Apologies at the outset for the above quote. It is not my line but I cannot recall where I read it. If you know, of if it was you, please introduce yourself and take the credit in the comments below.
I was discussing social media this morning with freelance marketeer Helen Hammond.
For some reason I was in an unusually downbeat mood. I felt that I didn’t want to talk to about social media. Sure, I love social media. I have gained a lot of work from social media and it has massively increased my profile both here in the UK and also in America. The potential for social media to drive business and new opportunities is immense.
But something was irking me.
There remains an obstructive self-consciousness within social media, where the social media activity becomes the thing itself.
It is not. It is just the tool, or vehicle, that gets us to our destination.
I recall from my student days reading about how the written word, within literary criticism terms, should be transparent so as not to obstruct what was being described, nor draw attention to itself. I think that was a liberal humanist approach, but I digress.
Likewise, we need to get used to using social media as a conventional mainstream communication function. At that point, we will not be fascinated so much with the “Hey, I’m using a new Twitter app” or “Have you tried that new social media hub for… whatever…” and instead we will simply be getting on with the business of communicating by diverse means, including social media, on a daily basis.
The technology itself, at that stage, is as boring and as unworthy of commenting upon, as a telephone.
When technology becomes boring in this sense, it will stop getting in the way of the message we are communicating, and therefore carry the message with less distraction for either the sender or recipient.