Focus can be a dangerous thing.
Have you ever played golf? I do on occasion. It’s generally not pretty. Whenever I get a golf club in my hands, even if it’s just at a driving range, I face a battle. The battle is between trying to be mindful of how to swing a thin stick made of carbon fiber composite with this funny little bend at the end at a ball in such a way as to make the ball go straight and far…and completely forgetting I’m doing any of that. Usually what happens are one or two good shots and then some wicked hooks and slices.
There are many pursuits which are similar — learning a musical instrument, playing video games, and for me — driving a stick shift. Everything goes along swimmingly until that moment you realize what the hell you are doing and then it precedes to all go sideways (which if you’re driving a car is usually the wrong way to go about any sort of forward progress). However, when it’s right, you forget what you’re trying to do, the world falls away and you just do it.
What is usually referred to as “social media” is like that. The best examples of social media gone wrong are usually the result of someone over-thinking and trying too hard. It feels false to anyone who sees it and thus whatever effect was intended is lost. (See the recent Applebee’s fiasco for an excellent example)
Almost three years ago, I wrote a piece titled “A Look Back @ Twitter.” It was, by far, the most successful, most read piece of writing I’ve posted here and continues to be found and read (more than 2,000 views out of the more than 10,000 I’ve received on this blog). At the time I wrote it, I’d been on Twitter for almost 3 years but only seriously using it for about a year. I have now been on Twitter for more than 5 years (it will be 6 next July) – which is like a millennium in web timescales. If you’re interested, I think the post is still pretty true and has held up relatively well, so it may be worth your time if you haven’t read it. I only bring it up to point out that since I wrote it, Twitter has changed — as well it should.
When the modern Internet developed (not back in the ARPA days, but more recently in the boom times of the 90s when the idea of it went mainstream), it was a tool in search of a problem. A number of people and companies came forward, sure in the knowledge they had figured out the secret, and they tried to make the Internet and the World Wide Web (that term sounds so freaking archaic now!) fit that vision: commerce, communication, whatever. Most of them failed. Some had some success and everyone kept trying because it was just this huge, wondrous thing that everyone knew would be vital…somehow.
Then came “Web 2.0” — a defunct marketing term if ever there was one — and after that “social media.” While there was much corporate verbiage thrown about related to leveraging communication, targeting consumers, engaging audiences, and other such nonsense, what it all basically boiled down to was a bunch of people throwing stuff up on the wall and seeing what stuck and never being quite sure why it did.
But what sticks is this: LIFE.
People want to do what they’ve been doing since we started banging rocks together: find and acquire things (food, love, a good place to find the right kind of rocks), talk to other people about the things that interest them (food, love, what kinds of rocks are best to bang together), and knit themselves into a supportive social web of people that will make it a little easier to bear all the times when you can’t find food or love, or when you bang your thumb with a rock.
Where a lot of people (and companies spending obscene amounts of money) went wrong was in thinking that the “technology revolution” would change society. Instead what it has meant is that technology has changed. If you’re as old as I am, you remember what technology used to be: centralized, top-down, and hierarchical. Think mainframes. Think Ma Bell. Think broadcast network television. It was all still based on being pushy with electrons, but now it is more often (but by no means always) crowd-sourced, bottom-up, and nonlinear.
And that brings us back to Twitter (and Facebook, Tumblr, Reddit, Google+ and anything else ever referred to under the umbrella term of ‘social media’). Some of the people I met online during that my Twitter early days have bemoaned, as I have on occasion, that Twitter back then was more fun. No one knew what the hell we were doing and it worked. Most of my strongest relationships with people I’ve met online were started during that time period, with many having become close friends in my life-away-from-keyboard (aka #LAFK).
Outside the Twitter bubble, I always surprised to still encounter a lot of antagonistic feelings about Twitter and other social media services, often expressed as: “Why would I want to post everything I do online?” “No one really cares to hear that I am having coffee and a bagel!” and so on.
What I think almost everyone missed (even the folks working at Twitter) was that the reason it works is not that it’s some genius piece of technology, people are incredibly narcissistic, or that it’s a revolutionary communication tool — no, the reason it works is that it’s Life with a capital letter. Life is full of messy conflicts, vacillating between order and chaos, between breathtakingly mundane and prosaically entrancing. But when Life is presented concisely and with most of the uninteresting bits edited out, it’s pretty damn riveting.
So for all the self-described social media gurus, experts, wizards (and all the other inflated, meaningless titles) out there — stop it. Just stop it. Quit trying to con people into thinking that good technology requires an elite priesthood to understand or use it when the exact opposite is true. The better the technology becomes, the less separation there is between it and us. That’s the whole point really.
I guess this is my roundabout way of revisiting that “A Look Back @ Twitter” piece I wrote ages ago. Twitter has grown since then, and the ways we all use it have changed, but it continues to be a part of my life because it is inseparable from my life – I don’t mean I couldn’t live without it…just that there is no part of my life that hasn’t always had a place in how I use Twitter. As my wife knows better than anyone, my Twitter posts are a pretty damn accurate representation of who I am — random interesting bits I want to share, snarky commentary on things I don’t like, and keeping in touch with the people who are important to me. And the people I follow on Twitter reflect what I look for in the world around me – humor, intelligence, beauty, new ideas, and people basically not being dicks. For better or worse (and it’s probably both), it’s authentically me.
This is why the idea of “social media” is a myth. It’s not new; it’s the same thing humans have always been doing. We get too hung up on the details of the mode of communication and spend too little time focusing on what we’re communicating. This does not require a digital priesthood of gurus showing us the way, it does not require us to engage in the “right” way – it merely requires that we communicate in a meaningful fashion. This is true for corporations just as it is true for people.
Having a “social media strategy” is like what having a “telephonic device strategy” would’ve been like at the beginning of the 20th century. If you have to compartmentalize a method of communication that thoroughly, chances are you’re doing it wrong. Technology and buzzwords change too quickly for that ever to work. Just be who you are and, as I wrote in my earlier piece, “a ‘tribe’ of like-minded people organically grows out of that.”
The more any technology allows that to happen, the more successful it will be and the more ubiquitous it will become. The further from that a technology or service strays from that by attempting to subvert, control, or manipulate (*ahem* Facebook), the less successful it will be.
Communication is older than humans. Older than mammals. Bees doing a dance to show the way to a food source, ants identifying others from their own colony — even these aren’t as far back as it goes. Think single-celled organisms releasing and receiving chemical signals. But for the past 100,000 years humans have communicated better than any other lifeform on the planet, and we’re still not that great at it a lot of the time. We’re getting better at it though and technology is the only real way it’s going to continue to improve.
What has been called “social media” is part of that improvement I think, and at the moment, I still think Twitter does it better than any other similar technology. But identifying it all as something separate from “communication” is a pointless exercise – it’s like picking one fork of a river and saying “This is separate and distinct from everything else! I declare this water behaves differently than that water over there!” I’m pretty sure that would come as a surprise to a fish swimming downstream.
I’ll conclude here with my not-so-secret secret for social media success, if that kind of thing is important to you: Just stop thinking about what you’re doing and be who you are — and if you don’t like the results of that, trying becoming who you want to be. If you can do that, I promise you will never need a social media guru. If you can’t do that, the problem isn’t how you use social media, it’s you.
Yes, the title of this piece is a reference to the Mel Brooks movie, and like the movie, I’m not sure there will ever be a part 2.