Liz Strauss at Successful Blog

Thinking, writing, business ideas … You’re only a stranger once.

April 6, 2009

It’s Not How Big the Tool … It’s the Thought, Skill, Fluency, and Authenticity Behind It

ME Liz Strauss wrote this at 8:14 am

Show ‘Em What’s to Love

Are you caught up in the conversation about social media tools? It’s fun to talk about what they do. We could spend a lifetime inventing new toy and tools that measure and move conversations on the Internet. Unfortunately, that won’t make business more relational or more efficient.

As we reach further fragmentation in the communication business, influx points how critical it is for us to specialize, get to know the tools and to put them to proper use.

Ad agencies aren’t that well equipped to play in this space, given their fundamental skills are all about creating commercial messages, not bare bones, message free entertainment. In social media, it’s about having specific tools, data sets and people skilled in the media who can create responses and ideas with social applicability.

In the short term, this will force agencies to identify and work with third parties to engage in this practices, where strategically relevant.

The opportunity is here for new working relationships. We can make the transition easier if we:

  1. Think vertical — the business opportunities will be in relational niches.
  2. Start with a marketing plan, a problem or a goal that your vertical is working on.
  3. Choose and use the tools that will best meet the goal and solve the problem.
  4. Name and claim the skill sets that the tools you’ve identified require.
  5. Evaluate and analyze the contribution of each particular tool to further the solutions and meet the marketing goals.
  6. Propose what you know to the companies in the vertical you’ve chosen.

My point is that no big brand, no agency is going to be able to speak print, television, radio, Facebook, Twitter, LinkedIn, blog, and other social media with fluency. Few people are that social media “multi-lingual.” The opportunity to specialize is huge.

It’s not about the size or scope of our tools. It’s our thought, skill, and authenticity when we use ‘em. It’s about showing them what’s to love about what we do.

The key problem before us is …
How do we help business become fluent in the social sphere while maintaining authenticity for us all?

–ME “Liz” Strauss
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24 Comments to “It’s Not How Big the Tool … It’s the Thought, Skill, Fluency, and Authenticity Behind It”

  1. April 6th, 2009 at 10:28 am
    Christa M. Miller said

    I tend to think it starts with understanding how a company’s communicators — CEO, CMO, staff, whoever — naturally communicate themselves, in person. Then to figure out how that fits in with a marketing strategy… and be able to adapt according to the ways their natural communication style and needs change over time.

    Ideally, even when that single person’s needs change, they won’t abandon the original tool… simply find someone else whose communication style fits it, so that that marketing base is still covered, while they move on to finding the next best tool for them.

    This kind of empathy naturally leads to transparency, then to an entire company’s fluency.

  2. April 6th, 2009 at 10:34 am
    ME Liz Strauss said

    Hi Christa!
    In new territories we all need a guide, a friend who knows the way, the pitfalls and the opportunities. We have the experience to offer, but we need to know how to provide a service in a way that those CEOs, CMOs, and staff can see the value to their plans.

    Fluency in a new culture is more than knowing the language and the geography. heh heh ;)

  3. April 6th, 2009 at 11:14 am
    Keith Burtis said

    Liz, I agree with this 100% My thoughts are that traditional agencies are jumping in with their salesmen in tow before they even have five minutes experience. They are playing the “yes we can” game assuming the digital space is no different than any other method of shouting a message. Some are taking the time to listen, learn, and engage first, but the ones that are not will spoil the pot for others. The online space is built on trust not how big your billboard is or how big an office you have on Madison Ave.

    Great Post.
    Keith

  4. April 6th, 2009 at 11:36 am
    Adrian Dayton said

    Specialization is really key. I am working with attorneys to develop social media plans and while they could benefit from using the entire suite of Facebook, Linkedin, Twitter, and Blogs- its pretty overwhelming.

    They need to learn a couple of tools well, and execute.

  5. April 6th, 2009 at 12:06 pm
    DaveMurr said

    When it comes to the social sphere, I’ve discovered there are two initial fears that companies/organizations have.

    1) Many now fear that they are going to be left behind if the do not jump into the social pool ASAP.

