I’m finally going to answer some of the questions that have been burning in your mind. The ones that your boss is demanding. The ones you say you aren’t getting from books or blogs or conference sessions. Ready?
Where does social media live in the organization?
Marketing.
How much time should we spend on content creation?
90 minutes per day per $5 million dollars of annual business revenue.
Should every business have a Facebook page?
Yes. Fan pages are better than groups.
What metrics should I track?
Number of followers, blog subscribers, share of conversation, % positive sentiment, and # of leads through Twitter.
There. Do you feel better?
Those aren’t my real answers, of course. The real answers are much more nuanced, aren’t they?
So before you dash off to restructure your plans, the drivers behind this are interesting. It’s our craving for a definitive answer, even if we have no evidence of whether or not it’s correct or appropriate for us.
There are so many “it depends” answers in everything from business to weight loss to marketing. But we don’t like “it depends” answers, because it doesn’t allow us to go back to the office and say to our boss “well, so-and-so said at our training session that we need six people for our social media team.”
We lust after the concrete, because it gives us security. Definitive direction. Instructions we can follow. Confidence that we’re on the right path, because someone else walked it before us (presumably). We find comfort in statistics, even if we haven’t determined their context or accuracy.
Because, put simply, we humans fundamentally want someone to tell us what to do.
Coming to our own conclusions carries with it risk, and the possibility of being wrong. Both of those increase the likelihood of blame if our conclusions were incorrect. It’s easier to point to someone else’s error in judgment than our own failed analysis. It’s safer.
Also, having a concrete answer makes it much easier for us to disagree or dismiss it as not possible. To make a case for why we can’t. 90 minutes a day to create content? Nope. Don’t have it. Moving on, then. (Phew.)
Analysis isn’t easy, nor is crafting your own plans and approach. It’s time consuming, and you’re never really done. But the only real way to get answers that pertain to you is to seek them out. By weighing options, evaluating needs against resources, taking into consideration people, time, personalities, available tools. Use examples, statistics, even almighty case studies as a guide, perhaps, but not as absolutes.
So when it comes to a hard and fast answer for life, the universe, and everything, your individual solution is out there, but you have to find it. Your “right” answer is custom-made. (Unless, of course, it’s 42.)
What do you think? What drives our quest for absolutes and definitives? Are you chasing hard answers because they’re easier, or because you really believe you’ll find clarity there? Have you experienced this?
Looking forward to your thoughts.
Short answer: Certainty comes with an ability to deflect blame.
I’m certain of it.
It takes no real faith, no real passion. If the numbers add up and the bottom-line is secure, there’s no real risk. I think that’s why we’re drawn to certainty. The What-Ifs scare the bejeebers out of us.
.-= Rick´s last blog ..easter =-.
Short answer: Certainty comes with an ability to deflect blame.
I’m certain of it.
It takes no real faith, no real passion. If the numbers add up and the bottom-line is secure, there’s no real risk. I think that’s why we’re drawn to certainty. The What-Ifs scare the bejeebers out of us.
.-= Rick´s last blog ..easter =-.
I think Rick’s comment nailed it: people want someone else to think for them.
When we have firm answers (or rules), we know what we need to do in order to succeed — or at least to please the people in charge.
Religion. Education. Politics. All benefit from practitioners who toe the line, meet the standards and think non-critically.
Creativity. Innovation. Enlightenment. All benefit from questioning conventional wisdom and disrupting the norm.
Being accountable to yourself is abstract, but being accountable to others is tangible. You may disagree with their rules, but at least you know what’s expected.
.-= Justin Kownacki´s last blog ..Is Social Media Just Peer Pressure? =-.
Justin,
You just said everything I was going to. Kudos for answering first!
Sara
.-= SaraKate´s last blog ..075. Change =-.
I think Rick’s comment nailed it: people want someone else to think for them.
When we have firm answers (or rules), we know what we need to do in order to succeed — or at least to please the people in charge.
