The Dark Side Of Social Media?I've been thinking about this topic for quite some time, never entirely sure of how to phrase (and frame) my thoughts on the matter. Then, as so often the case in this brave new medium, some serendipitous posts brought it to the front of my mind. (Damn it turned out long.)
I haven't put this on the blog, so I guess
#gplusonly is appropriate. :D
So, a lot of people to thank for inspiring this post, most notably
+David Amerland for his post,
Permission To Misbehave, (
https://plus.google.com/+DavidAmerland/posts/5CbcAsXTVrm),
+todd l lebeauc for
Welcome To The Revolution (
https://plus.google.com/u/0/+toddllebeaucplus/posts/Qd5XS2ZEJK2) and
+Imran Sq for both
Mind's Eye (Permission To Manipulate) (
https://plus.google.com/u/0/+ImranSq/posts/KR4cd1pkW4r) and
Social Media Influencer: Are Hidden Persuaders Compatible With G+ (
https://plus.google.com/u/0/+ImranSq/posts/KR4cd1pkW4r).
Honourable mentions also to
+Alexandra Riecke-Gonzales and
+Owen Ellis whose comments on several of the above (and whose own later posts) made me think more, and especially again to
+Imran Sq for inspiring my title. :D
[Edit: And special thanks to
+todd l lebeauc who took pity on us and compiled the post and all comments into a (regularly updated) downloadable pdf here:
https://plus.google.com/u/0/115091224082668507135/posts/awfNmFvtsKd ]
So, with well deserved thanks (but none of the responsibility ;) ) given...
As I mentioned in discussions with all these people, this issue is something that we should not lose sight of, but which nonetheless should (I fervently hope) not affect the way in which we approach and use the medium, or this platform.
I also have to say straight off that I admire and respect the way that so many people have embraced the spirit of what I think the best of us are trying to achieve here, and done so in the most positive and encouraging of all ways.
Each of the posts above either prompted or directly addressed questions that really strike at the foundation of what this place is, and what we are all doing here. A corollary of that raises the original question of authenticity too.
Marketing MotivesWe're here, and we make use of this medium with, I think, a very real enthusiasm for both it's capabilities, and its potential. But a vast majority of what I will call “professional” users of G+
arrived here for very specific reasons.
Marketing reasons.
And there's nothing wrong with that at all. We came to explore the potential of this new platform for marketing reasons, and I suspect that a lot of us, while finding it's value, (more on that later), also found a real enjoyment, and even excitement, in it that has, if anything, only underscored that worth.
Marketing ValueWe found value all right. (See?) With a couple of caveats of course. In fact, what
made it valuable was the fact that the old ways had started to fail. If a semantic web was the future, then content was the future, and the only way to get that content appreciated was to have an audience.
And it quickly became obvious that the old ways of getting and treating audiences didn't help in an engagement driven market. And that led inevitably to something quite new...people who understood the shift convinced companies to start treating their clients like human beings. To respond to them on a personal level. To be more human, in other words.
If search is looking for trustworthy, credible and authoritative connections as part of its evolution, then if we seek to use search, we must likewise evolve and develop those connections. And that in itself (regardless of motivation) is an admirable goal.
The Rise Of InfluenceYou see a lot of tips for G+ that talk about the value of influencers, even on how to approach them and become known by them, and perhaps even promoted by them.
And I have had the privilege and pleasure of meeting (online) and talking with some who surely deserve the title, and one and all, they obtained it in the most natural (authentic) way possible...by being genuine, incredibly knowledgeable, approachable and highly engaged in their spheres.
Again, absolutely nothing wrong with that. In fact, everything is
right with it, and their “title” is, as I said, well deserved.
And clustered around them, very much like the visual representation of shares and +1's :D are the people they influence, who learn from them, and then in turn influence and teach others, etc. And many of those people are here and doing it for the same reason most of us arrived in the first place.
Marketing reasons.
Does that invalidate any of the connection and engagement? I don't necessarily think so. The point of it is that it is as real as any other “real” connection.
And like “real” connections, these connections are
formed for any one (or many) of countless possible reasons, not excluding advantage in whatever field is important to the people involved at the time. Can (and do) these connections grow into less self-motivated ones? Without a doubt. Do they all? Of course not.
The Authenticity ConundrumA fact that some of those people at the top brought up implied the question of how trustworthy or authentic can somebody be, when their motive is to sell you something. Even if not today, even if not tomorrow, but some time. Indeed, the implication continues, how authentic is a persona whose objective is to, ultimately, if not directly sell you something, then perhaps take advantage of your own audience to at least promote themselves or something?
In effect, does the social model take marketing motives into account?
To me though, that's only a secondary consideration. As I said elsewhere, it doesn't matter. (And I suspect it doesn't matter even more in the spirit of use I find in the majority. Are there exceptions? Of course. But they're remarkably few, even for a (relatively) fledgling platform, and education is probably key there (as everywhere).
If you are providing value, it will be to your benefit one way or another. If you're not, sooner or later people will figure it out and your stock will plummet. It will probably balance in the end.
But as I said...this isn't the real question for me...the real question is whether true authenticity is even possible. Or if we have to settle for as close as it is possible to get.
Honesty, Transparency, Trust, Credibility, AuthorityThe way I look at it, (and as I've mentioned before in other posts), we only get (and give) as much transparency as we are willing to risk.
That's perfectly understandable. But what it also means is that authenticity actually translates to “be your public self.” And that's fine too. Nobody wants to give their business or their employer a bad name, and the importance of this is being pushed so hard, the consequences of a misstep might be (or might be perceived to be) dire.
The more authentic you are, the less transparent you are likely to be. Because what you really think or feel might not be something you think would be good to project.
No doubt the more perceptive amongst you will have suspected that I was not christened with this
nom de plume. :D I use it partly because I'm here in a private capacity, partly because because I wouldn't want anybody tarred with my sometimes odd brush, and partly because I'm a rare sort of neo-luddite who distrusts the technology he uses every day, was raised to be anonymous online, and thinks it's none of the internet's damn business. :D
Two things...The first is that this gives me (I believe) a freer rein to be authentic (including posting random musings like this). :D
The second is that although I don't promote any business, or myself really, I
still arrived with marketing motives. I came to see what the fuss was about and I stuck around to learn. But I started engaging with people because I found so damn many smart people to talk to, debate with, and learn from, that I found a whole new mindset being formed.
Y'know, I started this post intending to doom and gloom about how authentic could things really be, and how peoples actions were underpinned by their motives, but it looks like I talked myself out of it. :D
Yes, authenticity is only authentic for a given value of it. But so what? It's the same value it has in
any social setting, from your office to your supermarket.
We
never know anybody truly. But it doesn't affect our ability to live and love and form a working society. As somebody who has been online a long time, I'm well acquainted with the authenticity that anonymity can bring to connections. I see no reason that transparency wouldn't make the same thing possible, at least to the same level that you would have in any F2F business transaction.
Ah, forget it. :D You're all authentic enough for me. Don't stop now. ;)
#authenticity