Why Search is a Waste of Time and Social Media allows us to Gain Time

“No matter how fast it seems, most search is a waste of time. In a way, we are using time (i.e., the time-based structure) to gain time.”

This quote is from a recent opinion blog in Wired Magazine online and it hits the target in clarifying what I have been trying to say to my clients for years now about the difference between Search and Social Media.

Yes they are two different animals. Why? because Social Media is Time Based and Search is not. The issue of time based vs non time based media is one dear to my heart as I studied Classical Animation. Animation is a time based media as is performance art, dance, music, new media, and some visual arts. “Usually time-based media are video, slide, film, audio or computer based and part of what it means to experience the art is to watch it unfold over time according to the temporal logic of the medium as it is played back.”

I know this to be true because of all the social media platforms, I have always loved Twitter the most. I knew that it’s “real time” communications and it’s dynamic quality were key factors in my love affair. David Gelernter goes on to state that this time based quality — which is inherent in New Media— creates new way of structuring time on the internet. This new structure re defines time on the internet, taking it from static websites and search results to the “streams” of data arising from your curated interests that constantly add into your feeds. As seen from the author’s sketch below we are at the intersection of the “now” and the “new”. We are now fully engaged and informed by Social Media.

“Instead of doing an endless series of separate searches, we tune the knobs on our stream-browser to continuously feed us just the information we need.”

Image

Unlike Search which brings up pages for you to review, having your social network set up to monitor people, topics and issues that are of interest, allows you or your business to always be in the moment and in the now of the conversation. This is the Zen state of being.

“But it’s about time: “Bring me what I want” is almost always more useful than “Let me rummage around and see what I can find.”

The other awesome point that he makes on this paradigm shift in communications is that this state allows for an abundance of creativity. Again for those of us who love to create content on the fly this is the best place to be as it allows for constant inspiration, insight and interpretation.  This is the state of artistic perception that McLuahn referred to in his definition of an artist as being one who “updates consciousness “. The Artist is one who lives in the moment and not in the past or the future.

“Yet it took us more than 20 years in computing to get here. The field has finally moved from conserving resources ingeniously to squandering them creatively.”

How true. I have been engage with new media studies for 20 years now and remember the MIT article that I zeroed and keep in my files up until today that speaks of the coming convergence of computers, video and telecommunications. Today we have the net, you Tube and smart phones. What matters most are not the devices themselves but the new real time communication channels of Social media that run across our devices via the internet and deliver great content to us. This in turn allow you to place that information, be it text, image or video, in a context that is relevant to your business – thereby adding value each and every day to your personal life or your business. Over time that value becomes enormous as your networks grow in influence and reach.

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Happy Creative 2010! Get your Search On!

When considering what to do over Christmas I came across a list of best books for 2010

Reviewing the list I was both shocked and surprised to find the top three books were about Creativity and Ideas but happy that I could download 2 of the 3 of these books on my ipad through the KOBO application.

I was shocked because these book are NOT reflective of the current state of the Canadian business world at all – and I would hazard to guess that is the case in small town USA as well. While I am still waiting for the trickle down effect on Richard Florida’s notions of Creative Culture in Toronto, with a new mayor who aims to run the town for profit only and whose first words were that the “party” around the notion of “green” is over it is back to the basic Burger culture with all hopes of a larger sphere of cultural influence extending outside the core of G20 Ground Zero to the burbs resounding like a large methane fart….

For the most part small businesses do not even have a budget for the most creative part of their business plan loosely called “marketing”. Further — they totally miss the tie in between creative sales and marketing, never mind the fact that social media is NOT free, you have to pay someone who “gets it” to do the job of curating all that stuff….

I was surprised because the recessionary mindset loves to bash the Creative even though they are the only ones with the talent to generate ideas in the new knowledge ecomony, witness Google giving its employees 10% raise for Christmas and 26 year old Mark Zukerberg being names TIME Magazine’s “Person of the Year”

If I were to sum up the 2010 year with respect to the number one discussion with my clients -sadly it had nothing to do with Search and Social Media always revolves around a struggle over ideas and creativity. This is contrary to the very notion of the creative act, which is about FLOW. Again and again we reach an impasse where my creativity is questioned over their knowledge of their business offering. This encompasses everything from the smallest decision on ad word copy or to large campaign concept. It hurts my head, heart and mind as I never win the duel and it makes me wonder when the 50K I invested in ART school training will EVER be recongnized as having any validity whatsoever…

“Success benefits the body, but failure develops the Mind”

And yet I soldier on, with sword in hand a daughter of ART the Farmer.. I read an article yesterday on the web that asked why Big Business is having so much success in Social Media and the answer is the same as it was in the old days of Advertising – Big companies employ small Creatives, like myself – who have “unique” ideas and who go to bat for them at the boardroom table and argue passionately for their right to execute them in order to engage users with the brand and ultimately drive sales…go figure, what a concept…duh…

It is not the BIG company per say that embraces the idea of Creativity, rather – it is individuals within the organization or those hired by the organization to create ‘buzz”, generate new ideas and execute them. They take the risk and the big company funds it. Win or loose Big Biz has no choice for someone must be reading the books on how Creativity RULES – I would guess it is what McLuhan called the “print bastards”. Creativity is not an experiment, it is a business imperative. Read the top three book on the list above and tell me if this is not the case argued again and again….

What happens with small businesses is that they have the “employee/employer” mentality in which only the BOSS has really good ideas. They may hire marketing “experts” but do not want to surrender even for one minute their vision for their brand…and so it quickly turns into the “I am paying you to….scenario” to which I reply with attitude, “paying me to do WHAT??? the same old same old?” And yet – the expecations at the end of the day are that you will elevate them to ROCK STAR status.

The reality is that small business in Canada is so far behind the times that it is not funny. Not only should they take on a true leadership role and “delegate” the task to those who have expertise in the area of idea creation — in 2011 those BIG companies who are really progressive will be hiring creative types who know how to engage the audience, get them to interact and make applications for just that purpose.

Speaking of creative companies, Google is celebrating it’s 10th Anniversary in SEARCH and has created a great little application on You Tube that let’s you get your “Search On” Check it out by Googling You Tube / Search On. Here is my contribution to the Search On Stories…. Time is ART 2.0 Just as it was in the daze of Disney — I believe in happy endings in which good triumphs over evil….lol…