Religion. Education. Politics. All benefit from practitioners who toe the line, meet the standards and think non-critically.
Creativity. Innovation. Enlightenment. All benefit from questioning conventional wisdom and disrupting the norm.
Being accountable to yourself is abstract, but being accountable to others is tangible. You may disagree with their rules, but at least you know what’s expected.
.-= Justin Kownacki´s last blog ..Is Social Media Just Peer Pressure? =-.
Justin,
You just said everything I was going to. Kudos for answering first!
Sara
.-= SaraKate´s last blog ..075. Change =-.
I may be in the minority on this but I’m not really looking for answers or direction. I can’t afford to wait for other people’s case studies. I don’t think about what isn’t possible but rather what is.
That doesn’t mean that I don’t consume information voraciously, think about what others are doing before making my own decisions. Ignoring all of that would be ignorant in my opinion. I think too many people are afraid to pull the trigger, make a decision, risk being wrong.
I understand that when you work for an organization, you may not be able to take such risks but I’m talking about sole practitioners and consultants.
Waiting for absolutes and definitives seem like a surefire way to be left behind.
.-= David Benjamin´s last blog ..It’s hard to turn it off =-.
Amber,
Can you hear my “sigh of relief” after reading this: “Those aren’t my real answers, of course. The real answers are much more nuanced, aren’t they?”
Hard answers carry less risk because the blame shift is always an option. Developing benchmarks and definitions for success are unique to each company and have to be determined as such.
We can learn by studying others but lets face it, I will never be Amber, and Amber will never be me. I truly find peace in that. Accept it, learn from each other, and move on, right?
Find the metrics that best propel your company forward and determine your goals and the process from there.
Great post…once again Amber,
Summer Boone
@summerjoy
I may be in the minority on this but I’m not really looking for answers or direction. I can’t afford to wait for other people’s case studies. I don’t think about what isn’t possible but rather what is.
That doesn’t mean that I don’t consume information voraciously, think about what others are doing before making my own decisions. Ignoring all of that would be ignorant in my opinion. I think too many people are afraid to pull the trigger, make a decision, risk being wrong.
I understand that when you work for an organization, you may not be able to take such risks but I’m talking about sole practitioners and consultants.
Waiting for absolutes and definitives seem like a surefire way to be left behind.
.-= David Benjamin´s last blog ..It’s hard to turn it off =-.
Amber,
Can you hear my “sigh of relief” after reading this: “Those aren’t my real answers, of course. The real answers are much more nuanced, aren’t they?”
Hard answers carry less risk because the blame shift is always an option. Developing benchmarks and definitions for success are unique to each company and have to be determined as such.
We can learn by studying others but lets face it, I will never be Amber, and Amber will never be me. I truly find peace in that. Accept it, learn from each other, and move on, right?
Find the metrics that best propel your company forward and determine your goals and the process from there.
Great post…once again Amber,
Summer Boone
@summerjoy
Social media presents a lot of unknowns to companies, and the risk of those unknowns is frightening. I think right now the risk of “what if I’m wrong” weighs rather heavily when you consider the unemployment rate or just the average 22 month tenure of a CMO. That breeds fear, not innovative thinking. This could be an exciting time in business – the opportunity to truly dismantle the old mindset and go with something creative and new – but it’s being bogged down by fear which is really unfortunate.
Businesses need to realize that social media could be one of the greatest opportunities to truly connect with their customers in a way mass media and focus groups never allowed. It’s real time, instant, authentic two-way communication. Finding how that can help define their true purpose is the point, and unlike the old model, they may have to dig past the sales numbers to find out what that is. It’s going to require a creative mind, effort and (gasp) accountability.
Social media presents a lot of unknowns to companies, and the risk of those unknowns is frightening. I think right now the risk of “what if I’m wrong” weighs rather heavily when you consider the unemployment rate or just the average 22 month tenure of a CMO. That breeds fear, not innovative thinking. This could be an exciting time in business – the opportunity to truly dismantle the old mindset and go with something creative and new – but it’s being bogged down by fear which is really unfortunate.
