Black on White? White on Black?
Never. Always. Can’t. Won’t.
Words like these are dangerous, and especially when you’re talking about something as evolving and fluid as social media.
Uttering absolutes when it comes to what’s working or what’s possible with this new hybrid discipline implies that there are no reasonable alternatives, that perspective is irrelevant, and that the person uttering said absolute has the universal insight to speak from every standpoint.
Which, to utter an absolute of my own, is impossible.
“Social media is never about numbers.”
“You can’t use social media for sales”
“Twitter won’t work that way.”
On one hand, we’re trying to say that social media tears down barriers and levels playing fields, and in the same breath, we’re saying that businesses better play by our “rules” or else. We’re saying that it’s all about celebrating individual voices, but heaven help the voice that disagrees with ours. Individually, we have our preferences for how social media “feels” when it’s done right, and we’re quick to lash out when we feel like something’s been done incorrectly.
That’s stifling innovation, and we’re doing ourselves a disservice as “pioneers” of these new media if we think we’re the only ones smart enough to figure out how to make it all work.
If I’m a marketing director or a customer service manager trying to figure out how to apply social media to my business, I sure don’t need someone handing me a set of commandments. What I need is someone with enough insight to view the challenge from all angles, and figure out how social media is most likely to supply solutions to my problems and provide progress toward my business goals.
I’ll concede that there are certain established principles of social media like our favorite buzzwords: authenticity, transparency, humanity, and the like. But what those words truly *mean* for every business is different and unique.
Instead of absolutes, can we give businesses things to ask themselves, points to consider? Can we help them look at social media from all possible angles and make smart decisions about how best to use it without imparting our biases?
Or am I dead wrong, and are absolutes necessary to draw lines in the sand somehow? Tell me what you think.
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Amber,
I agree wholeheartedly. I apply this thinking to all aspects of our social media programs and services. Research should reveal the BEST course of action for a social media campaign, but should not cross a tactic off the list from the get-go.
Nicely written.
Nicholas Kinportss last blog post..Book Review: Buyology by Martin Lindstrom
Amber,
I agree wholeheartedly. I apply this thinking to all aspects of our social media programs and services. Research should reveal the BEST course of action for a social media campaign, but should not cross a tactic off the list from the get-go.
Nicely written.
Nicholas Kinportss last blog post..Book Review: Buyology by Martin Lindstrom
Why Absolutes (mostly) Fail.
fixed. 😉
Why Absolutes (mostly) Fail.
fixed. 😉
There are almost no absolutes in life. This includes social media. Absolutes crush innovation and creativity. But we will see over the coming years new and unique ways that people and companies use social media to improve their business/life. I’m sure some will be praised and some will be shunned but that will happen because there is no absolute.
Jared O’Tooles last blog post..Entrepreneurs…Don’t Get a Job Right Out of College
There are almost no absolutes in life. This includes social media. Absolutes crush innovation and creativity. But we will see over the coming years new and unique ways that people and companies use social media to improve their business/life. I’m sure some will be praised and some will be shunned but that will happen because there is no absolute.
Jared O’Tooles last blog post..Entrepreneurs…Don’t Get a Job Right Out of College
Amber,
Great post! I have a long way to go before anyone in their right mind would consider me an expert in social media. However, I have noticed criticism that is stifling at times. I guess the only absolute is there are no absolutes. What works or is liked by some, may fail or be despised by others. Many times, someones success or failure is projected in their responses with great passion. When a relative newcomer like myself reads these passionate responses or concerns, an opinion can be formed that may stop the creative process.
The easiest way to stop making mistake is to stop trying something new…
Thanks and best regards,
Jon
Amber,
Great post! I have a long way to go before anyone in their right mind would consider me an expert in social media. However, I have noticed criticism that is stifling at times. I guess the only absolute is there are no absolutes. What works or is liked by some, may fail or be despised by others. Many times, someones success or failure is projected in their responses with great passion. When a relative newcomer like myself reads these passionate responses or concerns, an opinion can be formed that may stop the creative process.
The easiest way to stop making mistake is to stop trying something new…
Thanks and best regards,
Jon
I wish you had named this post, “Absolutes ALWAYS fail.”
This is as much a psychological point as a social media take; we tend to think in absolutes based on our own preconceptions and experiences. A form of “satisficing”: we don’t have time to re-invent all the available options, so we go with the pattern most prevalent in our heads.
It’s a dangerous and limiting practice – helpful to call it out to yourself once in a while to make sure you’re seeing all options at your disposal.
Thanks – good piece!
