What Does Social Media Transparency Even Mean?
One of the big cheers for social media is it’s so called “Transparency”.
I find this assessment entirely misleading and false.
How on earth can a medium in which we have complete control over be transparent? The answer is that it’s not. 
Over the weekend President Obama was asked about Twitter when talking with a group of Chinese students. Obama was asked, “Do you know about the great firewall and should we be able to use Twitter?” His reply: “I have never used Twitter but I’m an advocate of technology and not restricting internet access.”
Never used Twitter? WTF? After all, Obama was absolutely masterful in his presidential campaign’s use of social media…it helped propel him from unknown to Front-runner. His 2.6 million twitter followers have cheered his campaign’s pledge of transparency for using Twitter. So how has someone with 2.6 million followers never used the service?
Social media allows the ability to be open, but transparancey implies I can see through the smoke and gives users more control. But I still have complete control over my social media activities.
I control what is posted and projected. I have control over the brand I wish to portray of myself. I have control who is in my networks. I have control over how I respond to both good and bad comments.
The wizard behind the curtain is the one I want you to see.
So what exactly is transparent about that? The answer is that it’s not.
The power of social media lies in its ability to attract and connect with new audiences and in it’s ability for 2 way conversations and engagement.
Unfortunately, most brands focus on attracting the audience, but not the dialogue and engagement.
So in most cases with companies and brands…Social media is no more transparent than a television or radio commercial. You get no more understanding of who they are or what they’re like in real person than you would with a print ad.
So just what is this transparency everyone is talking about? It’s the potential. And just as with anything, not everyone…in fact most brands and companies do not live up or even acknowledge this potential.
Some do, and those companies are reaping big rewards and creating virtual armies of folks who not only loyally buy their products…but encourage others to do the same.
I have gotten to know some truly great people, many of which I consider dear friends from social media. These are folks who are using social media for advancing business opportunities…but who show a human element and personality.
Transparency implies you can see through something. What you should strive for in your businesses social media activities is not for us to see through you…but for people to see you as you are.
Commentators and marketers are correct in their understanding of the potential of social media…they’re just using the wrong terms.
Get the Real Time Marketer Directly to Your RSS HERE
Scott S. Bishop is editor for Real Time Marketer and a marketing strategist with a specialty in social media. He is an avid blogger and active across the net. He is @thescottbishop on Twitter
Related posts:
- Social Media Tool: How and Why You Should Use URL Shortener Su.pr This weeks tool is the URL Shortener from Stumble Upon,...
Related posts brought to you by Yet Another Related Posts Plugin.