Businesses need to realize that social media could be one of the greatest opportunities to truly connect with their customers in a way mass media and focus groups never allowed. It’s real time, instant, authentic two-way communication. Finding how that can help define their true purpose is the point, and unlike the old model, they may have to dig past the sales numbers to find out what that is. It’s going to require a creative mind, effort and (gasp) accountability.
Thanks Amber.
If you haven’t already seen it, you (and others) might enjoy this post from Seth Godin on the relentless search for “tell me what to do”
http://sethgodin.typepad.com/seths_blog/2010/02/the-relentless-search-for-tell-me-what-to-do.html
Thanks Amber.
If you haven’t already seen it, you (and others) might enjoy this post from Seth Godin on the relentless search for “tell me what to do”
http://sethgodin.typepad.com/seths_blog/2010/02/the-relentless-search-for-tell-me-what-to-do.html
My heart paused for a moment on “marketing” — then I rememebered who I was reading and moved on.
I’ve said dozens of times: we aren’t a one-size-fits-all or off-the-rack industry. We are tailors — we custom fit
.-= Lucretia Pruitt´s last blog ..Another Top 10 Tips to Survive & Thrive at SXSWi =-.
My heart paused for a moment on “marketing” — then I rememebered who I was reading and moved on.
I’ve said dozens of times: we aren’t a one-size-fits-all or off-the-rack industry. We are tailors — we custom fit
.-= Lucretia Pruitt´s last blog ..Another Top 10 Tips to Survive & Thrive at SXSWi =-.
Us humans have a basic need to know WHY. It’s what keeps us moving and growing and is also a survival instinct instilled in us. That’s what really drives our quest.
I’ve had the same experience. I do go after the hard answers and sometimes I will find clarity, but the biggest and most profound answers are often times found when you yourself, after much research and time, find them yourself.
.-= Mike Stenger´s last blog ..Turning Google Buzz Into A Collaboration Tool =-.
Us humans have a basic need to know WHY. It’s what keeps us moving and growing and is also a survival instinct instilled in us. That’s what really drives our quest.
I’ve had the same experience. I do go after the hard answers and sometimes I will find clarity, but the biggest and most profound answers are often times found when you yourself, after much research and time, find them yourself.
.-= Mike Stenger´s last blog ..Turning Google Buzz Into A Collaboration Tool =-.
The definitive is always the ‘easy answer.’ And therein lies the problem. If every answer came easily, there’d be no risk. If every answer came easily, there’d be no need for us to research, analyze and think before deciding on the best approach for that particular client at that particular time in that particular market.
The issue for many is that they are being asked for definitive answers before being granted approval to proceed with (or even begin) an initiative — especially with regards to social media. And that becomes the challenge we must surmount. To understand, be okay with and embrace ‘it depends.’
Thanks again for the great post!
Laura
.-= Laura Maly´s last blog ..Change is a Good Thing, Really =-.
The definitive is always the ‘easy answer.’ And therein lies the problem. If every answer came easily, there’d be no risk. If every answer came easily, there’d be no need for us to research, analyze and think before deciding on the best approach for that particular client at that particular time in that particular market.
The issue for many is that they are being asked for definitive answers before being granted approval to proceed with (or even begin) an initiative — especially with regards to social media. And that becomes the challenge we must surmount. To understand, be okay with and embrace ‘it depends.’
Thanks again for the great post!
Laura
.-= Laura Maly´s last blog ..Change is a Good Thing, Really =-.
I don’t think we need people to think for us, but I do think that, especially in the industries that have been lagging somewhat behind the social media bandwagon, people crave guidelines that will lead them to the fine-tuned nuances which will help their initiatives be successful.
