Social media has changed drastically in the past 5 or 6 years. Small tightly knit communities have grown to ubiquitous parts of our daily life. The exploration of online human interaction and its ramifications has created an immense conversational platform widely used for marketing and commercial purpose, with a huge group of participants whose contributions seem to be aimed at creating of specious influence and false celebrity.
The attraction of social spaces centered around the engagement of individuals for their mutual growth and benefit. And those of us who were active in the early days of this evolution in communication spent hours in conversation about social contracts, social objects, and social capital. They were, simply put, the terms under which we engaged, the things we had in common which became the focus of conversation, and the acquisition and depletion of online goodwill. The center of much of the online activity for business centered around the concept of ” doing well by doing good” – contributing to the communities you participate in without expectation of a quid pro quo , anticipating that doing the right thing and being generous would be its own reward. It was a wonderful place to be an active participant, but as the landscape changed, many people seem to have lost their way.
As the second and third wave of participants arrived, they seemed to confuse visibility with influence and pontification with authority.As people engage online with the intent of building a name or a brand,they seek the highest visibility, and the greatest acclamation. As Ryan Holiday says in his book “Trust Me I’m Lying:Confessions of a Media Manipulator” , “Media was once about protecting a name; on the web it is about building one”. We must be careful of what name we build.
In a recent conversation with a friend of mine, Leslie Ebersole, about a Facebook group we both are active in, she said ” If I share something with a person for their private use I don’t expect them to project it as their own work, that will in fact influence other people…. I honestly am dismayed by so much of what I see in social media. For example re-tweeting someone’s post feels almost like cheating unless you have interesting or useful commentary on it”
Leslie’s thoughts are spot on, and reflect the manner in which thoughtful confident people interact. People that create, or effectively curate, don’t need to plagiarize in order to appear smart – they are smart. But in a world of smoke and shadows , where Klout scores are confused with actual influence, and every comment made in a Facebook group is received as if it was an authoritative statement, we are in danger of following people that have no business leading.
I’ve been involved in a couple of conversation recently about Klout for example, and what influence means. To me, people who can create change in the physical world have influence. Not the circular sycophancy whose online engagement is “You’re Great, No You’re great, OK, We’re all great”, but people whose actions actually cause the change in behavior of large numbers of people. People who can make a call or a request and see something happen. That to me, is influence.
Authority to me? That comes from knowledge combined with experience, not from the number of times you tweet or the amount of time you spend interacting on a Facebook group. If you’re a real estate professional that listed 140 properties last year, I am more than willing to listen to what you did and how you did it. But if you aren’t exceptional in your actual performance or even just real world activities, your online visibility doesn’t impress me in the least.
To build social influence, social capital must be acquired. It has been years since Tara Hunt wrote her book “The Whuffie Factor: Using the Power of Social Networks to Build Your Business” but the concepts of social cap[ital that she discusses is as valid today as it was then. Tara pointed out that acquiring good will online was a valuable way to integrate yourself into the community and that then, when you needed the good will of the community, they would in turn provide you with what you needed because of your good actions to that point. But when you do things that cause you to lose social capital - like appropriating the thoughts or work of others and portraying them as your own or betraying a confidence by using in public information gained in private, you lose credibility and your actions will begin to be met with negative reactions , causing you to lose social capital.
Holland says “..it is a world of many hustlers, and you are the mark. The con is to build a brand off the backs of others. Your attention and your credulity are what’s stolen.” And that is the danger of taking too much of the conversation at face value. Be thoughtful and know not only what is said, but who is saying it, and the basis they have for making their claim or statement.
Great personal brands are based on being real , being authentic, and being consistent, and giving value to the communities you belong to. They are built of ambition or plagiarism, or publishing popular cliches or memes. People want to be connected to people they can value. Think that’s not true? Back to Leslie again who said (in a private note to me that she has given permission for use here) , “I love the interaction and development of ideas that can happen with social media. I love sharing and doing whatever I can if I can help someone. But I am back to the idea of the importance of reciprocity and mutual effort when one is part of a community.”
So the good guys still exist, but you , the participant need to be willing to peek behind the curtain and differentiate between those that look like they know and do stuff , and those that actually know stuff and do stuff. I have faith you can do that, I just hope you will.