The Target is Not the Weapon
Donald Trump. Who’d have thought I’d be in a bookstore last night and see a book by Donald Trump, and that I’d pick it up, and at random flip to a chapter with that title? The Target Is Not The Weapon. It’s a simple lesson, and yet profound in how it changes one’s focus.
In social media, the tools aren’t the same thing as reaching a goal. If you’re a marketer looking to use these tools, then make the first goal to learn how the community moves, listen to its ebbs and flows, and then make the next goal to try starting conversations. But don’t stop there. What’s the real goal? What’s your real target? Growing sales? Building leads? Engaging more people in your nonprofit cause?
I have been doing this exercise for days in different forms, but not with this language in mind. Think about this in Trump’s words. If you’re seeking to hit a target, is the goal to use a dart or an arrow or a bullet, or is it to improve your accuracy, or is it simply to hit the bullseye? The answer is C, even though A and B are part of the equation. Make sense?
I’m thinking long and hard on which social media tools do what for my own business goals, and how this will impact what I advise people to do next. Do the tools have impact? Definitely. See the Financial Aid Podcast and Wine Library TV for two small business examples. See Direct2Dell for another example. See tons more examples in between.
But the chatter, the conversation for conversation’s sake? It’s fine and I don’t begrudge people using the tools for social conversation (enhanced beyond standard email). And yet, I’m assessing which parts do the most for me. What about you?
Here’s an Amazon link to the book:
Photo credit by uuuhyeah
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Comments
@Paul - see Steve’s comment below yours. It’s not any of the tools. It’s where your end state takes you. Looks like you’re pretty much there, but cast off the specific tools and state what your goals are. : )
@Steve - you get it. : )
Identifying the target is KEY.
When you make videos for broadcast television, the target is quality, because the funding is supplied by advertisers, so you have to make the best videos possible in order to retain the client’s account.
When you make industrial or corporate video, the target is communication, because the company’s paying you to get your point across.
When you make video for the internet, you either do it because you FEEL LIKE IT, or you do it with the goal of monetization through sponsorship, selling ads based on your stats or revenue sharing.
It’s important to know what the client’s TARGET is so that you apply yourself accordingly and don’t try to do GOOD videos for people that want CHEAP videos. Similarly, if a client’s looking for authenticity or transparency, you don’t want to create flashy, overprocessed videos for them.
I thought Steve was winding you up! I don’t know him… do you have that kind of humour, Steve?
My goal is research: I am purely into these tools for a bit to see what happens, which should highlight my ‘true’ calling as a writer of just about anything. As a tech insider, I really am one of the few who could make money out of these tools (thinking about earlier posts you have made now) so, without further ado… da-dah… my new mission, as stated on my own site: we want to make you *want* to go to work!
Okay, it’s only 4:26am in Burbank - but let me take it one step further. I’ll use Steve Garfield as an examplee, because I know him a little…take ‘changing the face of broadcasting ‘ even FURTHER…
WHY do you want to do that? THAT is the target. That’s a mission, even…which is why one of the best tools for anyone making media (or anything, really) is a mission statement.
Here’s mine, written about 12 years ago but it’s worked so so far - My goal is to make original, intelligent, challenging art and to help other people achieve their own artistic goals.
@Paul - My comment is genuine. For a while I have defined myself by the tools I use. A videoblogger puts videos on a blog.
I’ve always had in interest in reporting. In fact the second video I put up on my blog was a local news story.
I’ve done reporting for citizen journalism sites including Rocketboom and The UpTake.
Over the past few years I’ve imagined a future where the tools of broadcasting would become available to anyone on the street. Those tools are now here.
I recently spoke at the New England Newspaper Association conference in Boston and some of those newspapers are now broadcasting live reports from cell phones to their websites.
Now I’m exploring how viewers and listeners can have a voice.
It’s more than just enabling the existing media to use new tools and technology.
What I find exciting is the prospect of having a larger conversation.
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Thanks Steve - I love Rocketboom - well done! This is all great research for my goal too :)
The UK is way behind on this. We have one amusing blog http://www.order-order.com and a couple of imitations, but nothing on the scale in terms of podcast output that you see in the US. Keep it up.
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Yep, I identify with these questions. I have spent a few days throwing myself into these sites now, and I find it is consuming too much time! (Viz. Chris Anderson’s Long Tail post about free lunches just now as well.) I can get twitter/pownce and co. on my cell, my PSP, my other cell, my other laptop… it’s driving me nuts. But the thing is, I like all the new folks so much I really do want to know what they are doing, and to interact. They’re all on different timezones, so even if I’m stuck in the office, they’re telling me all the fun things they are doing after hours.
I am not conversing for the sake of it, but I do enjoy it. I want to understand these communities, and I want to do a new start-up around this area somehow. But I don’t think this means I’m being disingenuous - I don’t ask them why they post, and they don’t ask me - we all just get a kick out of splurging our lives out in the open it seems.
I have a secret approach too: twitter/pownce/facebook are for friends and linkedin/xing is for work. If you separate those things out, you can really focus down when you need to.