Putting Social Back in Social Media

In some quarters, the social part of social media is missing in action. You don’t have to look very far to see examples of social media used mostly for broadcasting, building personal brands and generally for promotional purposes. If one way self-promotion isn’t how we would act with someone in person, why do we feel it’s fine to use social media in this manner?

The longer I’m involved in using social media (which hasn’t been that long compared to some), the more convinced I become that things should be more natural than they seem to be in many instances.

Social is about being open, transparent, helpful and engaging. For many people these traits come easily, for some not so much. That’s not to say one can’t grow in these (like I feel I have) and experience more success and enjoyment using social media. The areas above are definitely examples of where we should be trying to improve.

When it comes to business use of social media, antisocial behavior is even more prevalent. Many businesses have a long way to go to become truly social.

A SideraWorks presentation titled “What Is Social Business?” beautifully defines the six core principles of a social business.

They are:

  • Agility
  • Openness
  • Empowerment
  • Smart connectivity
  • Active intelligence
  • Adaptability

For businesses that haven’t started to embody these principles, now would be the time to start. Our digital society likely won’t become less social in the years ahead. The good news is that becoming a social business is achievable, and it offers great benefits. Check out the presentation for more information on those.

Whether it’s personal or business, we could use more social in social media. I’ll be working on it. Will you?

Let me know what you think.


Author: Steve Sonn

Steve Sonn is the Principal of S2 Marketing Communications. He has more than 25 years of marketing and PR experience with health care and business-to-business companies.

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