    2) Many, once they’ve run up to the pool, immediately go towards the deep end and once they see how deep it is, begin to back step. Some even fall in and now have to avoid drowning or get their way to the shallow end of the SM pool.

    Our responsibility, I feel, is to communicate that though the pool may be deep and huge, you don’t have to dive right in. We need to take the time to communicate that its okay to step back, access and then selectively choose the tools one may need to build the social media pool they are comfortable and ultimately happy with.

    This isn’t sacrificing authenticity, its strengthening it!

  6. April 6th, 2009 at 1:10 pm
    Kathy | Virtual Impax said

    Liz- this is why I adore you! I was just reading elsewhere about crafting a “Twitter strategy”… like Twitter is an end instead of a means to an end!

    Twitter is yet another communication tool - just like blogging and the web before it. If you aren’t clear about your message - then it doesn’t matter WHICH tool you use to broadcast it - it won’t be clear.

  7. April 6th, 2009 at 4:59 pm
    Tim Bursch said

    Very true. It’s like a carpenter being enamored with a new nailer and telling customers about the “new” tool. When all they want is a well-built house.

    Answer to your question- Be real. Am I really an expert at X? Maybe/maybe not. People want honesty and openness. Might take walking alongside…

  8. April 6th, 2009 at 6:49 pm
    Todd Smith said

    Tim, I like your analogy of the carpenter and his new nailer. It reminds me of the way everyone gets caught up in my profession with the latest and greatest pro camera. I found that when I stopped thinking about new cameras I found that my gear was perfect for what I do, and I spend all my energy now searching for good shots, not pining away for new gear.

    Same with SM. I’m still learning the tools, but I’m finding with the little I’ve learned so far I could spend lifetimes just developing the relationships that are now budding. Do I really need to do it all? Sometimes it’s what you don’t do that defines you too.

    Thanks, Liz, for reminding me to go vertical.

  9. April 7th, 2009 at 6:42 am
    ME Liz Strauss said

    Hi Keith,
    I’m finding that even those who listen and learn may not have the social skills need to engage in the most strategic fashion. Often what’s needed is a nuanced sort of personal business response — some folks need practice at blending the two types of reactions.

    Then, like you said, some think they see how the tool work and adapt the tools to their own uses. Wish we had ideas for how to help them be more successful. Got any?

  10. April 7th, 2009 at 6:46 am
    ME Liz Strauss said

    Hi Adrian,
    I’ve worked with attorneys. Their natural dispostion toward delegation and “being in charge of the conversation” makes it difficult to develop the online conversation that can bring the most value from using the tools. Those who are ready to pich in and try it often find little cooperation from their counterparts.

    Have you found ways to get solos like lawyers more interested in working with people with need to be in full control?

  11. April 7th, 2009 at 6:56 am
    ME Liz Strauss said

    Hi Dave,
    I hear a subtle message, especially to the big brands that they need to be doing something and whatever they’re doing isn’t enough. They’re often criticized for doing too little.

    I think we need to find a way to help them enter the space with “training wheels” and less focus on them.

  12. April 7th, 2009 at 7:01 am
    ME Liz Strauss said

    Hi Kathy,
    If I might take what you said one step further “And even if you’re clear about your message, if you don’t say something that shows you care about me, you won’t get me care about your message or you.”

  13. April 7th, 2009 at 7:02 am
    ME Liz Strauss said

    Ah yes, Tim,
    Everyone likes learning, few like being taught. Learning together is a far better way.

  14. April 7th, 2009 at 7:05 am
    ME Liz Strauss said

    Yeah Todd,
    It’s the guy who uses the tools that makes the art. :)

  15. April 7th, 2009 at 12:52 pm
    Todd Smith said

    Liz, I hear you say it so many ways. Your message is always same: social media tools are just a way to connect. If you use the tools without really connecting you miss the point.

  16. April 7th, 2009 at 6:42 pm
    ME Liz Strauss said

    Hi Todd,
    That is the whole point. We gotta keep the social in social. :) heh heh

  17. April 7th, 2009 at 6:48 pm
    Todd Smith said

    right on!! :)

  18. April 7th, 2009 at 9:04 pm
    David Pancost said

    I’m wondering if we’ve missed something important. Is it really about the message or is it more about the heart? If we are moving more toward a trust based business relationship, then what creates trust?

