Social Media isn’t Magic – It’s about Staying Human on the Internet

Isra Garcia
Isra Garcia Digital transformation marketer and new media analyst, IG - Empowering People, Business and Communities

Posted on April 13th 2012

Social Media isn’t Magic – It’s about Staying Human on the Internet

staying humanSocial Media is not magic, nor does it surprising tricks, you will need more than magic to succeed. I am talking about a process that truly makes sense when it’s aligned with the business strategy and also gets inter-departamental touching every aspect of the business model.

I am afraid but Social Media is not the damn thing that will save your business from crashing.

What does social media really do for you?

It multiplies you reach, harnesses the power of global communications, mingles you with the party, connects emotionally with your audience, makes use of the social web to empower human interactions and also gives you real and measurable results.

What the heck! This is meaningful, I suppose you want to be on the top of the wave, I have got a question, why?

Perhaps you want do it for some of these reasons: reach more potential customers, align our marketing strategy with the online channels, find a niche inside the networks, less spent on marketing and advertisement, connect with our real customer, generate more traffic towards our website/blog, increase business leads or skyrocket the conversions rate.

This is me or the reasons shown below are so cool? I think that at least they make sense. Are you with me? Let me be clear and direct, there’s no magic formula, neither golden egg, sorry… Is there any other way? Sure, it starts from simplicity, launching and shipping right on their noses, experiment with campaigns and platforms uses, accepting failures as usual, but not mistakes – meaning failing more than one time at the same thing. Trying different is what matters in Social media, it means walking new paths, trying differently until you make something happen. Social Media is not what God sent you to save the world – actually are people – but an opportunity to a new media and marketing dimension. You only need to approach it as it was a strategic planning and goals definition. Do you get it?

The Key – Staying Human

Social Media can be understood in different ways, there will be people that it will talk about platforms or tools and there will be some – the crazy ones – that will say that it’s about people. I believe that Social Media is a means of expression that makes possible for customers, communities and brands “staying human.” That is to say, they will connect and establish relationships and thus, interactions among people through transparency, commitment, empathy, humility, consistency, coherence and closeness.

Staying human means going beyond the Social thing. It’s about how the information technologies we have available, together with the media innovations can help us building professional-personal relationships in situations and contexts where we were not be able to do it years ago.

Photo credit: mojo social media marketing.

Isra Garcia

Isra Garcia

Digital transformation marketer and new media analyst, IG - Empowering People, Business and Communities

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 two occasions and has participated in more than 270 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. 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 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

People hate automization and corporate posts and tweets. Staying human is definitely the right strategy, that and being responsive and interactive.

You're right Tudor. Responsive, interactive, supportive, attentive, connective and useful, that's is the point. Thanks for the comment.

Humaness is what makes social media such a desired form of communication. The folks over at @askamex do a great job of humanizing a big corporate brand! Same with @askpaypal

-Tammy

You can only do that by listen, undestand, act accordingly, connect, resonate and consolidate with people, no robots. Thanks for the comment and congrats!

I agree that the human element of social media is what makes it fun. I have made friends using Twitter that I would have not met any other way. They are people I look forward to interacting with when I get online. 

There is more to social media than being human though. There are corporate accounts that are set up on Facebook and Twitter for customer support and there are those are completely promotional such as the famed Dell Outlet Twitter account. These are legitimate uses of social media and people willingly engage with them because there are clear benefits to doing so. Just wanted to add that to the conversation as the beauty of social media is its ability to be many things to many people and companies.

Great point, at the end we're many things because we have personality and we're authentic, human traits. Also, chances are that benefits come from putting people first.