Do not stir up love before it’s own time. Song of Songs 2:7

How to get the most out of social media. And other social media DOHs.

by Stan Faryna

Stan Faryna

My friend, Saul Fleischman, writes about the features that Google Plus needs to compete as a social media platform. In my opinion, Saul proposes features which would up the game value of the app. Saul has a passion for the social game and opportunity – a passion that I admire about the man.

Read Saul’s proposals for a better Google Plus here: http://osakabentures.com/2012/03/facebook-robs-google-plus-both-fall-short

The success and sustainability of a social media platform, however, will not be determined by the advantages it provides to the social gamer.

Superiority of social service is determined by the opportunities and use that the average netizen can utilize. I’m not saying that the volume of registered users is relevant. I am saying that the volume of daily users and user to user interaction is key to a platform’s health and value. That’s why Facebook games are critical to Facebook’s strategy. Some suggest Facebook games drive 50% of the network’s daily log-ins, usage, and user to user interaction.

Superiority must also relate to how well a platform empowers people to connect, communicate, share, and collaborate with other people. All platforms attempt to address this function in terms of managing one-to-one and one-to-many relationships, but none of them do it brilliantly.

Despite all the hype, Pinterest miserably fails in this regard. That doesn’t mean it will fail. But if Pinterest succeeds, it means that online relationships are trending toward increasing superficiality. If I felt just a little bit snarky, I would list all the cool kids that failed to notice Pinterest’s major defect.

Today, Twitter, Facebook, Linkedin, blogs, and websites continue to stand out as the most usable and useful of social media platforms. They are not silver bullets, but they are staple in any social media and/or online marketing strategy – commercial, personal or otherwise. Their value to you, of course, is belied in the quality of the relationships you have with other people on those platforms – not follower count, likes, comments, page views, etc.

Metrics, analytics, and data of any kind are often misleading without a deeper sense of context and dynamics. Data, in fact, does not easily convert to knowledge, prudence, or wisdom. You can watch 10,000 movies in your lifetime, but it will still be unlikely that you write a great movie script like Frank Capra’s It’s a Wonderful Life, replace Anthony Hopkins in a remake of Silence of the Lambs, or direct a better remake of Guillermo de Toro’s film, Pan’s Labyrinth.

Contrary to popular superstition, data is not a commodity.

As my friends, Jack and Billy say, have fun with social. They and many others take what they do seriously enough to show up on schedule, make their presence felt, contribute to conversations, and make relationships. If you still have time and attention to build relationships with people on another social platform, go for it. But the last thing you should do is stretch yourself thin across a dozen major and minor networks where you leave no foot print on hearts and imaginations.

Digital footprints are often nothing more than sand castles that wash away with the tide.

Postscript:

Looking over my shoulder, I see the wind has blown the pages of a book open. Coincidentally, it offers wisdom on this subject:

Do not stir up love before it’s own time. Song of Songs 2:7

Stan Faryna
28 March 2012
Bucharest, Romania

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4 Responses to Do not stir up love before it’s own time. Song of Songs 2:7

  1. saulman says:

    What’s not to like? I’m not quite Pinsane either; fresh from my Google Analytics, despite being in Pinterest 2 years (yes, it is that old) and pinning infographics and everything BUT the shirtless men that the 90% female Pinners seem to like to, um, “pin”), I am more than “board” (bored); Pinterest doesn’t even show up in my top 100% referral pageview sources, despite many of my images being linked to a page or blog post on OB.

    Pinterest is, after, 100% visuals-driven. Got great, original photos or videos? You’ll get the love from Pinterest. Recipes seem to be all the rage as well; I don’t think I’ll be able to compete in that arena, thus.

    Pinterest just changed their TOS and notified everyone, just days ago. I trust they see a storm seeing – as people can repin opthers’ work and use at will, resell, etc… A legal nightmare for those involved.

  2. billdorman says:

    When I first got in I thought you needed to be everywhere and you can actually do it to a certain degree by linking the platforms. However, I’ve had a handful of my LinkedIn community drop me because I was dominating their streams and it looked like all I was doing was social; that probably wasn’t a good thing for me.

    I’m ok w/ Twitter for now even though I have FB, Google +, Pinterest and LinkedIn. I don’t have to be front page Google and I’m ok laying low enough to stay under the radar but being in enough of the ‘right’ places to be known.

    So true sir; this better have a fun element or I am long gone.

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