Why social media is a bad name for something that involves more than technology.
I personally think that the term “social media” is a poor one, because the term doesn’t reflect the opportunity that mobility, the Internet and cloud technology platforms have enabled for organizations and people. In fact, I think the term actually reflects misconceptions so many have around technology in general, and that is doing harm to organizations and professionals. By characterizing a variety of trends under the blanket term “social media,” we are in fact oversimplifying what “social media” represents and inhibiting the adoption of what is possible to succeed in a radically different world. While this is true for many industries, the health club and fitness industries in particular suffer from this misbelief.
This perception comes from years of working in a number of industries, including health clubs and suppliers in the fitness and health club industry, who are struggling with what to do in light of “social media.” My experiences include the very small, to some of the largest brands in the business, and yet despite the variations in size, the same challenges and misconceptions exist with most of them, and it starts with the term and confusion around what “social media” represents.
Social is defined at Dictionary.com as, “pertaining to, devoted to, or characterized by friendly companionship or relations.” I get that. Media however is defined as, “the means of communication, as radio and television, newspapers and magazines, that reach or influence people widely.” That last definition reflects how “social media” is often used by organizations operating under past paradigms.
Communication is not a one-way street anymore. Command and control, broadcasting one-way messages, or leaders hiding in ivory towers fearful or unwilling to listen to outsiders’ beliefs or opinions — these are all tenants of a past world where everyone didn’t have a voice. Now they do and therefore “media” is a misnomer that leaves out the idea that people are as powerful as brands, and transparency is creating a time where what you are doing will be uncovered. What advertising and media has been for decades, and still is for most, is a game of spin and manipulation. In the long term, that isn’t going to work and the belief systems underlying that view are why “social media” is an oversimplification for something that goes deeper.
In his recent best selling book, “Jab Jab Jab Right Hook, How To Tell Your Story In A Noisy Social World,” author Gary Vaynerchuk had this to say about the revolution technology is having on society and business in general: “It took 38 years before 50 million people gained access to radios. It took television 13 years to earn an audience that size. It took Instagram a year and a half.” Gary goes on to say in the book, illustrating the point that we must rethink fundamentals of the relationships we have with our customers, that, “The skill sets it takes to be a successful entrepreneur, a successful marketer or a relevant celebrity is a different skill set than you needed 10 years ago, even though that was the skill set that mattered for decades.”
Gary is right, and the skill set referenced is one of being human, transparent, vulnerable, and most of all, truly caring about the customer. That skill has little to do with technology directly, it is a belief system often given lip service. The power is shifting to the customer and they don’t care what YOU think. This is a revolutionary concept for organizations, many of whom aren’t as good as they think they are or might be unclear about their relevance in a changing world. The game is different because everyone has a seat at the table, and if an organization does not truly care about its users, or doesn’t deliver real value, it won’t be able to fake it for long. With respect to technology, being successful at the new game starts with understanding that “social media” is more than having a company Twitter account or Facebook page and posting ads or information. That is not a strategy. It’s really about being aligned with a new way of thinking that encompasses much more collaboration, humility and openness.
Bryan O’Rourke is considered by many to be a thought leader on technology, health club, consumer and wellness trends. He has been quoted in publications like the Wall Street Journal, the New York Times and Inc. Magazine, and has been published in journals around the world. In addition to being an industry expert, Bryan is a technologist, financier, shareholder and executive in several fitness companies. He has spoken on a range of business and trend topics on four continents. He advises successful global brands, serves as a member of the GGFA Think Tank, on ACE’s Industry Advisory Panel and is CEO of the Fitness Industry Technology Council. To join FIT-C visit www.fittechcounci.org. To learn more contact Bryan here today.
