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When it Comes to Social Networks, Some Things Are Best Left Undefined

Posted by Jason Swartz on November 17, 2009 at November 17, 2009 4:12 PM

Yesterday, I gave a presentation on leveraging social networks to help build your brand, during the Minnesota Society of CPA's annual tax conference. The audience was great and asked some great questions throughout. But one question in particular stuck with me. A gentleman in the front row asked, "What is Facebook?" My response was that it's a Web site, allowing people to connect across the globe, through instantaneous sharing of messages, pictures, videos and other info. I was met with a blank stare, followed by another attempt from the man, "Yeah, but what IS it." The man asking this question gave me the analogy of a car, and how you could explain what a car is in 30 seconds to someone who didn't know what it was (a box, with four wheels, a steering wheel and an engine that transports you from point A to B). While somewhat true, I heard a great follow up to this analogy from another audience member. The man following up said, "Trying to explain Facebook to many people would be like trying to explain the color television to someone living in 1800." Great point. To give a more current example, take out your cell "phone" and try coming up with a definition for what it is, considering that the "phone" function is probably the least used of all its features. Can't come up with a definition? I'm sure there's an app for that.

To me, there really isn't a one-size-fits-all definition that's going to explain exactly what Facebook is. The same holds true for its counterparts such as LinkedIn, Twitter, YouTube, etc. That's because we, as a community, are constantly defining what social networks are through the innovative ways in which we're using them. The man with the car example wasn't interested in how people are using Facebook, he wanted to know what IT is. But that's just it. Our personal usage defines what these sites are. To my step-mother, Facebook is an online photo album to show off her grand kids, which is probably how she'd define it to friends unfamiliar with the site. To my clients, Facebook might be defined as a multi-faceted communications platform allowing them to build relationships with their customers.

I heard a term a while back called "perpetual beta," meaning something that will always be tested and revised. I like to think of Facebook, and other sites like LinkedIn, Twitter, etc., as sites that are stuck in perpetual beta. So many people are using these sites in new and interesting ways that one definition won't suffice. I'd love to know how you or your company uses these sites and get your take on what Facebook is. Or, how you might define any of the popular social networking sites. Feel free to leave a comment and let me know.

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