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Priestley’s Paradox and Social Media Strategy

3 min read
Priestley’s Paradox and Social Media Strategy

The story goes that in 1957 when chatting about the rather new creation regarded as tv English novelist, playwright and broadcaster John Boynton Priestly remarked:

“Currently we Viewers, when not viewing, begun to whisper to a person an additional that the extra we elaborate our signifies of interaction, the considerably less we converse.”

Or when interpreted by modern academic types:

“That as the amount of communication approaches raises the quality of the conversation decreases.”

This is Priestly’s paradox.

Although this remark could be observed variously as cynical, technophobic, out-of-date or plain incorrect (get with the instances Priestly and cease staying so adverse, you might be wrong!) I argue that in numerous conditions in the digital social place we inhabit Priestly was proper on the cash.

Do not believe me? Think about detailing the concept of social media to an individual in 1957 (or even 2007 for that subject):

  • Specific oneself – in 140 characters or much less
  • Clearly show appreciation towards a assertion – by clicking like
  • Snicker out loud – never really chuckle, just style LOL
  • Manage friendships – with men and women you’ve hardly ever satisfied

Is it honest to say that the quality of interaction has diminished?

Indeed – but this is a ‘glass half empty’ example, it lacks context and won’t start off to contact on the positives. Social media is a strong resource for organizations and can be extremely advantageous from a shopper engagement, B2B networking, public relations and internet marketing perspective – dependent on how it is made use of.

It is the how I want to aim on.

Do you have 1 of ‘those people’ on your company’s Twitter or Fb who share any and all inbound links in any way connected to their field on any specified day?

“9 Ways to Create New Potential customers”, “Need to Use App Tracks Social Traits”, “33.3 Approaches to Instantaneous Success”.

In a misguided try to be considered as an educated credible source or thought leader in their sector these accounts can be witnessed as irritating, self absorbed and crying out for awareness.With this method there is typically small engagement (besides for big corporations), possibly the odd like or retweet but seldom does this strategy incite meaningful communication. What is worse is they are almost certainly one of 50 folks in the similar loosely similar discipline that will be sharing the same matter on the very same working day. It is really impersonal, demonstrates a lack of ideas and in this occasion proves Priestly accurate.

I like to imagine social tools can be made use of to enhance the top quality of conversation so when devising a social media method for your enterprise feel – How can I verify Priestly improper?

Below are some strategies:

  • A ‘no hyperlink without the need of context’ policy: When sharing a connection relate it again to your organization, your clients or your business and explain why it is essential/appropriate/applicable/superior/bad etc. This is less complicated claimed than accomplished at 140 figures but that just emphasises the have to have to imagine carefully around submitting one thing.
  • Development of our own authentic content and commentary: Very straightforward definitely, the place possible check out to generate your material in-dwelling.
  • Top quality above amount: You might be possibly not solely fascinated in what your prospects experienced for lunch or the amusing movie somebody uncovered on their crack so why bore them with these aspects. This relates intensely to the former two details.
  • Use manners: Thank persons for retweets, welcome new followers and close friends and remain amicable regardless of the medium you are utilizing. You may perhaps not be communicating in particular person but you can still be personable.

There will constantly be some degree of removedness in social media interactions but pursuing these straightforward guides (and don’t forget they are only guides) can assistance you craft a lot more pertinent, participating, own and helpful organization communication in the social house.

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