I think of social media as akin to a fitness routine. Just as some people use exercise primarily to lose weight, bulk up, or improve their overall physical well-being, different companies are going to use social media for a variety of different objectives, such as brand building, improved customer service, and overall conversion.
Just as there is no one-size-fits-all solution to exercise, there also isn’t one for social media. But, for as novice in either area, a set of initial guidelines can help people get more comfortable with a routine and the equipment they’re using. In time, each person will figure out what they need to tweak in order to obtain their desired result. So the point of having “rules” or a “recipe” becomes less about guaranteeing results and more to get people active in the first place.
Therefore, I don’t think the rules people crave come as a result of cowardice or not wanting to be accountable. It’s about relieving some confusion at the onset of a major undertaking. As long as people understand this both when giving and receiving advice about social media, our community of social media marketers will grow, and grow stronger, in time.
.-= Kristin Hertko´s last blog ..papercookie: Click here to get a free appetizer at Schaumburg’s StoneWood Ale House. Hurry, offer ends soon! http://j.mp/bSbQJl #spon =-.
I don’t think we need people to think for us, but I do think that, especially in the industries that have been lagging somewhat behind the social media bandwagon, people crave guidelines that will lead them to the fine-tuned nuances which will help their initiatives be successful.
I think of social media as akin to a fitness routine. Just as some people use exercise primarily to lose weight, bulk up, or improve their overall physical well-being, different companies are going to use social media for a variety of different objectives, such as brand building, improved customer service, and overall conversion.
Just as there is no one-size-fits-all solution to exercise, there also isn’t one for social media. But, for as novice in either area, a set of initial guidelines can help people get more comfortable with a routine and the equipment they’re using. In time, each person will figure out what they need to tweak in order to obtain their desired result. So the point of having “rules” or a “recipe” becomes less about guaranteeing results and more to get people active in the first place.
Therefore, I don’t think the rules people crave come as a result of cowardice or not wanting to be accountable. It’s about relieving some confusion at the onset of a major undertaking. As long as people understand this both when giving and receiving advice about social media, our community of social media marketers will grow, and grow stronger, in time.
.-= Kristin Hertko´s last blog ..papercookie: Click here to get a free appetizer at Schaumburg’s StoneWood Ale House. Hurry, offer ends soon! http://j.mp/bSbQJl #spon =-.
Many businesses want up-front answers because creative evolution is too hard. Easier to point to someone’s else’s manual of “best practices” than to blaze a new trail and discover. To which I have one response: low risk, low reward.
Many businesses want up-front answers because creative evolution is too hard. Easier to point to someone’s else’s manual of “best practices” than to blaze a new trail and discover. To which I have one response: low risk, low reward.
Amber, why are you reading my mind? I was just thinking this morning about some other areas in my life where I’m looking for answers. I would feel so good if I could just get a preveiw maybe of what’s to come. Perhaps a cloud in the sky could just spell out go, stop, wait, something that would indicate what I am to do. Actually, a couple of times I have had a question answered that way but for this social media thing all the days seem to be a little cloudy. That cloudiness makes me unsure until I remember that we are all unsure. Well, that gives me a lot of confidence and eliminates the fear surrounding not giving my clients hard answers.
A few months ago, I was attending a luncheon where the speaker was talking about social media and how companies had better realize the importance of being out front with telling their own story and connecting to their clients. I got so aggrevated when she started talking about corporations becoming the policy makers determining how social media should be used. May that never be! That could only lead to bogged down ideas of how and what social media can do based on corporate ideas of control. The speaker even suggested that the place for such conversations is HR. I don’t think so.
Those of us who are on the front line trying out things, looking under rocks, staring at the clouds trying to determine what the social media plan should be at the present moment when we need to move on with it are the ones who need to say how it works and what the parameters are. And how it works is slightly hard to put your finger on precisely but not hard to measure as results come in. That’s the only definite answer.
