Why Absolutes Fail

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Black on White? White on Black?

Never. Always. Can’t. Won’t.

Words like these are dangerous, and especially when you’re talking about something as evolving and fluid as social media.

Uttering absolutes when it comes to what’s working or what’s possible with this new hybrid discipline implies that there are no reasonable alternatives, that perspective is irrelevant, and that the person uttering said absolute has the universal insight to speak from every standpoint.

Which, to utter an absolute of my own, is impossible.

“Social media is never about numbers.”

“You can’t use social media for sales”

“Twitter won’t work that way.”

On one hand, we’re trying to say that social media tears down barriers and levels playing fields, and in the same breath, we’re saying that businesses better play by our “rules” or else. We’re saying that it’s all about celebrating individual voices, but heaven help the voice that disagrees with ours. Individually, we have our preferences for how social media “feels” when it’s done right, and we’re quick to lash out when we feel like something’s been done incorrectly.

That’s stifling innovation, and we’re doing ourselves a disservice as “pioneers” of these new media if we think we’re the only ones smart enough to figure out how to make it all work.

If I’m a marketing director or a customer service manager trying to figure out how to apply social media to my business, I sure don’t need someone handing me a set of commandments. What I need is someone with enough insight to view the challenge from all angles, and figure out how social media is most likely to supply solutions to my problems and provide progress toward my business goals.

I’ll concede that there are certain established principles of social media like our favorite buzzwords: authenticity, transparency, humanity, and the like. But what those words truly *mean* for every business is different and unique.

Instead of absolutes, can we give businesses things to ask themselves, points to consider? Can we help them look at social media from all possible angles and make smart decisions about how best to use it without imparting our biases?

Or am I dead wrong, and are absolutes necessary to draw lines in the sand somehow? Tell me what you think.

Photo credit: wwarby

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  • http://admaven.blogspot.com Nicholas Kinports

    Amber,

    I agree wholeheartedly. I apply this thinking to all aspects of our social media programs and services. Research should reveal the BEST course of action for a social media campaign, but should not cross a tactic off the list from the get-go.

    Nicely written.

    Nicholas Kinportss last blog post..Book Review: Buyology by Martin Lindstrom

  • http://admaven.blogspot.com Nicholas Kinports

    Amber,

    I agree wholeheartedly. I apply this thinking to all aspects of our social media programs and services. Research should reveal the BEST course of action for a social media campaign, but should not cross a tactic off the list from the get-go.

    Nicely written.

    Nicholas Kinportss last blog post..Book Review: Buyology by Martin Lindstrom

  • http://occamsrazr.com Ike

    Why Absolutes (mostly) Fail.

    fixed. ;)

  • http://occamsrazr.com Ike

    Why Absolutes (mostly) Fail.

    fixed. ;)

  • http://www.mindfrenzy.com Jared O’Toole

    There are almost no absolutes in life. This includes social media. Absolutes crush innovation and creativity. But we will see over the coming years new and unique ways that people and companies use social media to improve their business/life. I’m sure some will be praised and some will be shunned but that will happen because there is no absolute.

    Jared O’Tooles last blog post..Entrepreneurs…Don’t Get a Job Right Out of College

  • http://www.mindfrenzy.com Jared O’Toole

    There are almost no absolutes in life. This includes social media. Absolutes crush innovation and creativity. But we will see over the coming years new and unique ways that people and companies use social media to improve their business/life. I’m sure some will be praised and some will be shunned but that will happen because there is no absolute.

    Jared O’Tooles last blog post..Entrepreneurs…Don’t Get a Job Right Out of College

  • http://bonitamedia.wordpress.com Jon McLeod

    Amber,
    Great post! I have a long way to go before anyone in their right mind would consider me an expert in social media. However, I have noticed criticism that is stifling at times. I guess the only absolute is there are no absolutes. What works or is liked by some, may fail or be despised by others. Many times, someones success or failure is projected in their responses with great passion. When a relative newcomer like myself reads these passionate responses or concerns, an opinion can be formed that may stop the creative process.

    The easiest way to stop making mistake is to stop trying something new…

    Thanks and best regards,

    Jon

  • http://bonitamedia.wordpress.com Jon McLeod

    Amber,
    Great post! I have a long way to go before anyone in their right mind would consider me an expert in social media. However, I have noticed criticism that is stifling at times. I guess the only absolute is there are no absolutes. What works or is liked by some, may fail or be despised by others. Many times, someones success or failure is projected in their responses with great passion. When a relative newcomer like myself reads these passionate responses or concerns, an opinion can be formed that may stop the creative process.