Stephen Dennys last blog post..Note to CMO: Nine Rules for 2009
I wish you had named this post, “Absolutes ALWAYS fail.”
This is as much a psychological point as a social media take; we tend to think in absolutes based on our own preconceptions and experiences. A form of “satisficing”: we don’t have time to re-invent all the available options, so we go with the pattern most prevalent in our heads.
It’s a dangerous and limiting practice – helpful to call it out to yourself once in a while to make sure you’re seeing all options at your disposal.
Thanks – good piece!
Stephen Dennys last blog post..Note to CMO: Nine Rules for 2009
Blanket statements or absolutes are a quick road to nowhere. I’ve made the decision that I’m not going to let anyone deter me from my goals.
I’m more convinced than ever that I’m doing things the right way and along the journey I know there will be hiccups, lessons learned but that is the fun stuff. Trying something new, assessing the results, recalibrating and then moving forward stronger is my motto for ~09.
I’m so excited with some of the early results and even more excited for future plans soon to be implemented. Thank you for constantly making us think and sharing best practices. We can all learn from one another…as long as we’re open minded.
Great post. Those seeking to control the conversation create absolutes. Explorers create the exceptions.
Williams last blog post..williamu: @HR_Minion Ha! I rec/watch that show too 8~)
Blanket statements or absolutes are a quick road to nowhere. I’ve made the decision that I’m not going to let anyone deter me from my goals.
I’m more convinced than ever that I’m doing things the right way and along the journey I know there will be hiccups, lessons learned but that is the fun stuff. Trying something new, assessing the results, recalibrating and then moving forward stronger is my motto for ~09.
I’m so excited with some of the early results and even more excited for future plans soon to be implemented. Thank you for constantly making us think and sharing best practices. We can all learn from one another…as long as we’re open minded.
Great post. Those seeking to control the conversation create absolutes. Explorers create the exceptions.
Williams last blog post..williamu: @HR_Minion Ha! I rec/watch that show too 8~)
This is a great point! We need to help companies find the best strategy that works for their needs, not the strategy we think is the coolest or that we necessarily prefer.
This is a great point! We need to help companies find the best strategy that works for their needs, not the strategy we think is the coolest or that we necessarily prefer.
Thank you. It had to be said. If I presented a CMO or any C-level executive a proposal with the caveat that we can’t measure ROI or impact sales, I would be quickly ushered to the door.
First, we should be suggesting that we measure ROI or sales on a tactic but on strategies that achieve goals. Those strategies will include a mix of marketing and communications tactics, that might include social media.
Second, before we submit a proposal we should have done our homework and our proposal should be for a solution to a business need. In my years in the corporate world and running my own businesses, I can’t remember a need that didn’t include ROI and sales.
Thanks Amber.
Lewis Greens last blog post..What Have Social Media & Twitter Done for You?
Thank you. It had to be said. If I presented a CMO or any C-level executive a proposal with the caveat that we can’t measure ROI or impact sales, I would be quickly ushered to the door.
First, we should be suggesting that we measure ROI or sales on a tactic but on strategies that achieve goals. Those strategies will include a mix of marketing and communications tactics, that might include social media.
Second, before we submit a proposal we should have done our homework and our proposal should be for a solution to a business need. In my years in the corporate world and running my own businesses, I can’t remember a need that didn’t include ROI and sales.
Thanks Amber.
Lewis Greens last blog post..What Have Social Media & Twitter Done for You?
Amber,
Thank you. I’m tired of saying it. 🙂 There are no rules.
All my best,
Rich
Richard Beckers last blog post..Surfing For Survival: The Fourth Estate
Amber,
Thank you. I’m tired of saying it. 🙂 There are no rules.
All my best,
Rich
Richard Beckers last blog post..Surfing For Survival: The Fourth Estate
This is why the best way to understand social media is to get involved with it. It’s very difficult to circumvent the learning curve with social media.
But saying “I can’t do social media until I understand what exactly it will do for my company” will keep you on the sidelines… forever! (Sorry, couldn’t help it)
John Johansens last blog post..Lead Nurturing Fundamentals — Sales Discussion
This is why the best way to understand social media is to get involved with it. It’s very difficult to circumvent the learning curve with social media.
But saying “I can’t do social media until I understand what exactly it will do for my company” will keep you on the sidelines… forever! (Sorry, couldn’t help it)
John Johansens last blog post..Lead Nurturing Fundamentals — Sales Discussion
Why do you focus this entire blog post on negative absolutes when positive absolutes are on equal footing?