    We talk about authenticity, but what does that mean in a business/trust context?

    I see two main problems that need to be addressed. The first is time. Building effective relationships takes time and effort. This is often used as an excuse to avoid social media, but the objection is rooted in a certain reality. Digging through the social media noise and working toward building quality relationships is going to cost. Is the cost worth it? That is a question our clients are asking and we must effectively answer.

    Secondly, there is the issue of self-centered promotion at the expense of client-centered activity. Listening is the place to start here, but that, again, takes time and requires a client-centered heart. How do we work to create that heart in the client’s we work with?

    Does any of this make sense? Am I out in left field? What do you think?

  19. April 7th, 2009 at 9:20 pm
    ME Liz Strauss said

    David,
    I think you’re saying something incredibly important.

    Trust has always been at the center of great business relationships. We trust the guy that we buy from will be there to repair what breaks. That the company will come out with the next in the series of what we bought. That our favorite book store, clothing store, diner won’t leave us stranded and looking for a new home.

    Trust comes in circles of relationships. Look at small towns. I don’t know everyone, but I know his friends — so I know whether I want take a chance on whether I’ll trust him…. or not.

    If we put our heads and hearts together with a purpose that is centered in doing something right. That resonates with trustworthiness. Our offer makes sense, appeals to the heart, and works in people’s lives. They’re willing to take a chance on trusting that. Then our only just is to live up to what we promised.

    Does that make sense.

    Give something worth trusting — invest first and people invest back.

    Does that hit what you’re saying?

  20. April 7th, 2009 at 10:05 pm
    David Pancost said

    Hi, Liz,

    Yes, your comments kind of hit on what I’m saying and I definitely agree with them. I especially like the small town analogy. Fits very well.

    I was particularly thinking in terms of your point of thinking vertical, and addressing the opportunities in whatever vertical one chooses. Specifically in offering your “expertise” to that vertical.

    The question I was thinking of was how do we help those with no experience in the social media learn to communicate their heart, and build trust? Especially when they have mostly been taught by major media to broadcast a “message” rather than to build authentic relationships. It creates a whole new learning curve. How do we help re-educate? How do we help companies in our vertical move from “message” to heart?

    Does that help clarify what I was asking? Am I thinking all right here, or am I off base?

  21. April 8th, 2009 at 7:39 am
    ME Liz Strauss said

    Hi David,
    Yeah it helps a lot!
    I immediately think … They have to want to learn first as in you can lead a horse to water.

    I don’t think the question of learning to communicate with the heart started with social media. What you pose is a question of world view. I believe that great companies have always been looking at how to serve customers well.

    As far as need to teach those who learned it wrong, well, the person to convince is the one in the corner office because it’s a cultural shift. Refocusing an enterprise around the needs of the customer and allowing the time for the new relationships to build requires the support from the folks who protect the jobs.

    The best we can do is show the inherent sense and invite folks to participate in nonthreatening ways in which companies can get benefit of social media relationships with little risk. I should write a blog post about what I mean here.

  22. April 8th, 2009 at 8:17 am
    How Do You Invite a Shy Company to Taste Social Media? - Liz Strauss at Successful Blog - Thinking, writing, business ideas … You’re only a stranger once. said

    [...] night David Panscot wrote a compelling comment on my blog. His question was how do we get people trained to broadcast a message to become part of [...]

  23. April 8th, 2009 at 10:53 am
    David Pancost said

    You said:

    “What you pose is a question of world view. I believe that great companies have always been looking at how to serve customers well.”

    I absolutely agree with that. Too many people trying to make money on the Internet are coming at it with the wrong world view. “It’s all about me.”

    The good companies know deep inside that it’s all about the prospect and customer. Those are the companies that will succeed in social networking. Many of them already are, they are just not doing it online yet.

  24. April 14th, 2009 at 2:27 pm
    Why do you Tweet? @ DAPancost.com said

    [...] Liz Strauss of Successful and Outstanding Blog(gers) wrote a very thought provoking post entitled: It’s Not How Big the Tool … It’s the Thought, Skill, Fluency, and Authenticity Behind It. In it she asks the question: How do we help business become fluent in the social sphere while [...]

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