    The easiest way to stop making mistake is to stop trying something new…

    Thanks and best regards,

    Jon

  • http://www.note-to-cmo.com Stephen Denny

    I wish you had named this post, “Absolutes ALWAYS fail.”

    This is as much a psychological point as a social media take; we tend to think in absolutes based on our own preconceptions and experiences. A form of “satisficing”: we don’t have time to re-invent all the available options, so we go with the pattern most prevalent in our heads.

    It’s a dangerous and limiting practice – helpful to call it out to yourself once in a while to make sure you’re seeing all options at your disposal.

    Thanks – good piece!

    Stephen Dennys last blog post..Note to CMO: Nine Rules for 2009

  • http://www.note-to-cmo.com Stephen Denny

    I wish you had named this post, “Absolutes ALWAYS fail.”

    This is as much a psychological point as a social media take; we tend to think in absolutes based on our own preconceptions and experiences. A form of “satisficing”: we don’t have time to re-invent all the available options, so we go with the pattern most prevalent in our heads.

    It’s a dangerous and limiting practice – helpful to call it out to yourself once in a while to make sure you’re seeing all options at your disposal.

    Thanks – good piece!

    Stephen Dennys last blog post..Note to CMO: Nine Rules for 2009

  • David Benjamin

    Blanket statements or absolutes are a quick road to nowhere. I’ve made the decision that I’m not going to let anyone deter me from my goals.

    I’m more convinced than ever that I’m doing things the right way and along the journey I know there will be hiccups, lessons learned but that is the fun stuff. Trying something new, assessing the results, recalibrating and then moving forward stronger is my motto for ~09.

    I’m so excited with some of the early results and even more excited for future plans soon to be implemented. Thank you for constantly making us think and sharing best practices. We can all learn from one another…as long as we’re open minded.

  • http://twitter.com/williamu William

    Great post. Those seeking to control the conversation create absolutes. Explorers create the exceptions.

    Williams last blog post..williamu: @HR_Minion Ha! I rec/watch that show too 8~)

  • David Benjamin

    Blanket statements or absolutes are a quick road to nowhere. I’ve made the decision that I’m not going to let anyone deter me from my goals.

    I’m more convinced than ever that I’m doing things the right way and along the journey I know there will be hiccups, lessons learned but that is the fun stuff. Trying something new, assessing the results, recalibrating and then moving forward stronger is my motto for ~09.

    I’m so excited with some of the early results and even more excited for future plans soon to be implemented. Thank you for constantly making us think and sharing best practices. We can all learn from one another…as long as we’re open minded.

  • http://twitter.com/williamu William

    Great post. Those seeking to control the conversation create absolutes. Explorers create the exceptions.

    Williams last blog post..williamu: @HR_Minion Ha! I rec/watch that show too 8~)

  • http://www.timjahn.com/blog Tim Jahn

    This is a great point! We need to help companies find the best strategy that works for their needs, not the strategy we think is the coolest or that we necessarily prefer.

  • http://www.timjahn.com/blog Tim Jahn

    This is a great point! We need to help companies find the best strategy that works for their needs, not the strategy we think is the coolest or that we necessarily prefer.

  • http://lgbusinesssolutions.typepad.com/solutions_to_grow_your_bu/ Lewis Green

    Thank you. It had to be said. If I presented a CMO or any C-level executive a proposal with the caveat that we can’t measure ROI or impact sales, I would be quickly ushered to the door.

    First, we should be suggesting that we measure ROI or sales on a tactic but on strategies that achieve goals. Those strategies will include a mix of marketing and communications tactics, that might include social media.

    Second, before we submit a proposal we should have done our homework and our proposal should be for a solution to a business need. In my years in the corporate world and running my own businesses, I can’t remember a need that didn’t include ROI and sales.

    Thanks Amber.

    Lewis Greens last blog post..What Have Social Media & Twitter Done for You?

  • http://lgbusinesssolutions.typepad.com/solutions_to_grow_your_bu/ Lewis Green

    Thank you. It had to be said. If I presented a CMO or any C-level executive a proposal with the caveat that we can’t measure ROI or impact sales, I would be quickly ushered to the door.

