Throw out the stats. Talk to people.

Oct 06 2009

Throw out the stats. Talk to people.

heart_computer

I’ve been reading a couple articles about the latest social media stats, which some authors suggest are not leading to the “transformational” aspects of social media many expected. They point to differences by region and socio-economic conditions as scientists try to squeeze insight from tables of numbers.

They’re looking in the wrong places for the truth.

Obviously the results of technology will reflect the people who use it. Yes, there will be evil, corruption, and inequality. That comes with the species.

But the whole story, the real story, the true transformational qualities of social media don’t show up on a graph. The beauty of this “technology of connection” is embedded in individual stories.

For the first time in history, mankind has access to free, global, instantaneous communications. There are countless connections happening – new friendships, business contacts, supporters. Sources of information, consolation, and inspiration.

I’ve built a foundation of new customers almost entirely through social media connections, discovered many new friends around the world who care for me, and even found the woman I love there, too. These relationships never could have occurred without the technology, and they will never show up in a Harvard research study.

Put away the spreadsheets. Get out there and talk to people. The transformation is in our hearts and minds and it is real.

Illustration: Karl Hilzinger

Filed in business relationships, social media, sociology | Mark

7 Comments

By Carla Bobka, October 6, 2009 @ 9:20 am

Mark, I couldn’t agree more. There will never be a substitute for speaking to people.
New technologies enable the conversations (and the need for a conversation to take place) to be found and begin with a different level of familiarity. It is great that they enable that, and something new to adjust to. Nothing will ever replace all the cues and clues provided by a face to face conversation.
By Charlotehrb, October 6, 2009 @ 11:15 am

Mark,

Great post. I also agree that there are many aspects of social media that can not be measured. The relationships that are being built and the individual influences are incredible and mostly unmeasurable. There are certain things that are entirely experiential that can’t really be seen and recorded but are felt and experienced and they are truly the revolutionary aspect of social media (and my favorite part). The thing that gets me about all the stats that come out is that every one of them is different. They measure the same things and yet they all come out with different outcomes. That in itself is an indication that every individual experience is different and that you actually need to go out and use the ’social’ part of social media to talk to people and learn about the unique stories and the success and failures. That’s the way to achieve a true perspective.
By Sean Williams, October 6, 2009 @ 11:20 am

Mark, a compelling case for humanity. there might be a few too many accountants, though, who need those numbers to work out…
By Nitin Gupta, October 6, 2009 @ 2:36 pm

I am not sure what “transformational” aspects marketers were expecting from social media. Social media is a great tool to starting and maintaining conversations. It is a great enabler, much like the internet was in the early 90s.

But it is not a substitute to human contact, drinking a beer together, sharing a laugh…
By Steve Dodd, October 6, 2009 @ 4:45 pm

Mark, you are so correct when stating the SM (especially twitter) stats do not really tell the whole story about the benefits of Social Media. In fact, many of the published statistics detract from the real value and put their readers focus in the wrong place.

Personally, like you, I’ve met many spectacular people through my SM activities and learned so much. I’ve also been researching so many companies and industries that are seeing real, measurable value from Social Media; none of which show up on these popular statistics. What is common amongst all of them is that the value they are seeing is all communication based. Not QUANTITY of commmunication but QUALITY of communication and interaction. Many have actually turned these online relationships into valuable face to face relationships as well.

I’m just very confused by the fact that in an industry that focuses so heavily on monitoring and measurement, this real value is rarely if ever identified or communicated. I beleive that if there was more focus on this level of depth, Social Media in general would advance for more quickly that it is.

Thanks as always for getting to the real issue.
By Mike Campbell, October 6, 2009 @ 9:31 pm

As a CFO and CPA, I totally agree. I started my blog and microblog primarily as a personal SEO experiment to satisfy my curiosity. In the process, I have met many new friends, training partners, and business contacts. Not all marketing activity can, or should be, quantified. Marketing is always a social experiment because peoples’ attitudes, tastes, preferences, and tools are always changing.