Are we sharing solutions or soundbites?

Something’s been gnawing at me lately, and it’s taken some pondering to figure out exactly what it is. But I think I’m frustrated that we’re not doing a better job of carrying social media into the places it really matters: the businesses that don’t understand, don’t believe, or both.

We’ve established some traction and a rather comfortable community around social media now, replete with some gurus and thought leaders, figureheads, even some who are willing to rock the boat.

We have collected a mantra of sorts, and a series of social media truths. We may even be right about some of them. But our translation skills sometimes leave a bit to be desired.

It’s comfortable in the echo chamber, because we can put one of our sound bites on Twitter and readily and immediately have the comfort of a bunch of replies saying “Amen”. We can put a post on our blog that outlines the truths we hold to be self evident as social media advocates, and we can be confident that there will be a trove of comments lauding us (or at the very least, merciful silence).

But what good is any of that if we aren’t moving anything forward? What are we doing for those who are not yet sold on any of this?

If we’re going to claim that we possess knowledge that others don’t about the possibilities of social media, it is not okay to sit smugly by and play the “if you don’t get it, shame on you” game. It is not okay for us to say that we understand these things, and that companies had better get with it or perish. It is not okay for us to declare things dead without suggesting – in practical, applicable terms – what may replace them.

Businesses are listening and wondering how all of this affects them, but what they’re most often hearing in return are our generic sound bites instead of answers. What, exactly, are we doing to carry our causes to their doorsteps and accept that there are answers we must be able to give? Answers like:

Why should I care? Not theoretically or philosophically, but how is this affecting my company and my industry and what are the real implications of my business adopting this or not?

Is our current method of communication and customer service really broken, or is it just not the “ideal”? Are there incremental changes that can be as beneficial as earthshattering ones?

Is the additional work we’re creating to adopt these practices going to bear out in terms of increased *something*? Is that “something” going to grow our business?

What of our current practices are enhancing our ability to succeed with social media, and how do we integrate them? What of our current practices are hindering same, and what are the consequences to eliminating them?

If we’re successful with this, can we sustain it and meet the increased expectations for our brand?

If we fail or stumble, can we reasonably expect to repair damage and move on? What risks are we taking? What damage is irrevocable, and how do we avoid it?

Will our company be more committed to itself through these efforts, or are these changes unwelcome? If they’re unwelcome, why is that, and should we be examining that first?

I don’t claim to have all of the answers yet, but I’m sure as hell working on finding them for the businesses who are asking, even when they’re uncomfortable. To me, the answers to these and other questions (and the ability to ask them in the first place) are what is going to separate the difference-makers from the people who are working from their same, tired script waiting for someone to feed them the next line.

Stump speeches about the virtues of social media don’t convince me anymore, and I can sure as heck tell you they’re not convincing business owners who are faced with crises of revenue, sales, operational efficiency and human resources.

What impresses me are the people who are eschewing a one-size-fits-all approach and finding new ways to frame these challenges in ways that make sense for the companies – and the people behind them – who are taking all the chances.

Photo credit: eleaf

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