Cooperation vs. Control — Why Social Media Works
May 13th, 2009 by David Svet
We all like to feel in control and hate feeling controlled. Most of us have learned that it is disastrous to try to control other people. Free will is part of what makes us human. When we encounter the human Rock of Gibraltar — someone so stubborn they simply will not budge — it is the better part of valor to cut our losses and move on. It makes no sense to try to convince someone who simply refuses to accept your idea.
Traditional broadcast marketing is an act of pushing your idea — an attempt to persuade everyone. It demands a yes. Filtering is left to the sales team. A good sales team will listen and ask questions to see if there really is a fit. They are happy to hear no, it lets them move on to the next prospect. A poor sales team tries to convince and control — yes is their only answer. It’s something we’ve all experienced with dread.
So what does this have to do with social media? It means that you may never have to face the Rock again. Social media enables believers to raise their hand, volunteer, and follow. Doubters and naysayers need not apply. Social media is social — an act of attraction. It is invitational. It asks who is interested? It asks who wants to participate? Everyone involved is exercising free will. It takes a very determined naysayer to stick it out and hang with a group that’s contrary. So, social media is a filter — it lets yes be yes and no be no.
Imagine how effective your sales team would be if you asked for customers using social media. Cooperation always beats control.
“Social media is..an act of attraction. It is invitational.” Indeed. However, when we look closely at the notion of “Everyone involved is exercising free will” we also tend to get a surprising majority (likely driven by the all too common invisible mindset of the human condition of greed) who want to control and influence outcomes. Case in point, the current #fixreplies ‘controversy’ [more on this below*].
This piece highlights an approach observed by successful sales and marketing teams, as they cooperate/collaborate to identifying and securing feasible and sustainable strategies (SM or otherwise).
*While I do not discredit the merits of arguing against these ‘quiet tweaks’ (Twitter, you are too stealthy and not forthcoming enough with letting ppl know what you’re up to: http://blog.twitter.com/2009/05/small-settings-update.html) I certainly wonder just what people are feeling compromised about. Clearly it is having the privilege of *absolute* control over who we choose to interact with that is at issue. Fair enough. And I don’t care if I’m publicly stoned (no pun intended) for playing devil’s advocate on this. There are some valid reaons cited for this proposed tweak. Should the Twittersphere have been consulted first? YES. Am I gonna be that one naysayer resisting against an armada of #fixreplies whiners? NO. But to call the incident controversial? Come on.
K that’s it..that’s my rant about that. Sorry if I appear to have hi-jacked this space to air that. But I think it relates well with the ‘Control’ aspect of the piece.
Keep up the great thoughts Dave. Autom
Wow Autom! Way to express your free will!
You make a good point. There are always those who feel compelled to control even when they have no reason, authority, expertise, etc. I think one of the biggest reasons that social media is exploding is because of the freedom that everyone has to express themselves.
Thanks!
David
David,
Great points - an additional reason to migrate to this viewpoint is that the traditional approach works less well every day. While we have great technology that helps us connect with people, we also have great technology that enables us to easily ignore people that we don’t want to deal with.
Shawn
I am hoping using my blog as an explanation of what FWIX is causes something to happen. I have the ideas in my head of what to do but I seem to have trouble with execution. I am always talking about it and trying to cause a stir but I seem to be the ONLY person on the bus. NOT good.
I am also working with Wayne State Alumni Association on their strategy. I do not think they have the resources to make things work or they may not be educated enough to use them properly. I am not sure what the case is.
I get that it is a volunteer thing and this is an inbound strategy. I just wish I could solve the problems so that I could actually say I have understood what I learned.