“Social media is never about numbers.”
“Social media is always about ROI.”
Neither is best.
Ari Herzogs last blog post..Twitter Porn and Why I’d Like to Help
Why do you focus this entire blog post on negative absolutes when positive absolutes are on equal footing?
“Social media is never about numbers.”
“Social media is always about ROI.”
Neither is best.
Ari Herzogs last blog post..Twitter Porn and Why I’d Like to Help
@Ari The first line of my post includes the word “always”. It’s not about negative or positive. It’s about blanket generalizations in any sense.
Amber,
Thanks for another great post 🙂 How we can begin to set absolutes in a space that changes so rapidly that we can hardly keep up. If it weren’t for the people who are willing to step out of their traditional roles, break the rules, and take a risk, we wouldn’t be so lucky to be having these conversations in the first place. Without absolutes we have the ability and change and evolve, which to me, is always the exciting part.
I think it is so important to focus on what really works for each client/person individually, and recognize at the same time, that that solution will most likely differ from the next.
It has always been beneficial for me to remain open to new possibilites!
Nicole
Nicole Hamiltons last blog post..nhamilt: Is anyone working today?
Amber,
Thanks for another great post 🙂 How we can begin to set absolutes in a space that changes so rapidly that we can hardly keep up. If it weren’t for the people who are willing to step out of their traditional roles, break the rules, and take a risk, we wouldn’t be so lucky to be having these conversations in the first place. Without absolutes we have the ability and change and evolve, which to me, is always the exciting part.
I think it is so important to focus on what really works for each client/person individually, and recognize at the same time, that that solution will most likely differ from the next.
It has always been beneficial for me to remain open to new possibilites!
Nicole
Nicole Hamiltons last blog post..nhamilt: Is anyone working today?
You are spot on with this, but I don’t think our reliance on absolutes is something we can move away from. When writing a blog post, you need to take a well defined stand on something for your writing to have any clarity, but in reality every situation is so nuanced these absolutes breakdown.
Makes me wonder, do absolutes really always fail? For everything? 🙂
John Wesleys last blog post..jwesley: now this is an interesting marketing scheme http://bit.ly/fOsi6
You are spot on with this, but I don’t think our reliance on absolutes is something we can move away from. When writing a blog post, you need to take a well defined stand on something for your writing to have any clarity, but in reality every situation is so nuanced these absolutes breakdown.
Makes me wonder, do absolutes really always fail? For everything? 🙂
John Wesleys last blog post..jwesley: now this is an interesting marketing scheme http://bit.ly/fOsi6
There are no absolutes 🙂
Perceived absolutes are the ‘edges’ of creativity.
They’re the clues to new design, ala. innovation.
Rotkapchens last blog post..rotkapchen: @Gartenberg Feels like 1997 all over again 🙂 Look out 2010!
There are no absolutes 🙂
Perceived absolutes are the ‘edges’ of creativity.
They’re the clues to new design, ala. innovation.
Rotkapchens last blog post..rotkapchen: @Gartenberg Feels like 1997 all over again 🙂 Look out 2010!
Thanks for your post, Amber. I really think that the more you try and be strategic about your use of social media, the more you realize that absolutes are fallacies. Success means being creative in our use of social media as it changes and grows, and then also being creative in how we measure and construe ROI.
Working in higher ed and currently trying to plan a comprehensive social media strategy, it is crystal clear that there are no absolutes. I find myself constantly tapping into my creative reserves. Isn’t that part of the fun of it though?
Thanks for your post, Amber. I really think that the more you try and be strategic about your use of social media, the more you realize that absolutes are fallacies. Success means being creative in our use of social media as it changes and grows, and then also being creative in how we measure and construe ROI.
Working in higher ed and currently trying to plan a comprehensive social media strategy, it is crystal clear that there are no absolutes. I find myself constantly tapping into my creative reserves. Isn’t that part of the fun of it though?
Well, Never Say Never always works.
I absolutely agree with your point. 🙂
marks last blog post..What’s A Community Worth Anyway?
Well, Never Say Never always works.
I absolutely agree with your point. 🙂
marks last blog post..What’s A Community Worth Anyway?
It’s been a long day, and my brain is shot. And I know that I run the risk of being accused of comment Spam.
But this post absolutely rocks.
That is all.
Sam Bradleys last blog post..Begin Your Neuromarketing Career at Tech
It’s been a long day, and my brain is shot. And I know that I run the risk of being accused of comment Spam.
But this post absolutely rocks.
That is all.
