if we start off enamored of something that’s new and exciting, it’s easy for that to wane when the luster wears off, when the difficult questions arise, and the hard part of turning ideas into reality makes itself known.

Dealing with that frustration can take a couple of forms.

The Contrarian Approach

First, there’s the types that simply get frustrated or cynical – either at the industry or at the others in it – throw their hands up in the air, and cry foul for all of the reasons that something like social business cannot and will not succeed, and why those pursuing it are devoid of forethought or intelligence. Ironically and hypocritically, they’re often using the very media they’re reviling as their mechanism to take a loud, combative and unyielding stance.

The problem here is when thoughtful critique devolves into some odd sense of intellectual superiority or self-righteousness. When there are many pointed criticisms of people, of bad practices, of everything that’s wrong with the industry or the practitioners or the businesses that are exploring it, but rarely presentation of constructive alternatives or thorough explanation of rationales. It isn’t so much thoughtful debate as it is blunt defiance, which isn’t really helpful for anyone.

We’ve all seen it, and it can be easy to get swept up in. Because we look at that and say “If they’re so vehement in their critique, there must be something I’m missing”. We certainly don’t want someone to think we’re chasing unicorns and rainbows. We want to belong to the crowd that “gets it”, not the crowd that doesn’t. We definitely do not want to be an idealistic fool.  Plus, we love our controversy and conflict.

The Critical Approach

Then there’s the folks that have questions, doubts, hesitations, or frustrations. But the focus here becomes in putting those questions into hard practice through critical thinking, through some open-mindedness, through discussion and debate, through broadening or reshaping perspectives to bring in more and different information upon which to make decisions.

There’s no question that blind faith or unlimited optimism isn’t any more useful than outright dismissal of those same ideas.

But progress – especially in uncharted territory – requires asking loads of questions while carefully being aware of our own biases toward possible answers. It means shifting perspective a bit if we feel we’re being limited by where we currently stand, but for the purpose of furthering our own knowledge rather than stubbornly opposing someone else’s. It’s a subtle distinction, but it makes all the difference. Questioning things is important. But so often, we present ourselves as inquisitive when what we really are is prematurely defensive of a position we’ve already adopted.

Fatigue and frustration are created in the wake of digging the same trench over and over. We humans are remarkably resilient, determined, and progressive when we detect even the slightest bit of momentum. Creating that momentum means being willing to explore true critical thinking, where we’re willing to actually consider alternatives to the questions and conclusions we’ve already formed in our minds. That’s when debate becomes a tool for momentum, not an obstinate barrier to it.

The Value of Perseverance.

I too have been disillusioned, frustrated, felt lost. Not because I think social media is the second coming of all things and am shattered to learn differently. But because I’m working to draw maps that dont exist yet, and they’re not yet obvious or easy. That’s hard. You’re likely doing this too in some shape or form.

I’ve also fallen prey to my own confidence being shaken by the dismissiveness of others, the palpable stripping of the sheen of this industry and the inevitable settling of camps for and against and everything in between. I’ve doubted my own convictions, wondering if what I believed and saw here was simply a mirage, or badly misdirected judgment on my part around the fundamental shift I see taking place not just on the web, but within human relationships among individuals and businesses alike.

But this is the hard part. The test of wills and perseverance. When people have shiny object fatigue, and the balance begins to shift from rabid consumption and adoration of all things new and exciting to mainstreaming and settling of hype. When content creation itself is no longer remarkable, or when making it so seems to require shaking a tree even harder or perpetually creating controversy in order to be heard or seen. When it feels like uncertainty must give way to authority, even if there’s much yet to explore.

This is where the digging gets harder, through clay and rock. Understanding becomes a matter of nuance rather than generality. Trial and error becomes not just a sexy idea seen through the rose colored glasses of innovation, but a harsh reality of trying to create sustained change, even if rather quiet and incremental and arduous. When two steps back is the norm, and one step forward can very well be a monumental undertaking.

Our Paths Can Diverge

If you’re tired, that’s okay. If you’d rather do something else, that’s okay too. And by all means if you wish, please broaden your horizons or adjust your course for your own reasons to something that better suits you, your passions, your direction. We don’t all have to be driven by the same things, and I’ll personally cheer you on from over here (Go, Jen!).

But remember that declaring that you’re moving on doesn’t negate the legitimacy of others continuing to pursue the subject that has disenchanted you. They may see something different, or be digging for deeper context or meaning. Judging someone’s intent and insight from afar might just sell short something that’s compelling indeed in the hands or eyes of their unique perspective. Am I personally chasing windmills? I don’t think so. But only time will tell if I manage to make something of this, and you can feel free to tell me “I told you so” if you did, and if I’m wrong.

It’s a big ocean. We all have the beautiful freedom of pursuing what we wish, what we believe in, what we’re passionate about. What on earth are we doing if we’re not chasing the unknown thing that sparks us? We reward and celebrate those that draw the maps, not just those that chart familiar courses, and we certainly don’t pay mind for long to those that simply scoff at the pursuit of either.

I’m learning that. We’re starting to make peace with the uncertainty of our direction, and the belief that we indeed are grappling with something worthwhile.

And wherever your road may take you, know that justification and worth in the journey you’ve chosen is yours alone to find.