The Opportunity of Social Media Remains in the Human Relationships

Isra Garcia
Isra Garcia Digital transformation advisor and new media analyst, IG

Posted on April 21st 2012

The Opportunity of Social Media Remains in the Human Relationships

During all this time I have realized that we pay to much attention to concepts – perhaps – too abstracts, such as the times you interact with the audience or how many visits have our blog or youtube channel. Ok, it might not be as abstract as we may think, at the end, it’s our day-to-day job (bonus: you can also buy it on the Internet) No, it’s really abstract when we compare with staying human.

remains on the human relationships - Isra García

The Meaning of Staying Human on the Internet

We talk about experiences, not concepts. We talk about feelings, not about promotions. Emotions and not services and most importantly, we don’t talk about our business, we do it about stories, stories that create resonance. We align people with people.

Are we truly social? This is quite weird, sometimes we forget the word “social” and owe just focus on the word “media” or “marketing.” Businesses lose their authenticity and brands turn themselves into robots – and remember that they won’t flirt with you – looking for more and more robots like them, so they can easily automatize processes and content that get lost in its way to nowhere, in its way to the auto-promotion, mediocrity and silence of the ego-system. However, there’s a new offer that rewards the credibility, authenticity, engagement and alignment. In other words, the opportunity remains in the connectivity created by human interactions.

Where’s the Opportunity?

We don’t know what is going to happen tomorrow, who knows? What Human Media means for us?

If you are a business that intends to use the Social Web in a meaningful and thoughtful way, my advice is that you may focus on experiences that happens in your community, connect with people within your community and decrease the noise by creating more conversations – this starts by listening – this conversations could happen beyond your community, you should be there too, engage personally with every customer – not a fan – and really make use of the human interactions through the Social Web. I do think that brands, companies and organizations should embrace the fact that, in this 2012 – 2013, connecting first by staying human is the key for a sustainable business model as a result of building a foundation among your community. Then more and more brands will approach Social Media from a human perspective (Human Media), then business will create relationships, and this will stay longer than sales pitches.

If you are a business using the Social Web for creating connectivity with your customer, my advice is that focus on interactions and execute them with brilliance, you should go beyond counting fans, followers and likes. There’re some ways to do that, but it is no as easy as create a Facebook page or a Twitter account and waiting for results to come soon. Create content that matters to your audience, offer different ways for them to connect with you, allow them to have a voice in your framework, allow freedom of interaction and relationship inside your business, answer clearly and quickly and in the most human way possible.

The opportunity remains in the human relationships.

Isra Garcia

Isra Garcia

Digital transformation advisor and new media analyst, IG

Marketer, digital transformation and new media advisor, speaker, blogger, educator and an agent of change.

Social Media Today's Best thinker member. Isra is the creator and author of the paradigm that has revolutionised the social media: Human Media and also founder of Stand OUT Program, Engage Worldwide and Principal at IG.

His blog on Social Media, Marketing, disruption, lifestyle, new perspectives, productivity and change is visited by more than 110,000 people every month. Only 31, Isra has taken part as a TEDx speaker on three occasions and has participated in more than 290 industry events as speaker. At 27, he started his own agency, and has worked as consultant and analyst on new forms of online communication and marketing for other agencies and brands such as EMI Music (Spain – Portugal), BlackBerry (UK – Ireland), MTV (UK), Pioneer (UK) and blur Group (UK – USA), Amnesia Ibiza (Spain) and Music On (Spain – Italy). He has been the promoter of MONK (UK – Italy – Sao Paulo), the first Human Media Marketing agency, where he worked as Human Media Evangelist and Advisor, and is now involved as head of digital media at Bridges for Music (South Africa – India – Brazil), an international NGO that fosters and encourages change and talent. Isra has also been in charge of Marco Carola’s personal brand as one of the most influential artists in the electronic music scene worldwide. He actually advises Ushuaia Beach Hotel, named as number one most technological-adavanced hotel in the world.

His fast-moving career has always been related to Web 2.0.  Isra´s early work as a consultant, in charge of teams and Social Media strategies for Social Media & Community. These are just a few of the highlights of his career. Undoubtedly, Isra adds a visionary and human-technological way to understand this new environment that the Internet has provoked.

Leaving aside companies, roles and projects, Isra has always been characterized by a thrilling passion for the human side of communication.

Isra writes for international publications such as Social Media Today, SmartBrief and contributed with FastCompany and is a guest lecturer at EOI, Fundesem Business School, Nottingham Business School, University of Leeds and University of Manchester. He is co-founder and organiser of Adictos Social Media and "Internet Changes Everything."

Isra is a 31-year-old visionary and pioneer who has revolutionized the New Media environment with his concept of Human Media based on human business interactions through the Social Web . Isra pioneered how the the new use of online media leverages the Social Web through human relationships, Human Business Interactions, connectivity, feelings, resonance and of course people. Specialized studies in Spain, UK and USA represent the base for his international career. Isra was recently on TEDx where he introduced his vision about Human Media and its impact on brands, businesses, people and the Web.

In only two and-a-half years, Isra has completed two Ironman races and, since last september, he is one of the only 89 athletes in the world that has completed the three-day ultra endurance event, "Ultraman" (10k swim + 420k bike + 84,3k run). He always pushes the intellectual and physical work far beyond his limits.

You can find Isra at TEDx events, presenting his perspective on Human Media, the future of social media, change, revolution, Ultraman and disruption. Also, in his Spanish blog http://isragarcia.es and international site http://isragarcia.com.

“Writing about oneself is infinitely more difficult than writing about anyone else. You’ll find that the story you thought you were telling people isn’t the story that people perceived.” Isra García.

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Comments

MarieWiere
Posted on April 23rd 2012 at 2:00AM

This was a great post.

Businesses need to focus on creating conversations with their customers in a non-sales manner to build realtionships based on trust. Those organizations that fail to do this will struggle to realize results from social media platforms. 

 

Isra Garcia
Posted on April 28th 2012 at 3:40PM

Thanks Marie. 

The more you interact and connect with people, the more "lucky" you'll be. Relationships matter.

_h0us3
Posted on April 22nd 2012 at 10:12AM

Great post Isra! so correct and spot on! One factor we have let slide to an extent is that of keeping it real, ie. Keeping it Human. There is so much individuals, organizations, brands, and so on can benefit from maintaining or better yet, re capturing the human side of the social equation. Automation, process and flow are important; it is not easy nor does it come at no cost, but the benefits that arise from capitalizing on those human opportunities in social media, are well worth the pain. Like they say: it hurts, but it works. 

Isra Garcia
Posted on April 28th 2012 at 3:33PM

Then it's when businesses become human and not technologically social, I'm talking from a different approach, a more human one, Human Business. I agree with you and I'll add creating resonance through connectiveness and forgetting live the hype. Thanks for the comment!