Amber, why are you reading my mind? I was just thinking this morning about some other areas in my life where I’m looking for answers. I would feel so good if I could just get a preveiw maybe of what’s to come. Perhaps a cloud in the sky could just spell out go, stop, wait, something that would indicate what I am to do. Actually, a couple of times I have had a question answered that way but for this social media thing all the days seem to be a little cloudy. That cloudiness makes me unsure until I remember that we are all unsure. Well, that gives me a lot of confidence and eliminates the fear surrounding not giving my clients hard answers.
A few months ago, I was attending a luncheon where the speaker was talking about social media and how companies had better realize the importance of being out front with telling their own story and connecting to their clients. I got so aggrevated when she started talking about corporations becoming the policy makers determining how social media should be used. May that never be! That could only lead to bogged down ideas of how and what social media can do based on corporate ideas of control. The speaker even suggested that the place for such conversations is HR. I don’t think so.
Those of us who are on the front line trying out things, looking under rocks, staring at the clouds trying to determine what the social media plan should be at the present moment when we need to move on with it are the ones who need to say how it works and what the parameters are. And how it works is slightly hard to put your finger on precisely but not hard to measure as results come in. That’s the only definite answer.
Amber,
Interesting that you bring this question up now, as I have just finished reading a book called, Persuasion, by Robert Cialdini. Cialdini is a communications professor and researcher. He has a chapter that speaks somewhat to the idea that we are all looking for definitive answers. Although, his research is in the context of how marketers can take advantage of our quest for answers and use it against us.
His theory/research is this: We as humans only have so much capacity to take in and manage the unbelievable amount of information presented to us. The advent of social media, self-publishing, etc. has increased that knowledge. Therefore, we have to find ways to compartmentalize the information and keep moving.
So we search for things that are definitive. Definitive answers provides us a way to then make definitive decisions, and stick to those decisions without thought. That frees up our mind, so to speak, to continue searching for more information on subject Y, because subject X has already been decided upon.
I suppose you could say this is “easier” in some sense. But Cialdini seems to think it is about knowledge management in our modern media age. I think this idea crosses over to the business world as well.
My, and Cialdini’s, 2 cents worth.
.-= Jeremy Fischer´s last blog ..Don’t Make Marketing Swag Feel like Stolen Merchandise =-.
Amber,
Interesting that you bring this question up now, as I have just finished reading a book called, Persuasion, by Robert Cialdini. Cialdini is a communications professor and researcher. He has a chapter that speaks somewhat to the idea that we are all looking for definitive answers. Although, his research is in the context of how marketers can take advantage of our quest for answers and use it against us.
His theory/research is this: We as humans only have so much capacity to take in and manage the unbelievable amount of information presented to us. The advent of social media, self-publishing, etc. has increased that knowledge. Therefore, we have to find ways to compartmentalize the information and keep moving.
So we search for things that are definitive. Definitive answers provides us a way to then make definitive decisions, and stick to those decisions without thought. That frees up our mind, so to speak, to continue searching for more information on subject Y, because subject X has already been decided upon.
I suppose you could say this is “easier” in some sense. But Cialdini seems to think it is about knowledge management in our modern media age. I think this idea crosses over to the business world as well.
My, and Cialdini’s, 2 cents worth.
.-= Jeremy Fischer´s last blog ..Don’t Make Marketing Swag Feel like Stolen Merchandise =-.
I’ve been to China travel, in my opinion chinese people are very freidly, and i especially like the city of
beijingshenzhen, i have a friend from china, i ike her blog
discount china, now she is in Jewish, just now, she send me
a Jewish Directory website, i think the it is very useful.
.-= dropship´s last blog ..How do I get power to Dewalt radio battery charger when plugged in? =-.
I’ve been to China travel, in my opinion chinese people are very freidly, and i especially like the city of
beijingshenzhen, i have a friend from china, i ike her blog
discount china, now she is in Jewish, just now, she send me
a Jewish Directory website, i think the it is very useful.
.-= dropship´s last blog ..How do I get power to Dewalt radio battery charger when plugged in? =-.