2009 could be the year of small social media AND… bloggers

4th December 2008, 05:30 am

OK, here’s the thing. Social media are media and means to an end. They help us communicate to other people.

However, I’m feeling like focusing solely on the tools of social media isn’t enough. There’s just too much material being written about “social media”. Some people do a really great job at this stuff, like:

I think that these people are so effective at this subject matter that there’s no point in competing head on with them.

(OK, maybe I shouldn’t use competing because that’s kind of against the spirit of the whole thing, but bear with me)

I also think that the world needs to look beyond the tools and more at dealing with problems, opportunities, solutions, and practical applications. The writers I’ve noted above do try to address those concerns but I think there’s more to be done.

Here’s an example of what I mean:

Beth Kanter focuses on the uses of social media for non-profit organizations. I think this is great, because many non-profits are charitable organizations or otherwise out to do important work.

There are scads of companies that are starting to use the tools effectively in the pursuit of their businesses. Dell, Zappos, Ford, and others are examples of companies that are trying hard.

And there’s a lot of companies that are just using the tools for their marketing and communications programs. So be it.

On a personal level, I’m looking at these tools as means to stimulate creativity, develop ideas, have meaningful conversations, and focusing on the individual. I think that 2009 should be about social media at the individual level. I think that we should we broaden beyond social media blogging.

I think we should focus on social media and… blogging/content creation.

I think we should stop talking about social media as an end and look at it more as a means.

I’d like to see more stories about how people are using these tools to do great things. Case studies. Tangible products. Successful campaigns. The development of professionals, creators, and careers by leveraging the tools.

I’d like to see more stories about how the knowledgeable and experienced are working with the novice, the uniformed, the young, and even the timid to see how they can use these tools to express themselves, build esteem, and self-actualize.

I’d like to see more stories how people in underdeveloped areas, small towns, and different professions are using the technology to make things better. Heck, I’d like to see how accountants, plumbers, engineers, monks, welders, and social workers are making use of this technology to do their stuff better, stronger, faster, etc.

I know these things must be happening and there are little success stories here, there, and everywhere. I just think we need to hear more of them.

So, two things:

I encourage people to branch out a bit from pure social media talk. Mix it and match it with other causes, disciplines, and interests. Find your own little combination and niche and own it. Humanize and personalize it.
I encourage the focus to move away from how the big corporations are getting on board and instead focusing on individuals, small groups, and little, great things.

These are my modest proposals for 2009. What do you think?

Other posts that you might enjoy reading:

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23 Comments

mfruchter:

Mark,
It's an honor to be mentioned, thank you!

That list is not complete, until at least one more name is added, —-> Mark Dykeman.
I'm looking forward to 2009. I think it's going to be a real interesting year in the social media space. Your proposal for 2009 is very modest. It's inspired me to add a few more thoughts, which I will follow up on an upcoming post.

You are a tremendous an invaluable resource to me, and so many others. That speaks volumes, so thanks again
4 December 2008, 8:44 am
Mark Dykeman:

Thanks, Mike, but I see myself as being less and less of a social media blogger/writer over time and more into general content development, creativity, and idea generation. I even changed my tagline.

I look forward to your post!
4 December 2008, 9:04 am
Louis Gray:

The whole concept of being a blogger who writes about social media still hurts my brain. It wasn't the goal when I started the blog, as I was always talking about Apple, Google, Technorati, etc. Over time, as I got early access to FriendFeed, socialmedian, Strands, etc, it was a natural evolution, but my goal isn't to be a social media resource. It's only a byproduct, and likely spiking now, tapering off soon.
4 December 2008, 10:38 am
Mark Dykeman:

And that's fine, Louis. I'd say your coverage has focused more on the tools than the rules, so to speak, but it's all been very good, very helpful stuff for thousands of readers, including me. You're a hard working, quality producer of content and you certainly deserve whatever recognition you've received. And thanks for helping out a few of us newer folks along the way!
4 December 2008, 10:49 am
AdamSinger:

Great points Mark – whenever I write on social media, I don't merely write about the tools. I write on their application for PR/Marketing and building a brand (web or physical variety). In fact I agree with your point and have tried to stop writing on things people are already covering (although some days you can't help repeating a good idea).

Noted though, we should be carving out unique voices/niches for ourselves and get outside of the echo chambers.
4 December 2008, 11:04 am
Steve Olson:

Mark,
I am not a 'social media' blogger (I am not entirely sure what kind of blogger I am, and maybe that's a problem), but I am intensely interested in what all of you are talking about. In 2009 blogging will expand as will social media, have no doubt, in a recession these tools will become more valuable not less.
4 December 2008, 11:04 am
Mark Dykeman:

Some more segmentation would make things interesting, I think. At the same time, if you think you've got material for a large audience and you're willing to work at time, you could still be a generalist. It's just not something that I personally would do. But that's just me.
4 December 2008, 11:23 am
Mark Dykeman:

I'd say there are 2651 people who don't have any major problem with your direction.
4 December 2008, 11:25 am
Anthony Farrior:

Thanx! it's the only choice I have with Mr. Gray and Corvida and
such…People actually say thanx on twitter so that makes it worth it!
Solacetech
http://myphillynetwork.com
4 December 2008, 11:46 am
Anthony Farrior:

I agree, the experts above are so detailed that I've just resorted to helping the mainstream “ease” into tech with videos on my site…
4 December 2008, 11:58 am
Mark Dykeman:

I like that approach, Anthony. There's always a need for guides.
4 December 2008, 12:01 pm
Hutch Carpenter:

What are you crazy? Putting me up on that list…thanks Mark. I love your stuff. I have noticed your posts on idea generation and similar topics. I always find those to be interesting and me me think.

