When a game changes you’ve got to adapt your strategy. If there is a new game in town you can’t play by the old set of rules and expect to win.
For decades (if not centuries) leaders, pastors, and marketers have enjoyed a safe and controlled atmosphere. At least when it comes to communication.
Whatever their message was they simply issued a decree, preached from the pulpit, or filled the airwaves with advertisements. They spoke and we, the people, listened. Our choices were limited since we couldn’t talk back.
In today’s world social media has introduced an unprecedented dynamic: a level playing field. Everyone has a voice. There will forever be a two-way street of communication.
As a social media director for a church and consultant for non-profit organizations I’ve witnessed a troublesome trend. Some preachers, leaders and even creatives exhibit a propensity to use social media as a megaphone to blast their message through.
They fail to realize that social media is a block party and they are walking around shouting in people’s ears. The content of their message might ring true, but the method of communicating it just leaves ears ringing.
I get you want to change the world. I understand you want to save souls. I understand you want to sell your art.
That’s great! Truly it is. You’ve got to care enough to share your message if you hope anyone will hear it. But if you really want people to listen you’ve got to start with relationship.
Everyone else is too busy thinking “Me, me, me!” to hear you shouting the same thing.
Focus on your audience. Demonstrate that you care about them more than your platform or product. Then ease into making a bold ask slowly.
Social media is not another pulpit to preach from or platform to proclaim on. You are in the trenches with the rest of us. The conversation goes both ways.