    First, we should be suggesting that we measure ROI or sales on a tactic but on strategies that achieve goals. Those strategies will include a mix of marketing and communications tactics, that might include social media.

    Second, before we submit a proposal we should have done our homework and our proposal should be for a solution to a business need. In my years in the corporate world and running my own businesses, I can’t remember a need that didn’t include ROI and sales.

    Thanks Amber.

    Lewis Greens last blog post..What Have Social Media & Twitter Done for You?

  • http://www.copywriteink.blogspot.com Richard Becker

    Amber,

    Thank you. I’m tired of saying it. :) There are no rules.

    All my best,
    Rich

    Richard Beckers last blog post..Surfing For Survival: The Fourth Estate

  • http://www.copywriteink.blogspot.com Richard Becker

    Amber,

    Thank you. I’m tired of saying it. :) There are no rules.

    All my best,
    Rich

    Richard Beckers last blog post..Surfing For Survival: The Fourth Estate

  • http://originalcomment.blogspot.com John Johansen

    This is why the best way to understand social media is to get involved with it. It’s very difficult to circumvent the learning curve with social media.

    But saying “I can’t do social media until I understand what exactly it will do for my company” will keep you on the sidelines… forever! (Sorry, couldn’t help it)

    John Johansens last blog post..Lead Nurturing Fundamentals — Sales Discussion

  • http://originalcomment.blogspot.com John Johansen

    This is why the best way to understand social media is to get involved with it. It’s very difficult to circumvent the learning curve with social media.

    But saying “I can’t do social media until I understand what exactly it will do for my company” will keep you on the sidelines… forever! (Sorry, couldn’t help it)

    John Johansens last blog post..Lead Nurturing Fundamentals — Sales Discussion

  • http://ariwriter.com Ari Herzog

    Why do you focus this entire blog post on negative absolutes when positive absolutes are on equal footing?

    “Social media is never about numbers.”

    “Social media is always about ROI.”

    Neither is best.

    Ari Herzogs last blog post..Twitter Porn and Why I’d Like to Help

  • http://ariwriter.com Ari Herzog

    Why do you focus this entire blog post on negative absolutes when positive absolutes are on equal footing?

    “Social media is never about numbers.”

    “Social media is always about ROI.”

    Neither is best.

    Ari Herzogs last blog post..Twitter Porn and Why I’d Like to Help

  • Amber Naslund

    @Ari The first line of my post includes the word “always”. It’s not about negative or positive. It’s about blanket generalizations in any sense.

  • http://www.twitter.com/nhamilt Nicole Hamilton

    Amber,

    Thanks for another great post :) How we can begin to set absolutes in a space that changes so rapidly that we can hardly keep up. If it weren’t for the people who are willing to step out of their traditional roles, break the rules, and take a risk, we wouldn’t be so lucky to be having these conversations in the first place. Without absolutes we have the ability and change and evolve, which to me, is always the exciting part.

    I think it is so important to focus on what really works for each client/person individually, and recognize at the same time, that that solution will most likely differ from the next.

    It has always been beneficial for me to remain open to new possibilites!

    Nicole

    Nicole Hamiltons last blog post..nhamilt: Is anyone working today?

  • http://www.twitter.com/nhamilt Nicole Hamilton

    Amber,

    Thanks for another great post :) How we can begin to set absolutes in a space that changes so rapidly that we can hardly keep up. If it weren’t for the people who are willing to step out of their traditional roles, break the rules, and take a risk, we wouldn’t be so lucky to be having these conversations in the first place. Without absolutes we have the ability and change and evolve, which to me, is always the exciting part.

    I think it is so important to focus on what really works for each client/person individually, and recognize at the same time, that that solution will most likely differ from the next.

    It has always been beneficial for me to remain open to new possibilites!

    Nicole

    Nicole Hamiltons last blog post..nhamilt: Is anyone working today?

  • http://twitter.com/jwesley John Wesley

    You are spot on with this, but I don’t think our reliance on absolutes is something we can move away from. When writing a blog post, you need to take a well defined stand on something for your writing to have any clarity, but in reality every situation is so nuanced these absolutes breakdown.

