Social Media, Control and Engagement
There’s no question that the term social media is hotter than ever with quite a future ahead. It seems you can’t go to any event that claims the term ‘innovation’ as its mandate without some reference to tools like Twitter, Facebook and Foursquare . It’s because of this that I have a love-hate relationship with social media because its popularity is also what makes it problematic, particularly for fields like public health or for academia or other types of serious matters. Why? As one who studies, uses and designs social media strategies for public health I should be thrilled that it’s taken up so widely.
It’s not that these tools are being used, but how – at least by organizations. In yesterday’s Globe and Mail, reporter Kelly Grant showcased how the Toronto mayoral candidates were using social media to advance their campaigns. The quote that stuck out for me was from candidate George Smitherman’s spokesman Stefan Baranski who said:
“What goes out on social media now is as good as a press release”
The focus is on ‘managing’ the message and “getting the word out” is, to my mind, missing the point. Social media — as its name suggests — is social. That means that it is all about relationships and that means trust. When was the last time you had a meaningful relationship that was managed? When did you last control a conversation?
Politicians, public health and health care leaders, and companies all want to engage the public and they see social media as the means to do it. But true engagement is about genuine conversation, dialogue and trust, not faux Tweets or self-promotional Facebook posts. Politicians, organizations and leaders within them might do better to treat their constituents as people rather than objects. That’s why so many distrust politicians, and why public agencies and corporations have such a difficult time using social media to convert their messages into real value.
In my field, public health (note: that first part), we often speak to people like they’re children in a patronizing manner that says “we know better, trust us”. The problem is, we don’t and they don’t . We have a lot of knowledge about how to prevent illness, keep people healthy and happy, and create stronger communities, but we don’t know it all and never will. But, we do have a lot of knowledge that is useful and can make real contributions to the betterment of society.
That is what we’re supposed to do.
Our best chance is to dialogue with the public in ways that build trust, enabling the public to learn from us and to us to learn from them just as we would at a casual conversation with a friend or colleague.
Social media gives us the tools to do this, but only if we treat it as social and not just as media.