Sam Bradleys last blog post..Begin Your Neuromarketing Career at Tech
You’re way too young to be thinking so clearly! 😉
ALL great thinking ultimately violates absolute dogma – erases the norm or the standard. It’s just happening now faster than ever before.
Frank Martins last blog post..Jumpstart Your Marketing for 2009
You’re way too young to be thinking so clearly! 😉
ALL great thinking ultimately violates absolute dogma – erases the norm or the standard. It’s just happening now faster than ever before.
Frank Martins last blog post..Jumpstart Your Marketing for 2009
“Thank you. It had to be said. If I presented a CMO or any C-level executive a proposal with the caveat that we can’t measure ROI or impact sales, I would be quickly ushered to the door.
First, we should be suggesting that we measure ROI or sales on a tactic but on strategies that achieve goals. Those strategies will include a mix of marketing and communications tactics, that might include social media.”
Now Lewis, you wouldn’t be talking absolutes, would you? 😉
“Thank you. It had to be said. If I presented a CMO or any C-level executive a proposal with the caveat that we can’t measure ROI or impact sales, I would be quickly ushered to the door.
First, we should be suggesting that we measure ROI or sales on a tactic but on strategies that achieve goals. Those strategies will include a mix of marketing and communications tactics, that might include social media.”
Now Lewis, you wouldn’t be talking absolutes, would you? 😉
There is one absolute in social media:
It is absolutely down to how each individual company uses it.
What may not work for Company A could be a brilliant feature for Company B, and vice versa. As long as it works, then there’s absolutely no way it can be wrong.
D’oh – that appears to be two absolutes. Calculator to aisle six, please… 😉
Danny Browns last blog post..Get Your Thundercats Groove On To Market Yourself
There is one absolute in social media:
It is absolutely down to how each individual company uses it.
What may not work for Company A could be a brilliant feature for Company B, and vice versa. As long as it works, then there’s absolutely no way it can be wrong.
D’oh – that appears to be two absolutes. Calculator to aisle six, please… 😉
Danny Browns last blog post..Get Your Thundercats Groove On To Market Yourself
Mack,
Nope I’m talking about smart business. Tools don’t reinvent businesses; businesses use tools in ways that achieve goals. That’s just the way it is. It’s called best practices.
Lewis Greens last blog post..What Have Social Media & Twitter Done for You?
Mack,
Nope I’m talking about smart business. Tools don’t reinvent businesses; businesses use tools in ways that achieve goals. That’s just the way it is. It’s called best practices.
Lewis Greens last blog post..What Have Social Media & Twitter Done for You?
Very timely post, just last night I started drafting a “social media confessions” post series, about how I break all these supposed “rules” about social media.
In some cases, setting out best practices or guidelines may help people enter the space. On the other hand, how intimidating is it to try something new, only to find there are already hundreds or thousands people telling you you’re “doing it wrong”?
How boring if we’ve already figured out all the possibilities for social media, in terms of its objectives and applications. If that’s the case, let’s go look for something else! But it’s not: these things are always evolving, and arguably that’s the joy of it all.
Yes, I did say “always” evolving. Whoops!
Andrea Hills last blog post..Should you use full-text or summary articles in your RSS feed?
 Andrea I realize this is an old post but I made a vow to work on nixing my absolute vocabulary. So . . . I googled it and ended up here. LoL. Seriously, how far along did you get with your ” drafting a ‘social media confessions’ post series??? I would love to know.
royalwolfe@hotmail.com
Very timely post, just last night I started drafting a “social media confessions” post series, about how I break all these supposed “rules” about social media.
In some cases, setting out best practices or guidelines may help people enter the space. On the other hand, how intimidating is it to try something new, only to find there are already hundreds or thousands people telling you you’re “doing it wrong”?
How boring if we’ve already figured out all the possibilities for social media, in terms of its objectives and applications. If that’s the case, let’s go look for something else! But it’s not: these things are always evolving, and arguably that’s the joy of it all.
Yes, I did say “always” evolving. Whoops!
Andrea Hills last blog post..Should you use full-text or summary articles in your RSS feed?
Hi Amber.
Too funny. Two days in a row now, folks in my community have posts that are very similar in concept to ones that I’ve done the same day.
The idea of absolutes has very little place in the current business culture. Rigidity is out, flexibility is in.
Great stuff here. Thanks!
George
Tumblemooses last blog post..The rigid writer
Hi Amber.
Too funny. Two days in a row now, folks in my community have posts that are very similar in concept to ones that I’ve done the same day.