    Makes me wonder, do absolutes really always fail? For everything? :)

    John Wesleys last blog post..jwesley: now this is an interesting marketing scheme http://bit.ly/fOsi6

  • http://twitter.com/jwesley John Wesley

    You are spot on with this, but I don’t think our reliance on absolutes is something we can move away from. When writing a blog post, you need to take a well defined stand on something for your writing to have any clarity, but in reality every situation is so nuanced these absolutes breakdown.

    Makes me wonder, do absolutes really always fail? For everything? :)

    John Wesleys last blog post..jwesley: now this is an interesting marketing scheme http://bit.ly/fOsi6

  • http://www.twitter.com/rotkapchen Rotkapchen

    There are no absolutes :)
    Perceived absolutes are the ‘edges’ of creativity.
    They’re the clues to new design, ala. innovation.

    Rotkapchens last blog post..rotkapchen: @Gartenberg Feels like 1997 all over again :) Look out 2010!

  • http://www.twitter.com/rotkapchen Rotkapchen

    There are no absolutes :)
    Perceived absolutes are the ‘edges’ of creativity.
    They’re the clues to new design, ala. innovation.

    Rotkapchens last blog post..rotkapchen: @Gartenberg Feels like 1997 all over again :) Look out 2010!

  • http://variouseyes.com Julie Wight

    Thanks for your post, Amber. I really think that the more you try and be strategic about your use of social media, the more you realize that absolutes are fallacies. Success means being creative in our use of social media as it changes and grows, and then also being creative in how we measure and construe ROI.

    Working in higher ed and currently trying to plan a comprehensive social media strategy, it is crystal clear that there are no absolutes. I find myself constantly tapping into my creative reserves. Isn’t that part of the fun of it though?

  • http://variouseyes.com Julie Wight

    Thanks for your post, Amber. I really think that the more you try and be strategic about your use of social media, the more you realize that absolutes are fallacies. Success means being creative in our use of social media as it changes and grows, and then also being creative in how we measure and construe ROI.

    Working in higher ed and currently trying to plan a comprehensive social media strategy, it is crystal clear that there are no absolutes. I find myself constantly tapping into my creative reserves. Isn’t that part of the fun of it though?

  • http://thesocialnet.blogspot.com mark

    Well, Never Say Never always works.

    I absolutely agree with your point. :-)

    marks last blog post..What’s A Community Worth Anyway?

  • http://thesocialnet.blogspot.com mark

    Well, Never Say Never always works.

    I absolutely agree with your point. :-)

    marks last blog post..What’s A Community Worth Anyway?

  • http://www.commcognition.com/blog/ Sam Bradley

    It’s been a long day, and my brain is shot. And I know that I run the risk of being accused of comment Spam.

    But this post absolutely rocks.

    That is all.

    Sam Bradleys last blog post..Begin Your Neuromarketing Career at Tech

  • http://www.commcognition.com/blog/ Sam Bradley

    It’s been a long day, and my brain is shot. And I know that I run the risk of being accused of comment Spam.

    But this post absolutely rocks.

    That is all.

    Sam Bradleys last blog post..Begin Your Neuromarketing Career at Tech

  • http://frankconradmartin.typepad.com Frank Martin

    You’re way too young to be thinking so clearly! ;-)

    ALL great thinking ultimately violates absolute dogma – erases the norm or the standard. It’s just happening now faster than ever before.

    Frank Martins last blog post..Jumpstart Your Marketing for 2009

  • http://frankconradmartin.typepad.com Frank Martin

    You’re way too young to be thinking so clearly! ;-)

    ALL great thinking ultimately violates absolute dogma – erases the norm or the standard. It’s just happening now faster than ever before.

    Frank Martins last blog post..Jumpstart Your Marketing for 2009

  • http://www.theviralgarden.com Mack Collier

    “Thank you. It had to be said. If I presented a CMO or any C-level executive a proposal with the caveat that we can’t measure ROI or impact sales, I would be quickly ushered to the door.

    First, we should be suggesting that we measure ROI or sales on a tactic but on strategies that achieve goals. Those strategies will include a mix of marketing and communications tactics, that might include social media.”

    Now Lewis, you wouldn’t be talking absolutes, would you? ;)

  • http://www.theviralgarden.com Mack Collier

    “Thank you. It had to be said. If I presented a CMO or any C-level executive a proposal with the caveat that we can’t measure ROI or impact sales, I would be quickly ushered to the door.

