Is It Antisocial, or Social Media?

There can be no denying that social media has exploded upon the horizon, and that nearly everyone has at least some passing understanding or knowledge about some aspect of this arena. Business media discusses the financial aspects, and conversations have gotten to the point of not merely looking at it as a fad, but rather how the model might be better monetized, adapted for mobile sites, and used more extensively in fields as diverse as politics, news, business reporting, and in a variety of cross promotions. How often have you observed either a television program, a news report, or a multitude of other things discuss either their Twitter hashtags or asking you to Follow them on Facebook? While social media, if used proficiently, can be both effective and engaging, in many other cases it appears to be nearly antisocial in nature, because it often appears that someone is hiding behind social media, insisting on using it as their nearly exclusive method of communicating. While social media is an important part of an overall campaign, it loses much of its power when it stands alone. We need to examine this area by asking some basic questions: How is it used?; What is the user's attitude?; Is it used synergistically or attempting to be used alone; and, What other ways/ methods do you use to communicate?

1. Before embarking on a social media campaign, an individual, group, business or organization, must first decide and determine what their goals and what they wish to achieve are? Do they expect this campaign to make up for weak efforts in other areas, and to miraculously be the panacea that creates a turnaround? Or, do they approach it as another weapon in their armormentaria for enhancing their communicating, or getting their message (or a part of it) out to a certain potential segment of their audience, or as a link to their website, promote special offers, etc.?

2. What is their attitude? Do they believe in the social aspect of social media, or are they solely trying to sell something non - stop? Are they willing to truly interact with others, and utilize it properly as a potential important networking tool?

3. Social media works exponentially better when it is used synergistically as part of an overall media, marketing and communications forum. Those that flock to this arena because they see it as an inexpensive methodology, or. even worse, as an excuse to personally interact less, often end up disappointed in what they perceive as their results and the potential.

4. Finally, social media should be examined as a component of an overall program or plan. Examine and improve your efforts and other ways that you communicate your message.


Social media works best when it is, indeed, social and interactive. Far too often, the desired results are not approached because of either the way it's used, the attitude of the user, the overall plan and approach/ message, and the appeal of the message.