Framework for Change

“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.” — R. Buckminster Fuller

The pitch starts like this "I thought you might like to hear about the cool new social media tools that will be utilized by" so and so organization at the so and so event. And I wonder, so what? Are ultra tech features pumping out the program through mobile devices going to bring attendees closer to each other?

Because one of the benefits of attending certain events is meeting and getting to know others who are also there. Think intimacy, discovery, exchanges, the psychology of being in touch with others. Unless you're going for a purely evocative experience, in which case you're probably more focused in the change you wish to feel internally.

Why, then would I want to share such features with my readers? What's in it for them? We do know what's in it for you - you're thinking publicity. Instead, I'm thinking valuable content. And that you're missing the point altogether.

The people who are going to succeed in business are those who find a way to build a context in which new things are possible. Social media is not a set of add-on channels for the same message. Yes, it is useful to make available ways that people can use to express themselves and communicate with you and with each other. How about pen and paper?

What good is it to be able to find people everywhere, when they cannot find their place of connection wherever they are? We can explore new ways of collaboration. Sure, as Kevin Kelly put it, the line between the wisdom of the crowd and the stupidity of the mob is very fine. However, structure drives behavior.

Technology is not meant to make all things transparent. It can help define a framework where change is enabled and business can be designed through interactions. Conversation is a process of thinking together, as opposed to alone. The original meaning of the word "conversation" is to turn around, to transform. Can we find once again the art of conversation?

[with Chris Brogan at the Inbound Marketing Summit, Bill Lublin]

© 2006-2009 Valeria Maltoni. All rights reserved.

Comments

[John Spence]

When I first started using social media I was overwhelmed. 10 gazillion ways to communicate – millions and millions of people – blogs, podcasts, tweets, digs, Facebook, My Space… I was crushed in a tsunami of information. Now I have waded through the storm and found my footing. I have found a few favorite places where I feel at home. When I go to those sites it is like visiting with friends (such as you Valeria). We have a conversation, we share ideas, we create connection. I then take what I have learned and bring it into my off-line social world – more conversations, more connections, more learning and sharing. I live in a fairly small town (Gainesville, FL) with a small group of friends and colleges but through our various connections on the Internet we bring the world to our conversations, making them richer, deeper and more meaningful then every before. The Internet gives the art of conversation a global palate to work from and endless possibilities on the canvas… how exciting and wonderful!

[Karen Hegmann]

Valeria

I think you hit the nail on the head when you said "What good is it to be able to find people everywhere, when they cannot find their place of connection wherever they are?"
No matter how advanced the technology, we still need basic communications skills to get our message out there. There are too many well-crafted messages with poor technological execution in the marketing space - and vice versa.
I love Buckminster Fuller's quote as a reminder that we can't fight existing reality. Sometimes, it seems as if we're faced with so many obstacles out there in the business world - and we just can't seem to figure out why. Your thoughts and reminders are truly inspiring.

[Melanie Wong]

Valeria-

I am currently reading Chris Brogan's Trust Agents right now, and the idea of being genuine and believing what you put out on the internet is more true now than ever.

So when you write that Technology isn't meant to make all things transparent, do you think that it is a greater/more helpful tool than older mediums of conversation to create/spark conversation?

Do you think that altering the form of conversation (with technology) will thus alter the content of our conversations in the long run?

I would love to hear from you about this question posed!

[Bill Lublin]

Valeria;
As you point out, (and as you know I believe) social media is not about the tools or technology but about the people and the relationships we create. The tools come and go, but the relationships we build as individuals, and the manner in which companies can now build relationships with consumers are the true benefit of the technological advances that we call social media or web 2.0 - But though they may be better than be disconnected, they are but a pale imitation of the pleasure we get when we interact with people face to face.
Really enjoyed sharing with you and learning from you at #IMS09

[Valeria Maltoni]

@John - and you have been a valued and valuable member of this community. You have big fans, and care about connecting. We'll be telling your story shortly...

Karen - good communications skills are going to be even more important now. Every time I tried to fight the existing reality I lost. I can be persistent, but it's wiser to learn that creation and invention are much more enjoyable.

@Melanie - for the transparency comment, I linked to a really good thought/post by Amber Naslund, one of my favorite thinkers/practitioners. The big thought is that you don't have to tell all to be transparent, you can still be that in spirit and attitude. Which is what creates conversation. Technology just enables it, amplifies it, makes it faster, more available. It's the altering of attitude that will change things.

@Bill - thinking about dinner as a metaphor here. Online interactions as small appetizers, samples of what the full course meal would be. Then reminders over time, to stay in touch. Likewise, enjoyed learning more about you and your work.