Note to Social Media Types- Build Your Interfaces

May 15, 2008 · Comments

If you’re thinking about a future in social media, build your interfaces. This means, if you’re someone making media, build your text, video, audio, and your entire business with the mindset of how to connect it up to other organizations. Think TechCrunch meets the Washington Post, for instance. Think about how you will share: content, processes, financial back and forths, responsibilities.

Businesses in social media must be modular. Why “must?” Because you’ll miss opportunities. Tether to your own little island and when that rising tide gathers all the boats, you’ll be on the bottom of the new ocean.

And this goes for social media consultants, too. Learn how to be the PR and Marketing and Advertising company’s “go to guy,” not just someone who comes in and shares the word with the uninitiated. Teach how these pieces all go together, and show where YOU fit that experience.

And then, on the same topic, do the same for big businesses. Because if you’re thinking PR and marketing companies will carry on in the exact same way they exist today, think again. They know it. That’s why they’re working to adapt their value statements. That’s why they pay attention in the first place.

Big businesses and little businesses alike are figuring out these tools for their own use. Disaggregated. The same way record labels suddenly woke up to find themselves a little less “necessary,” certain oldschool communications companies will soon find themselves pushed off to the side.

Get modular. Get agile. Get more creative in how you will link to various opportunities.

What’s your take?

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  • I totally agree, and it's something I have suggested, evangelised, and promoted for a while. Tricky to do when you have an established company, with established technology etc, rather than starting from scratch though!

    Modular tech also fits in with the inevitable adoption of widgets and particular desktop widgets. Ivan Pope gives a good account of why widgets will mean the end for websites and urls etc...
  • Hi Chris

    I guess that also means that building new skills and new mindsets becomes very important, the ability to see other people's points of view and to take them along is an important skill
  • I totally agree with your sentiments here. I'm a bit confused - as probably a lot of people are - as to how to put this into practice.

    I can indeed see the day when just about everything we're doing today as a consultancy becomes irrelevant, because our job will be done. This makes it kind of difficult to plan ahead, because who knows what we'll be doing then?

    It also consolidates some thoughts I'm having about early adopters and the problems that happen when systems actually work well (people stop innovating). We kind of need more brokenness to stay unsatisfied enough to keep up with the latest.

    Digressing wildly, it reminds me of an interview I heard with the author of a book on Melancholy, which, unlike depression, can be a tremendously creative force.

    Just thinking out loud here. Thanks for being the catalyst, Chris!
  • In principal, what you say is spot on. However, to achieve what you say, big businesses need a big shift in mentality.

    In most cases, big companies aren't the most agile and find it difficult to change the philosophy and processes of its people. Changing mind sets in these types of businesses is like turning a tanker!

    But in saying this, it does leave sopportunities for smaller more agile types.
  • Terry Fernandez
    Great article and great comments.

    In true KM style "we need" to generate templates and put it out there so folks are not reinventing the wheel. If Techcrunch did it, lets bottle that template, share the wealth so to speak.
  • I completely agree. There is a huge shift in how companies need to operate. They need to think beyond the walls they reside in, beyond the little website they put up there on the web and start thinking about how they relate to people, organizations and the media. Its a logical progression to some degree, but one that most already-established businesses just don't get yet.

    Less company-focused, more user-focused. How can I help YOU? Right? Customer service rule #1 from what I remember.

    Customer service rule #2 ... do you want fries with that? ;] which really = How else can I help YOU?
  • Yen Cheong just alerted me to your book. As an independent book publicist, I'm exploring the value of social networking to promote books. With Comcast's acquisition of Plaxo, I'm more convinced than ever that social networking is the Next Big Thing. I can't wait to buy a copy of your book!

    Best of luck,
    Stacey Miller
    S. J. Miller Communications
    http://www.bookpr.com
  • Beth Harte
    I second Simon Young's comment: "I’m a bit confused - as probably a lot of people are - as to how to put this into practice."

    You are addressing agencies, consultants, etc., but what if I am 'just a girl marketing?!' Strategically I get it and whole-heartedly embrace it (and luckily enough work for a tech company that's all for it as a major part of mktg plan), but what about tactically? I have a ton of books, blogs and articles to read... to reinforce the strategy, but it takes time to try it, mess it up, and re-start it. ;-) Wish I had the budget for a consultant, but don't...and really want to roll up my sleeves and make it happen anyway.

    Thanks Chris!
  • "In principal, what you say is spot on. However, to achieve what you say, big businesses need a big shift in mentality.

    In most cases, big companies aren’t the most agile and find it difficult to change the philosophy and processes of its people. Changing mind sets in these types of businesses is like turning a tanker!

    But in saying this, it does leave sopportunities for smaller more agile types."

    You forget that big companies hire small firms to accomplish exactly this!
  • Chris

    Interesting view point. Clearly adding a bit of confusion but my take on it is this.

    As Consultants we have to see the other pieces of the jigsaw; a single piece serves little or no purpose until joined with another that again needs the next piece to become part of the whole. Seth Godin recently talked about 'being the specialist' so are you saying 'Work with other specialists and be *more* special - together' or 'learn more relevant skills and offer a more integrated service'.

    I've written a post today on how some software vendors should come together to help their customers rather than all do the same but separately.

    I think big and small companies have the same struggles; some get it, some don't and some choose not too until they have to. Who is right, who knows; time will tell. Until then, we all have the chance to do what we think is right.

    Thanks for the great post as usual.
  • Luis Sandoval
    The observation is very astute. Many businesses stick to the old mentality of thinking themselves an island unto themselves. As we move further into the a connected future the mentality will either shift or companies will be crumble.

    Though it's easier said than done. With new companies popping up every day, the adoption of a connected idea is simple. For those long standing companies, the idea has to happen gradually.

    A company with a narrow view of how they fit into the world will not see their profits or customer base increase. A company that sees the landscape and prepares for it has a better chance of surviving while navigating the business world.
  • As a social media creator, this has got me thinking how i can better link-up my community forum, The Green House, www.green-house.tv, to other people and sites that share the enthusiasm we have.

    one thing I already do is make all the Gardenfork and Real World Green web videos available as embeddable content.
  • Cheers, Chris!

    To this end, one example of our own effort to achieve this is a project we've initiated with the girls from www.mEgo.com. Their goal is to allow people's social network profiles to be portable and we have a social network, so we're joining forces to make this happen. Open ID, Open Social.... who knows what will be next, but hopefully we can stay ahead of the curve.

    I look forward to batting this stuff around at Podcamp 3 in Boston, at our "Niche Social Network Summit" - should be very productive.

    Thanks for keeping us all in the loop,

    Richard :)
    Chief Deal Weaver
    www.BlackWidowNetwork.com
  • Boy do i agree! What i find difficult is how to best do it. As a consultant, you have to find the time to get smart and then do the work to keep current clients happy who may not be at all into social marketing (which is my situation to some extent)
  • Whether it is the "Old School" or "Web 2.0" approach, it is all about the quality and nature of the connection.
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