Antisocial media: Why most associations grasp the 'media' part, but not the 'social' part, of social media

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The web is littered with social media initiatives (particularly blogs) that are missing out on the full possibilities for the medium. I've watched more and more organizations decide that they need to get with the web 2.0 program, jump into social media initiatives, and inadvertently launch antisocial media initiatives.

These antisocial media initiatives are never launched deliberately. In my view, the organizations who create them are simply ignorant about the 'social' part of social media. And in the web 2.0 world, their inability to deliver media with a fully developed understanding of the 'social' aspects of social media is a distinct disadvantage.

I have long advocated that the best way to learn about social media is to just give it a try. I still do. But trying social media doesn't mean you've learned social media. There definitely are "wrong ways" to blog, although I don't think there is any one "right way." To fully tap into the benefits of social media, you have to treat your blog as a conversation. Failure to do so makes your blog more like antisocial media than social media. Remember, conversation is a two-way street, you have to listen and inquire as often as you talk.

And the conversation isn't all about your blog: If you write a blog but don't read others' blogs, comment on them and link out to them, what you have is antisocial media. My mom taught me that God gave us two ears and one mouth so that we could listen twice as much as we speak. Unfortunately, many seem to believe that God gave them ten fingers and two eyes so that they can type five times as much as they read. Consider how you felt the last time someone cornered you at a party and couldn't stop talking about himself. Your blog can develop a similar social dysfunction.

Furthermore, while the bulk of the conversation in social media happens on the web, it isn't all web-based: If you write a blog but don't email other bloggers directly, talk to them on the phone and break bread with them, what you have is antisocial media. It sounds trite, but given its namesake, I would assert that social media is about relationships.

Organizational blogging takes much more than adapting press releases or other corporate communications. It takes socializing. Anything less is considered antisocial behavior by the bloggerati. And the result will usually be lower interest in your quote-unquote social media initiatives.

Why do most organizations fail to grasp the 'social' part of social media and inadvertently find themselves stuck with antisocial media? I think it's because they view social media as just another tool to deliver their message. The reality is, social media isn't just another tool. Those who simply view social media as new bullhorns through which to shout their traditional messaging miss the point. They'd actually be better off just sticking to their old traditional ways of doing media.

Perhaps they view the social part of social media as frivolous, unnecessary, uncomfortable or time-consuming work better left to someone like a sales or field rep. Unfortunately for them, they are losing out on the best opportunities available to organizations who use social media .

This list is by no means comprehensive, but I think if you follow my seven tips for new bloggers, you will have at covered the basics and not make a fool of yourself. However, there are many, many more cultural norms in social media that aren't obvious. Ignorance is not a defense: if you don't want to be relegated to an antisocial media maven, learn our culture.

Tagged: Antisocial Antisocial Media Association Management Associations blogging blogs CAE Certified Association Executive Social media