Use Social Networks to build social network, decide tu

Simple example of some connections Tcreativo account on Twitter through MentionMapp

Regular visitors will remember and keep sporadic habit analog point in notebooks and pen. The spiral notebook paper, unlike the digital world, have finite extension so that, from time to time, touch pad brand. I just opened a new one when Josep Boada asked me not to forget those notes and passing bits of graphite. In another patient waiting in a meeting escrbir ended up as follows:

Build social networks, not the tools that are called social networks

Come up with a very significant example: Paco Gonzalez, the famous sports radio announcer, opened his Twitter account and a few days, say the chroniclers, the closed before the flood of users, questions, criticisms and demands. It is interesting to read the arguments. Pay close attention:

There are criticisms that I would answer, questions that are cool, people asking for favors ... yesterday I recommended so many books that I was not the final one. I wanted to be in contact with more people, but this is release to a roll, and does not hear nor answer you. And for that, I have the radio.

"Yes, I know some people have many more [fans] ... but I do not give me no time to read all ... I see interactivity"

Professor Manuel Castells published a few years ago an excellent and extensive work entitled Communication and Power . It coined a term - That criticizes Scolari Carlos very well - something daft for the toolkit that has the theoretical power to give voice to all people: "means of mass self." Leaving aside the imperfections that may contain the name, it does reflect one aspect that can reach as possible, in my opinion, from a number - which I do not know, but always talk about the Dunbar number - there is a situation which reflects Paco Gonzalez: what is supposed to exist to generate interaction, becomes reality into a speaker, exactly the same criticism that was made ​​from the mythical origins of the manifest ideology that fueled the two-point-zero.

The "speakers" of mass communication have interesting virtues: it reaches many people, generated thousands of hits and this allows to achieve positive effects as is the awareness that it exists and that many people you have in mind. For example, there are actors who fill their functions only announced on Twitter. But the negatives are still there: it increases the noise (ie messages without interest), the quality of the talks is reduced (people that is not interesting to discuss the difference of knowledge or bad ways) and everything tends to reproduce the same effects of commercial television: you have to adapt to the lowest common denominator of taste to hold masses of users of the same volume.

The positives have their uses for advertising as it has been forever. The display of the reactions (more than interactivity, as Gonzalez points) allows real-time qualitative information on the perceptions, taken with the care you have to take them. But, on the contrary, these effects become positive to negative when what I need is a social fabric in which enmarcarme I needed to produce the star of the sports radio: real and meaningful interactions. Where reaches full this need? Well clearly in B2B relationships and who need to develop a personal brand, personal brand that has a lot to do with the members of those companies whose corporate clients and complicated and lengthy sales cycles. Sales in that reflection, the complexity of the decision and the cost reduces or eliminates the emotional elements involved in that sale.

That is, these people and organizations have to build masses of followers to those who lose track and can not individualize the treatment, but they have to build real social networks, in part, already have. The tool that adds a tool to enhance and enrich the real social networks you belong to reducing the degrees of separation, aumentanto reputation within them and creating "agenda", ie have the ability to influence the creation of discussion topics in a series of networks that converge stakeholders. In this environment, traditional tools such as blogs, Quran, forums and groups and mailing lists (Linkedin, Google, etc.). Allow extensive and reflected comments, links to other sites, retrieve text and past observations and, ultimately, create a process of common reflection, regardless of physical distance and leads to strengthening ties between people united by an interest.

Back to real examples. I run into a company's internal blogger. It takes months to work on this blog along with others. The mission is clear: create a perception within a small and complex market that your company is innovative, is at the forefront of technology and the members of its sales force (consultants, executives ..., etc..) Have a plus vital knowledge to advise. This is where you have to understand the potential of the tool: link more consistently and to people who are not only implies that you have read and, therefore, made ​​an acknowledgment that a strengthening of the relationship, can pave the way for other relationships and involves sharing power, ie show that you have knowledge and information that the other components of this network will value.

Continuing with the potential of the tool and focus on its function, you can do more: to facilitate your blog address attendees at a presentation at a public event, reporting the label that must continue in that space for this day of its themes, announce that efectuarás read a summary of the above and by others in the event adding your impressions (and links) extends the power of relationship-building and agenda. This is followed by the power of "desvirtualización" personal greeting other people connected with it has spun a web of deliberation. In short, use in small audiences and "sophisticated" social tools enabling to increase the strength of actual personal relationships, those in which he shakes hands, and without having to break the ice, you can have a conversation that actually leads to your personal and business purposes.

The implications for corporate social media strategy are important. First, it leads us to segment our network presence in the type of conversations that we want to lead or set. Increases the wealth of relationships and the depth thereof. Consider specialized journalists and bloggers where the exchange must build trust.

In relationships tend to be members of the organization in its sector and its stakeholders. Change measurements: the number of followers is not particularly relevant, interested in knowing who is following and the attention given. Obviously, this does not lead to massive sales of milk cartons, which requires other communication including social media, but is essential if you want to extract the full value of the forms of production that is creating the world of networks: the co-creation, the outsourcing, reputation, innovation ... things that, of course, also serve to sell but not noticeable in day to day. It also improves the organization that learns collectively, empower people and increase job satisfaction.

Tell me if this observation trash book.