Social Media is a Red Bike

Social Media is a red bike.

The phrase is not…….
Socialmedia
Social-Media
Social & Media

We’ve got an …….
adjective describing a noun.

Social qualifies media.

So now we have 2 questions.

What is media?
What is social?

Media is …
the plural of medium.
It is used in art
anatomy entomology ancient history communications

Businesses care most about communication.

Business communication …
is intended to convey a message.
We have lots of things to talk about news stories
helpful hints
announcements
purpose and values

Messages need a container to work.

Media carry messages.

Since media is plural…
there must be different vehicles.
We often think and plan broadcast online
social
print
pr

Each medium has its own role and rules.

Businesses have a purpose, so …
we use media to achieve objectives.
We often think of a funnel
awareness interest purchase
loyalty
recommend

No medium fits all purposes.

Media have constraints, so …
we choose based on leverage.
We often look at media in terms of effectiveness
efficiency reach
control
response

Social media can’t be broadcast media.

The adjective sets the stage.

Now to the word “social.”

Social is …
a category for types of activities.
It can relate to society
sharing welfare experiences relationships

Social suggests human interaction.

People interact …
to share ideas and experiences.
These often consist of news
opinions
complaints
announcements recommendations

Putting the two ideas on the same page
Social: Human interaction
Media: Vehicles to carry messages

Social Media:
Tools to facilitate conveying a message
via human interaction.

“Tools” because that is what media are.

“Facilitate” because it must have a purpose.

“Conveying” because it is shared, not shouted.

“Message” because it is (might be) relevant.

“Human” because it is about people.

“Interaction” because it is at least two-way.

There are serious implications in all of this.

We are all naked in here.

Messages have the half-life of a gnat.

Interaction trumps message every time.

Messages and interactions can’t be controlled.

Business is only a bit player in Social Media.

It is not a silver bullet.

Two questions to think about:

What do you need that people can help with?

What do you know that would help people?

Why the strange title?

Bikes are vehicles too.

A bike carries me around…
depending on my mood.
I own a …. road bike
touring bike mountain bike
single speed (building it)
red bike

The road bike is for lots of miles at max efficiency.
Think the reach of broadcast media.

The mountain bike is for specific, niche rides.
Think the targeting of print media.

However, if I want to talk with neighbors I ride this:

So, social media is a red bike.

Who put these thoughts together?
Anthony Power
Strategy and Solutions
@apowerpoint
apowerpoint.blogspot.com

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Social Media is a Red Bike

by Anthony Power on Jan 19, 2010

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Social Media is a Red Bike — Presentation Transcript