The idea of absolutes has very little place in the current business culture. Rigidity is out, flexibility is in.
Great stuff here. Thanks!
George
Tumblemooses last blog post..The rigid writer
Great post – very important to understand that there are no absolutes with Social Media. It is so new – how can there be? Can you imagine if we did that with television -so much changes over time and as that happens – so will how we use the medium.
Michelle Kostyas last blog post..If You Are Into Marketing You Should Be Reading AND Listening: Great Podcasts
Great post – very important to understand that there are no absolutes with Social Media. It is so new – how can there be? Can you imagine if we did that with television -so much changes over time and as that happens – so will how we use the medium.
Michelle Kostyas last blog post..If You Are Into Marketing You Should Be Reading AND Listening: Great Podcasts
“Nope I’m talking about smart business. Tools don’t reinvent businesses; businesses use tools in ways that achieve goals. That’s just the way it is. It’s called best practices.”
Indeed it is. But we must also remember that social media tools function differently than traditional marketing tools, and thusly require a different mindset. Social media tools might not reinvent every business, but they won’t be of much use to any that approaches them as being ‘business as usual’.
Mack Colliers last blog post..Want to give your readers a way to tweet your posts?
“Nope I’m talking about smart business. Tools don’t reinvent businesses; businesses use tools in ways that achieve goals. That’s just the way it is. It’s called best practices.”
Indeed it is. But we must also remember that social media tools function differently than traditional marketing tools, and thusly require a different mindset. Social media tools might not reinvent every business, but they won’t be of much use to any that approaches them as being ‘business as usual’.
Mack Colliers last blog post..Want to give your readers a way to tweet your posts?
Actually, Mack, I don’t think that social media tools function any differently than previous marketing tools, and that’s part of the problem in our industry.
We’re extolling the virtues of something new and revolutionary, and thus, people are slow to adopt.
Social media is *evolutionary*, not revolutionary. Or you might even say *reactionary*, since all social media really does is promote word of mouth advertising, and that has been the bedrock of commerce for at least 3,000 years.
So really, what goes around, comes around.
I think we do a great disservice to ourselves the more we trumpet social media as something new. It isn’t. People have always talked to each other to discuss, persuade, and share
We’re simply extending the reach of a voice, but we’re not creating something new.
marks last blog post..What’s A Community Worth Anyway?
Actually, Mack, I don’t think that social media tools function any differently than previous marketing tools, and that’s part of the problem in our industry.
We’re extolling the virtues of something new and revolutionary, and thus, people are slow to adopt.
Social media is *evolutionary*, not revolutionary. Or you might even say *reactionary*, since all social media really does is promote word of mouth advertising, and that has been the bedrock of commerce for at least 3,000 years.
So really, what goes around, comes around.
I think we do a great disservice to ourselves the more we trumpet social media as something new. It isn’t. People have always talked to each other to discuss, persuade, and share
We’re simply extending the reach of a voice, but we’re not creating something new.
marks last blog post..What’s A Community Worth Anyway?
Mark,
Thank you! I have a post appearing Monday that talks about that very theme and how frustrating I find social evangelism.
Lewis
Lewis Greens last blog post..What Have Social Media & Twitter Done for You?
Mark,
Thank you! I have a post appearing Monday that talks about that very theme and how frustrating I find social evangelism.
Lewis
Lewis Greens last blog post..What Have Social Media & Twitter Done for You?
Lewis–Read your blog (more than a few entries)and I think if you and I had a few beers, we would agree on more things than not.
I really like your focus on measuring effectiveness. Some very powerful observations there–and I know that most clients want results they can point to on a spreadsheet.
And I read Mack’s blog, and know that we agree on more things than not. He is obviously successful at growing a following and creating a healthy, vibrant communications loop.
Gotta love this business (social media marketing)-in many cases, people can disagree and both still be ‘right’.
As Amber notes…there are no absolutes! Unless you’re talking about vodka. 🙂
marks last blog post..What’s A Community Worth Anyway?
Lewis–Read your blog (more than a few entries)and I think if you and I had a few beers, we would agree on more things than not.
I really like your focus on measuring effectiveness. Some very powerful observations there–and I know that most clients want results they can point to on a spreadsheet.
And I read Mack’s blog, and know that we agree on more things than not. He is obviously successful at growing a following and creating a healthy, vibrant communications loop.
Gotta love this business (social media marketing)-in many cases, people can disagree and both still be ‘right’.
As Amber notes…there are no absolutes! Unless you’re talking about vodka. 🙂
marks last blog post..What’s A Community Worth Anyway?