Archive for July, 2012
“With reduced friction, I can reach out more fluidly
to a larger number of people“But to make it a great thing, I must overcome the learning curve of a new communications channel and decrease its overhead. Less overhead means the channel becomes increasingly frictionless. With reduced friction, I can reach out more fluidly to a larger number of people. Reducing friction requires one of two things: a user experience that is fundamentally intuitive (with an equally compelling/intuitive use case) or time to figure out how a system works. I prefer the former, but usually settle for the latter. I’m willing to do that because the more I can make a communications channel frictionless, the more likely I am to use it to explore the worlds around me. FRICTIONLESS COMMUNICATIONS OPENS NEW WORLDS As I reach out to a larger number of people, the number of diverse perspectives I have access to is amazing. With each perspective comes a unique experience and story. And with each unique story comes a new world of ideas and concepts upon which I can build, and expand, my own world. Over time, my world begins to look a lot less like my world, and a lot more like a melding of those that I touch. In return, the worlds that I touch begin to look a bit like me. Every world that I look into won’t necessarily fit my perspective, or the rules which define it. There are many that don’t. But for each world that doesn’t mesh, I still learn a bit, and there are an almost endless (well, 7B and counting) number of perspectives that I can look at. And many of those will mesh, or connect, in some way with mine.
“The less friction there is to a communications channel into these worlds,
the greater the exchange of ideas”The melding of perspectives, experiences, stories and ideas from these worlds is mutually beneficial. The less friction there is to a communications channel into these worlds, the greater the exchange of ideas. In fact, some of my best conversations are not only frictionless within a communications channel, they transcend multiple channels in a single conversation. It’s not uncommon for a conversation to start with a text message, move to a call on my mobile, shift to a video session (with a few other people tossed in for fun), then shift from a continuous form of communications to a discontinuous form (such as email) only to revive up again on yet another channel. I often respond to a text message with a Skype message, which is frequently responded to by a Direct Message on Twitter which leads to a shared post on Facebook. THE VALUE OF FRICTIONLESS Let’s shift our perspective here just a bit. Nothing today is truly frictionless. Friction and overhead still exist, and there is, in fact, value in a certain amount of friction as a filtering mechanism. But friction caused by overhead is usually a negative. Now, let’s apply that to you, your business, your professional life. Have you eliminated unnecessary friction in your communications? Do you even have a strategy to become as close to a frictionless state as possible? Some key steps to consider:
- Don’t be afraid to use a variety of social channels to meet new people or new customers. You can’t afford to ignore the chance to at least sample what new social channels have to offer.
- Not only seek out channels with inherently low friction (overhead), but take the time to learn about, and respect, new communications channels, and find ways to deal with their overhead/friction. If the overhead friction is too high, take a step back and move on. If the friction doesn’t decrease on its own, it probably won’t be a viable channel for others either.
- Open your world to others, in exchange for a view into their world. Remember to accept their ideas and needs as readily as you are willing to push your ideas and products to them – being frictionless in your sharing and communications is a two-way street.
- Be willing to take the conversation, be it collaboration, sales or customer support, from one social channel to another, as your mutual relationship grows, or your need to communicate changes, and
- Be willing to take the effort to move from relationships to friendships, from customers to trusted clients.
Rather than realize that they are an enabler at the epicenter of one of the greatest ecosystems ever (See Nigel Cameron’s 10 Amazing Facts about Twitter), Twitter has instead focused on dominating and owning the ecosystem that made them what they are today. In doing so, they’ve limited the choices of their user community and consistently restricted the availability/utility of some amazing 3rd party “interface” and “partner” applications – a move that may be beneficial in the short-term, but will prove to be limiting in the long-term. If I’m a member of Twitter’s ecosystem, I’m seriously rethinking my reliance on Twitter for my bread-and-butter money. YOU DON’T OWN COMMUNITIES… THEY MERELY RENT YOUR SPACE What many social media businesses haven’t yet grasped is that it isn’t about their venue, it’s about the communities that support them. I live in many different social venues, covering a wide range of topics, such as global events, business trends, government and law, science and technology and social advocacy. These, and many other collective communities, not only define the platforms they exist on, they ultimately become the basis for applications and value to exist.
“Sipping from the stream can be both enlightening and refreshing. But Twitter doesn’t have to own the entire stream.”
More importantly, communities often cross traditional “platforms” with ease. I belong to many groups who regularly communicate via multiple mediums, based on the type of discussions that are taking place. Part of the discussion may be held on Twitter, while other parts of it may take place on Facebook, Skype or Google Hangouts. Each venue has its own value proposition, and none of them can emulate all others and still add targeted value. DICTATE YOUR PLATFORM AND COMMUNITIES WILL MOVE ON The beauty of social media is the variety it places in front of us. It can be a phenomenal research and discover tool, as well as a tremendous outreach, mobilization and engagement tool. But we always need to remember:
“Social media is like a buffet. People don’t want to see the same food at every station.”
- No single venue can offer a one-stop package (and I wouldn’t want there to ever be just one choice),
- The best social media venues are those that recognize the value of the community, and match the technology to the community’s needs in a unique fashion, and
- If you really want me to use your social venue, you need to demonstrate to me that you value the ecosystem around the venue you have built – after all, individuals users are just as much a part of that ecosystem as corporate partners. If you disrespect your partners, or are unwilling to accept their value, what does that say about the ecosystem role you are offering to me, and the members of my various communities?