I'm breaking my own rule and talking about social media on my self-declared "National No Talking about Social Media Week." Hey, at least I went 6 days, so I don't feel too bad.
I've been thinking lately about the term "social." And, of course, there are a lot of definitions out there of that word (and even more of "social media"). They are probably what you would expect, but what struck me is that there is a big difference between being social and being involved.
Maybe that's why most companies are using social media tools to push out messages - just like they would any marketing media channel. And people are being "social" with them. You know, stopping by, grabbing a drink and making small talk. God knows there's A FREAKIN' LOT of small talk going on. And small talk is great when you're being social. But make no mistake about it: small talk is not deep, meaningful, beneficial to both parties talk. Being social is not being involved. This goes for your side and your customers side. In fact, when you're involved, there ARE no sides. You're in this together.
And that idea can change the conversation from one that's about tools to one that's about relationships. Therein lies the foundation for something that'll outlive your Twitter strategy every. Single. Time.