Over the past couple of days several popular bloggers are discussing the value of social media services like Twitter. They are asking themselves and others to evaluate their goals for the service and decide if it’s a marketing tool or a just social interaction. Or can it really be both?
The beauty of a service like Twitter is that it becomes what the community wants it to be. And like any community, as it grows, smaller groups and sub-communities separate themselves, mix, overlap, and continue to evolve. I think we’ll all be able to find the balance that works for us.
In her post, Social Marketing Pitfalls & The Twitter Time Suck, Lynn Terry’s definition of “social” explains exactly how I’ve tried to conduct myself in business all along; by being personable and not so personal. Lynn wrote,
“…But when it comes to marketing or networking, the word ’social’ pertains to being personable (vs personal), which – in my opinion – should be accomplished while still retaining an appearance of professionalism.”
It’s how I’d like to continue to conduct myself in the social media services.
But for others, online social media holds a much different appeal. In part, I think it’s just another aspect of a whole new communication era. Personal communication is becoming less and less private. The cell phone often makes at least one half of what used to be totally private conversations, public. Video cameras are everywhere and events that once might have been a temporary embarrassment witnessed by a few, can become a worldwide humiliation replayed over and over again. It’s a chicken and an egg question. Are our expectations of privacy so diminished that we’re willing to share more? Or has our willingness to share more led to the proliferation of opportunities to do so?
As others have suggested, we each need to define our social media goals and find a balance. While I wish I had done more planning before I started, I’m not sure I could have clearly defined what I wanted until I had some experience. I’ll approach the services differently now and hopefully find my balance.
Where do you stand? Are social media services marketing or socializing?
