Social media is creating a massive problem. It is making us think that we have to keep on saying things. But we are trying to fill and unfillable hole and losing sight over what really matters.
Which is one thing: outcomes.
It’s easy to lose sight of these, such is the drive to hog air space and attention.
Outcomes are relatively simple in communications terms. We either want people to:
- Know something
- Feel something
- Or do something
Of course, in real life, we will want to “engage” people – talk to and listen to them – and create relationships. But mass communication doesn’t really permit that level of intimacy.
Face to face is always better for that.
In order to bring about these outcomes, we have to get people’s attention. If we don’t get that, then we will simply be churning out stuff that will wash over them, at best. At worst, it will convince them that we are annoying and deeply boring.
At times, it can be helpful to be deeply boring, diverting attention from things we don’t want to talk about, but when we need attention, we want to know we can get it.
So before you tweet, blog, email, present or just talk to anyone, work out what you’re trying to achieve. All else follows from that.
That’s not to say that any of it gets easier when you’ve worked out what outcomes you want.
That’s when the hard work really starts.
But one thing is certain: filling space with stuff and nonsense will eventually turn people off – and convince them that you’ve probably got too much time on your hands.
Best, as they say, to say nothing and be thought a fool than to speak and put the matter beyond all reasonable doubt.
