Dog Trainer 2.0 Three Things Stifling Your Success in Social Media – Part Two

Posted: April 13, 2010 in Uncategorized

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Top Reason No 1: You are on the wrong rung on the Maslow’s ladder

A psychologist named Abraham Maslow devised a 6 step-system now commonly referred to as Malsow’s Hierarchy of Needs that fits all people in anything we do.

The basic premise is that humans are driven by their need to meet certain needs. When we are homeless, hungry, drowning, choking, etc. we are not thinking about lofty ideas like helping others, leaving a legacy, or donating to LIVESTRONG foundation.

How does this pertain to Social Media?

Have you noticed that the things that go viral have certain things in common?

Videos (for example) that go viral are not selling anything. They are not advertising, promoting, or pushing a product or a service. Its usually something that someone has put out there expecting exactly nothing in return.

Folks who put out content on Social Media channels expect nothing (or very little) in return. They are on the 6th level of Malsow’s Hierarchy of Needs (Maslow added the 6th level later on in his life). He dubbed that level Self Transcendence. In other words, we take our interests out of the picture entirely and attempt to service others with out actions and knowledge.

Conversely, folks who try to go viral but dont succeed, or pay many many moneys for moderate success at best; their content reeks of self-interest, and it shows.

Lesson: When putting out content, be honest, don’t expect anything in return, and think of it as legacy you are leaving that perhaps your grandkids might read. Transcend your own interest and try to be useful to humanity. It will show.

But Dino, you say. I’m trying to make a living here. How do I do that?

My best advice is to do what google does. Make money though the “side door”.

When I ask people “what business is google in?”, they usually answer “oh, they do search engine thing online, right?”. Wrong.
Google gives away the search expecting exactly nothing in return. Then, they make money through the side door. Advertising.

Give away something valuable for free and make your money through the side door.

Top Reason No 2: Your mind is not Copylefted

Microsoft is the proud parent of Windows OS. A proprietary, monolithic operating system running the computer you are likely to read this on. In addition (or because of it) to  being proprietary and monolithic, its also copyrighted. In other words, its protected under the copyright laws pertaining to software code.

There is another OS that is much better (in many people’s minds), and gaining in popularity as well as widespread acceptance while threatening to take-away a lion’s share of Microsoft customers. Its called Linux.

GNU/Linux is an open, modular (opposite of monolithic) operating system that is Copylefted. In other words, it uses something called Copyleft law which simply states that the code developed for Linux is free in a true sense of that word.

I could take it and crate my own DinoOS to rival Windows OS. In fact, that is exactly what companies like RedHat, Ubuntu, Novell and many others have done with great success.

This is a very weird proposition for folks who are use to hording ideas, thoughts, knowledge, experience and other similar, somewhat intangible things that are hard to define.

If Linus Torvalds, the creator of Linux, chose to make his OS proprietary, the computer landscape of today would look much much different. In fact, I dare say that Apple (which runs a version of *nix under the hood) would NOT have a viable platfrom from which to launch iEverything.

What does this have to do with Social Media (SM)?

The nature of SM is open, exactly like Linux. A liberal landscape of idea-exchanges and thought-proliferation. Kids who are growing up today are being raised in this open environment where ideas are exchanged and NOT horded. In 20 years, the hesitation we sometimes feel when putting our best out there and for free, will not be felt by the kids of today. The world at large is already there, its just that some of us need to catch up. Besides, ideas can’t be patented and most original ones are not all that original anyways, so loosen up.

Lesson: Dont make it perfect. Dont put your trademark on it if it means delay, because delay will turn into never. Just put it out there. If someone wants to know who you are they will find you. If someone likes what you’re putting out there, they will hire you.

Top Reason No 3: Social Media is not just connections, its also trust.

In 1775, the British army, without much resistance, conquered towns west of Boston. Its commonly taught in American classrooms that those towns west of Boston were decidedly pro-British. As you will see, this is a fallacy. Meanwhile to the north.

Paul Revere took a north route out of Boston to warn people about the impending invasion. As we all know, his message was heard, people prepared the resistance and prevailed against the invaders from the Empire. Too bad no one warned people to the west about the invasion. Or did they?

A man named William Dawes was tasked with exactly the same mission as Paul Revere, but he must have fallen asleep in a tavern along the way, right? Wrong.

Mr. Dewes had traversed the (approximately) same number of miles, met with same number of people and communicated the message to the townsmen west of Boston. The difference was, Paul Revere was a trusted, connected man with deep ties in communities which he visited on his harbinger errand; while Dawes was a virtual stranger, untrusted party, fragmented from the communities which he visited; not one of us, in a manner of speaking.

Towns west of Boston were not pro-British as it turns out, they just got the wrong messenger to deliver the right message, so the message wasn’t heard.

Lesson: Your thousands of Twitter followers are nice, but do they trust you? Are you one of them? Who are you in this Social Media gambit? Paul Rever or William Dawes?

Hope you’ve enjoyed this post. Leave a comment so I know you were here and please share this post with your friends and family.

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