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]
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