It’s not a revolution, it’s a change in scope and perspective

A lot of what we’re grappling with here is scope and perspective. Scope being the general impact of the communications shift we’re seeing across the globe. We are moving away from a shout-it-out-loud, top-down marketing approach thrust upon us by big firms and mega media conglomerates, to a Summer of Love-style, let’s-talk-about-the-issues form of social communication. This change is huge-big as Kathy Gill likes to says. Perspective, of course, is what Charlene Li addresses in Open Leadership. With all of these new tools at our disposal, are we being diligent and asking the tough questions? For example, “Is this good for me?” Every company is different, every organization unique. We have to look at what matters most. Is it money? Is it engagement? Is it customer satisfaction?

There is a place for all of this in business and communications. But as professionals, we are responsible for sifting through the hype and determining which tactics are best for our companies, be it a one-person startup or a Fortune 500. I like the everyman that Clay Shirky portrays as the champion of social media in Here Comes Everybody. But I respect Malcom Gladwell’s take on “weak ties” being exactly that: weak. Is this a revolution? Or is it simply a shift in scope and perspective? Gladwell takes on Shirky in this fantastic article from The New Yorker.

Open Leadership has many case studies of social media success. These tools work for certain companies in certain situations. That’s the exciting part. What’s difficult is being on the inside with all of it at your fingertips and having the guts to say, “We actually don’t need to be on Twitter.” The opposite is true just as much: having the confidence to convince your boss that a company blog is a good idea. Scope and perspective. What does it mean to you?

Bottom line, learn as much as you can and make informed decisions. We’ve never had so many options. Understanding what’s out there is where the real power lies.