    First, we should be suggesting that we measure ROI or sales on a tactic but on strategies that achieve goals. Those strategies will include a mix of marketing and communications tactics, that might include social media.”

    Now Lewis, you wouldn’t be talking absolutes, would you? ;)

  • http://dannybrown.me Danny Brown

    There is one absolute in social media:

    It is absolutely down to how each individual company uses it.

    What may not work for Company A could be a brilliant feature for Company B, and vice versa. As long as it works, then there’s absolutely no way it can be wrong.

    D’oh – that appears to be two absolutes. Calculator to aisle six, please… ;-)

    Danny Browns last blog post..Get Your Thundercats Groove On To Market Yourself

  • http://dannybrown.me Danny Brown

    There is one absolute in social media:

    It is absolutely down to how each individual company uses it.

    What may not work for Company A could be a brilliant feature for Company B, and vice versa. As long as it works, then there’s absolutely no way it can be wrong.

    D’oh – that appears to be two absolutes. Calculator to aisle six, please… ;-)

    Danny Browns last blog post..Get Your Thundercats Groove On To Market Yourself

  • http://lgbusinesssolutions.typepad.com/solutions_to_grow_your_bu/ Lewis Green

    Mack,

    Nope I’m talking about smart business. Tools don’t reinvent businesses; businesses use tools in ways that achieve goals. That’s just the way it is. It’s called best practices.

    Lewis Greens last blog post..What Have Social Media & Twitter Done for You?

  • http://lgbusinesssolutions.typepad.com/solutions_to_grow_your_bu/ Lewis Green

    Mack,

    Nope I’m talking about smart business. Tools don’t reinvent businesses; businesses use tools in ways that achieve goals. That’s just the way it is. It’s called best practices.

    Lewis Greens last blog post..What Have Social Media & Twitter Done for You?

  • http://www.afhill.com/blog Andrea Hill

    Very timely post, just last night I started drafting a “social media confessions” post series, about how I break all these supposed “rules” about social media.

    In some cases, setting out best practices or guidelines may help people enter the space. On the other hand, how intimidating is it to try something new, only to find there are already hundreds or thousands people telling you you’re “doing it wrong”?

    How boring if we’ve already figured out all the possibilities for social media, in terms of its objectives and applications. If that’s the case, let’s go look for something else! But it’s not: these things are always evolving, and arguably that’s the joy of it all.

    Yes, I did say “always” evolving. Whoops!

    Andrea Hills last blog post..Should you use full-text or summary articles in your RSS feed?

  • http://www.afhill.com/blog Andrea Hill

    Very timely post, just last night I started drafting a “social media confessions” post series, about how I break all these supposed “rules” about social media.

    In some cases, setting out best practices or guidelines may help people enter the space. On the other hand, how intimidating is it to try something new, only to find there are already hundreds or thousands people telling you you’re “doing it wrong”?

    How boring if we’ve already figured out all the possibilities for social media, in terms of its objectives and applications. If that’s the case, let’s go look for something else! But it’s not: these things are always evolving, and arguably that’s the joy of it all.

    Yes, I did say “always” evolving. Whoops!

    Andrea Hills last blog post..Should you use full-text or summary articles in your RSS feed?

  • http://www.tumblemoose.com Tumblemoose

    Hi Amber.

    Too funny. Two days in a row now, folks in my community have posts that are very similar in concept to ones that I’ve done the same day.

    The idea of absolutes has very little place in the current business culture. Rigidity is out, flexibility is in.

    Great stuff here. Thanks!

    George

    Tumblemooses last blog post..The rigid writer

  • http://www.tumblemoose.com Tumblemoose

    Hi Amber.

    Too funny. Two days in a row now, folks in my community have posts that are very similar in concept to ones that I’ve done the same day.

    The idea of absolutes has very little place in the current business culture. Rigidity is out, flexibility is in.

    Great stuff here. Thanks!

    George

    Tumblemooses last blog post..The rigid writer

  • http://www.megoagain.com Michelle Kostya

    Great post – very important to understand that there are no absolutes with Social Media. It is so new – how can there be? Can you imagine if we did that with television -so much changes over time and as that happens – so will how we use the medium.

    Michelle Kostyas last blog post..If You Are Into Marketing You Should Be Reading AND Listening: Great Podcasts

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