Command and Control is akin to “dominating, putting a collar on it, making it your bitch, owning it”, and of course “manipulating”. “Social” by its very nature will not succumb to this. It is a shape-shifter. One that will change its appearance when “discovered” and on the verge of manipulation. You can only be Social’s friend, not her boss.
There’s an increasing amount of conversation about stepping back, reevaluating, etc… The very first stop should be going back to using these Social technologies with our existing relationships (families, neighbors, employees, colleagues, clients, customers, and constituents) to truly “listen”, understand, experience, and improve. After all, our relationships have the greatest insight to their experienced reality (the one that actually matters), and the greatest influence.
We’ll see people turn away from Social unsatisfied because their expectations of a “return” are not realized. This will be the result of misguided goals and intentions, and also misapplying tools with quick-fix, tips & tricks mentalities. They were bitchin’ their Social. Being the creatures we are, we long for easy recipes especially in confusing, mysterious times. Not only did the carpetbaggers deliver, but en masse, instinct, and hype delivered us past the common sense of utilizing these beautiful technologies with our own existing relationships.
What’s most wonderful is that there is a sense of course correction afoot. If it were easy, it wouldn’t feel nearly as good when we make advances.
There’s no Express Service on the Social. All tickets are for the Long Haul. And as much as we’re inclined to mastery, Social won’t be on the List of the Conquered. Social won’t be bitched.
Where are your thoughts on this? Are you feeling a correction afoot?