Did you ever think about the best way to describe what social disruption is all about? To move the discussion away from the channel (not social=Facebook page or social=Twitter account) and to what really matters, I have come up with this inspired by JP Rangashwami @jobsworth :
s = sincere
o = open
c = collaborative
i = interested
a = authentic
l = likeable
There are many excellent examples of organisations, companies and individuals who can subscribe to all of the above. One great example is the Danish TV&Broadband provider YouSee
Another – from the other side of the world, Toyota
But even if you only identify yourself with a subset of these letters, I would still categorize you as “social”. Let me elaborate:
If you don’t mean it, don’t post it. Or retweet it. Or spread it. As a company or an individual it must be what you stand for.
Be open to feedback and suggestions. Make yourself approachable and transparent and make sure to engage when someone reaches out. If you don’t they will stop trying. And that was not the intention.
At the end of the day, you and your audience are in the same boat. If you do not collaborate on moving the boat forward, you will ride in circles. Join initiatives that make sense to the common goal and be generous in sharing them to evangelize.
Do you care? Do you want the audience to care? Show it. Respond, engage, reflect. Don’t just retweet other people’s content. Show who you are and that you care by commenting and making suggestions.
Your brand equals the sum of conversations about your brand, a @Radian6 executive told us when they joined salesforce.com – and we embraced that. So we joined the conversation to listen and engage – never hiding who we are and who we work for. But we joined as individuals – being true to our selves.
It’s easy to be angry, to criticize, to rant. But let the others do that – those who want to interact with you and your company don’t need to hear what you are upset about, they want you to share their pains, not yours. Be the kind of person/company you would like to invite for dinner and enjoy having at your table.
Social disruption means that you as an individual or as a company engage along these lines, by showing that you care, by being true to yourself, by sharing for the benefit of a common objective: Ultimately, the success of everyone involved. – that is being social.