I am a huge fan of case studies. I pursue them in my professional life for enterprise 2.0, and find that a good case study goes miles toward making the value of something more tangible. I agree that these use cases for individuals are an ongoing need. They're out there, it's just a matter of recognizing and covering them.
4 December 2008, 1:18 pm
Mark Dykeman:

Case studies would be good.

You make great diagrams, too.
4 December 2008, 6:30 pm
Mark Dykeman:

Good on ya.
4 December 2008, 6:53 pm
sonnygill:

Great points here Mark.

I'm trying to shift my writing into more of an educational side and try to teach new n old marketers and just people, how these tools and strategies can benefit them and actually show them that it can and does work.

Love your goals and hope I can adhere a bit of that into my own 2009 strategy.
5 December 2008, 9:24 am
Mark Dykeman:

Sounds good!
5 December 2008, 9:48 am
Mike:

Thanks for the great post. I agree with you. There are so many voices that much of the content on social media best practices, while important, becomes redundant at time. I frequently find this when reading new social media bloggers. I also agree with you that case studies are valuable, but a good case study doesn't come around over night.
5 December 2008, 9:59 am
Mark Dykeman:

The redundancy that you speak of isn't just limited to social media blogging – it can happen in any realm of interest.
5 December 2008, 11:25 am
Carolina:

Great post. I work in interactive marketing and in business, social media does tend to be talked about as an end rather than a means, which is, of course, where it really gets interesting. And I think social media is an incredible resource for individuals in the development of their interests and careers. For instance, while I work in interactive marketing, am also just getting into graphic design. Using twitter and blogs I have been able to follow and interact with countless amazing designers and get instant and unbelievable access to their thoughts, inspirations, workflows and advice. I can ask questions and am greeted with receptive a receptive community, and genuinely helpful people, and my own contributions are also valued, all of which give me confidence and encourage me to delve deeper into this developing passion, despite my lack of experience and insecurities, and actually start to produce my own things. I think that without the support of this type of community, I might never have actually pursued it, or at least, it would have taken a lot more to get to consider it.

And due to the nature of my work, I also use social media to learn more about social media itself, from major players who have been working inside the space every day for years, and with whom i can actually have direct contact with through things like twitter and blogs, which is something unprecedented before now. The barriers of entry have been greatly reduced, which is not to say that the “competition” is less (you could say it is even more pronounced), but the sense of community, sharing, openness, helpfulness and good will that social media has at its core allows people, who might otherwise have dismissed great opportunities for lack of confidence or experience, at least get a chance to see what it's all about first hand. Social media allows you to be a “fly on the wall” of virtually any industry. And if you choose to participate and add your own value, you may even be able to slowly grow into an actual player in the space. Although, whether or not you “make it” after that is another story.

Thanks for the great post!
6 December 2008, 3:07 pm
The power of social media & blogging « Bristol Editor’s Blog:

[...] December 7, 2008 Just checked out an excellent posting on thoughts for the social media scene and the rise in personal, value-added blogging for 2009 – check it out here. [...]
7 December 2008, 10:24 am
Goodness Gracious, Great Blogs of Fire! » The Buzz Bin:

[...] Dykeman would “like to see more stories about how people are using [social media] tools to do great things.” Mark wants case studies and examples of how these tools have helped propel careers. He also [...]
9 December 2008, 10:56 am
Amanda:

Great post! I think that the 'thought leaders' have already joined Social Networking revolution! 'Its so exciting!' 'Social Networking is AWESOME!'

Now in the next year the timid ones are looking into Social Media, the large slow moving ones, and the large corporations are really going to try to figure this out.

How does that quick, in-the-know Social Networking guru break it down for them? They need numbers, data, case studies, the 'R' word (ROI) and those resources aren't really out there yet.

The only instance I have seen is in a presentation done by Brian Halligan of Hubspot at a Social Media Breakfast in Boston http://www.hallme.com/blog/roi-of-social-media-... he had slides and actual data that Hubspot had been collecting since the beginning. There needs to be more stats sometimes and less gushy sentiments of how cool social media is.
9 December 2008, 5:16 pm
Mark Dykeman:

@Carolina – Great points!

@Amanda – thanks for the link to Halligan's presentation
10 December 2008, 6:31 pm