The backlash against measuring influence on Social Media is rising. Before you get up on your soapbox and rant however, I suggest you step back and look at the BIG picture in an attempt to “understand media” and the role that this tool and tactic plays in the evolution of Social Media. As usual I will refer to that 100 year old master of communications – Canadian Marshall McLuhan – born in Edmonton, Alberta under big blue skies and next to a deep river valley, which he said, gave him a perspective on what it is to be human in relation to nature: a dot on the horizon.
Further, I will remind you that these new measures of influence are based on algorithms designed by some programmer and has nothing to do with what you know yourself to be. Then again our entire ECONOMIC culture is based on similar concepts – your credit score for example. This is the tyranny of numbers divorced from the spirit and wisdom of ART. This has been the history of the world for the past 500 years. Get over it.
So McLuhan said that everything he knew he learnt from the poets and the painters. Painting was my first area of study which gives me “klout” with respect to my perception of New Media and its evolution into Social Media…
Marshal McLuhan first noted the retribalizing effect of electric technologies; they collapse space to a point, effectively recreating the continuous, ambient (aural) awareness of the tribe. The tribe is completely connected. All of its members have direct access to one another; there is little hierarchy, instead, there is an intricate set of social relations. Everyone thoroughly understands one’s own place, and that position is constantly reinforced by the other members of the tribe. Tribal society is static, which is to say stable, over long stretches of time – at least tens of thousands of years.
A bit mind blowing eh?? McLuhan is not easy. What he said, to this day, does not sit well with those who do have a firm grasp on the “The Laws of Media”….
Now think about your presence in Social Media. I bet you have already connected with your “tribe” – your family and friends and those who “think like you”. But there is more to it than that, especially if you are conducting “commerce” within that space. Now you have to add the complexity of
1. Connecting with users/consumers who think like you or who might resonate with your offer
2. Building community around your product and or offering – which by the way – better share some of the core values that they hold dear if you hope to attract, engage and build a relationship that leads to a SALE.
Thank Q. Once you have “their” attention the usual social tribal nice-ities are in full effect. The masters of this tradition – our first nations people, in spite of their dismal position in our current economic system, are one of the best role models we have. Study their traditional ways and modern moves —- in which everyone has a voice, everyone can speak in turn for as long as they wish until they have fully expressed themselves….everyone is heard…and everyone is RESPECTED.
As a search and social media strategist I may or may not be asked to show “social proof” of my skills. My knowledge of Media is not consider important – the average Canadian business client wants to know how much it will cost. Typically, they are not even aware of how many fans I have on my fb page, the type of posts I make, how many followers I have on twitter or what I tweet about. They then say in no uncertain terms that they are “too busy” to find out. My response? Time waits for no man or woman. If they choose to ignore the fact that Canada is one of the most connected and media literate cultures on the planet so be it. Their loss both financially and socially….
How can you assign a price to something that you do not even have a value for? The “tribe of Canadian business” owners has not assigned a value to “social media” for the most part they are still trying to figure out search. Further, they do not get the connection between sales and marketing and online world of mouth….still stuck in the idea that they can get referrals from neighbours that they don’t even know…who may be running a credit card fraud operation down their street in their own “nice middle class” neighbourhood…
In the interim, I continue to try to connect to my “tribe” – the CREATIVE and Media Literate. Best described by Derrick de Kerkhove in his book Brainframes as fast paced, flexible, informed, perceptive, ethically aware, technologically aware, environmentally conscious, knowing more than one culture, speaking more than one language, thinking globally, acting locally, ALL with Total artistic perception.
The role of the artist is to update consciousness. It is not a state that most enjoy. Change is uncomfortable and analysis of what that means with respect to big picture factors is not for the status quo. Give them another five years and they will be all on the bandwagon bragging about how much influence they have in their online communities. Human Nature being what it is, not much changes in the hearts, minds and egos of men and women.