However, we’ve had clients say ‘I don’t care about blogs or Twitter.’ Or ‘Our customers aren’t reading blogs or on Twitter.’ And last week, it was actually ‘I don’t believe your data.’
So, take a look at what follows and think about the stage you might be in. Do you believe that the most likely demographic to be on Twitter is 45 to 54 year olds? That 19 million people visited Twitter last month? That Facebook has 200 million users? Are you ready to relinquish a little control over your communications and toss out your ideas and activities like a beach ball at a rock concert and see what gets tossed back?
It might be time to stop the denial and live a little.
THE STAGES (definitions and examples sourced from Wikipedia for science-y effect)
1) Denial:
Denial is usually only a temporary defense for the individual. This feeling is generally replaced with heightened awareness of situations and individuals that will be left behind after death.
Example - "I feel fine."; "This can't be happening, not to me."
For PR firms, marketers, journalists and those who employ them: yes, this is happening to you! Go get a Twitter account and follow @themediaisdying for the play-by-play.
For PR firms, marketers, journalists and those who employ them: yes, this is happening to you! Go get a Twitter account and follow @themediaisdying for the play-by-play.
Social media is not simply new advertising, PR and communications vehicles—it’s an entirely new methodology or approach. So you cannot keep thinking about your communications from traditional paradigms. (Wow, now I'm sounding all science-y.)
2) Anger:
Once in the second stage, the individual recognizes that denial cannot continue. Because of anger, the person is very difficult to care for due to misplaced feelings of rage and envy. Any individual that symbolizes life or energy is subject to projected resentment and jealousy.
2) Anger:
Once in the second stage, the individual recognizes that denial cannot continue. Because of anger, the person is very difficult to care for due to misplaced feelings of rage and envy. Any individual that symbolizes life or energy is subject to projected resentment and jealousy.
Example - "Why me? It's not fair!"; "How can this happen to me?"; "Who is to blame?"
Oh boy. This is the ugly part and requires tough love. It is only made worse the longer you stay in denial. Stop finger-pointing at Craigslist for killing Classified’s cash cow, or Google for aggregating news content. Quit bawling out your ad team as if it’s their fault no one reads ads anymore. Stop bitching about product placement in TV and film—you know you’d do it if you could afford it! It’s time to GET OVER IT!
3) Bargaining:
The third stage involves the hope that the individual can somehow postpone or delay death. Usually, the negotiation for an extended life is made with a higher power in exchange for a reformed lifestyle. Psychologically, the person is saying, "I understand I will die, but if I could just have more time..."
Oh boy. This is the ugly part and requires tough love. It is only made worse the longer you stay in denial. Stop finger-pointing at Craigslist for killing Classified’s cash cow, or Google for aggregating news content. Quit bawling out your ad team as if it’s their fault no one reads ads anymore. Stop bitching about product placement in TV and film—you know you’d do it if you could afford it! It’s time to GET OVER IT!
3) Bargaining:
The third stage involves the hope that the individual can somehow postpone or delay death. Usually, the negotiation for an extended life is made with a higher power in exchange for a reformed lifestyle. Psychologically, the person is saying, "I understand I will die, but if I could just have more time..."
Example - "Just let me live to see my children graduate."; "I'll do anything for a few more years."; "I will give my life savings if..."
You are more than half-way to a social media breakthrough! You’re putting on your ‘reality goggles’ and starting to see the possibilities! “Maybe if I reconnected with my old colleagues on Facebook or LinkedIn, I’d have a network that could help me in my job search, if needed?” Or, “If I could get followers on my Twitter feed reading my news content or being driven to my YouTube channel, then at least I’d have a built-in audience for my material if I had to freelance for a while.” "Maybe if I gave a recommendation to my old boss, she'd give me one too."
With the disintermediation of news and entertainment that the Internet brings, recognize that your communications skills make you a free agent! Start understanding the trade-offs and where there’s opportunity for you. Simply put, if you’ve got talent (like half of Britain, apparently) and an ounce of self-motivation, you can become the Susan Boyle of social media. (If you’ve never heard of Susan Boyle, see Stage 1 and seek professional help immediately.)
4) Depression:
During the fourth stage, the dying person begins to understand the certainty of death. Because of this, the individual may become silent, refuse visitors and spend much of the time crying and grieving. This process allows the dying person to disconnect themself from things of love and affection. It is not recommended to attempt to cheer an individual up that is in this stage. It is an important time for grieving that must be processed.
You are more than half-way to a social media breakthrough! You’re putting on your ‘reality goggles’ and starting to see the possibilities! “Maybe if I reconnected with my old colleagues on Facebook or LinkedIn, I’d have a network that could help me in my job search, if needed?” Or, “If I could get followers on my Twitter feed reading my news content or being driven to my YouTube channel, then at least I’d have a built-in audience for my material if I had to freelance for a while.” "Maybe if I gave a recommendation to my old boss, she'd give me one too."
With the disintermediation of news and entertainment that the Internet brings, recognize that your communications skills make you a free agent! Start understanding the trade-offs and where there’s opportunity for you. Simply put, if you’ve got talent (like half of Britain, apparently) and an ounce of self-motivation, you can become the Susan Boyle of social media. (If you’ve never heard of Susan Boyle, see Stage 1 and seek professional help immediately.)
4) Depression:
During the fourth stage, the dying person begins to understand the certainty of death. Because of this, the individual may become silent, refuse visitors and spend much of the time crying and grieving. This process allows the dying person to disconnect themself from things of love and affection. It is not recommended to attempt to cheer an individual up that is in this stage. It is an important time for grieving that must be processed.
Example - "I'm so sad, why bother with anything?"; "I'm going to die . . . What's the point?"; "I miss my loved one, why go on?"
Perseverance is half the battle! Do not give up. And social engagement is the whole point—don’t cut yourself off. You’ve got to invest the effort and the energy to get yourself on the social media map and engage with the people you’re seeking to build relationships with. Don’t hide behind ‘protected’ updates.
Perseverance is half the battle! Do not give up. And social engagement is the whole point—don’t cut yourself off. You’ve got to invest the effort and the energy to get yourself on the social media map and engage with the people you’re seeking to build relationships with. Don’t hide behind ‘protected’ updates.
This process will take time, but believe me, it will happen. And remember, the past is gone. Don’t cling to it. Instead, participate in the here and now of social media. And be open to new connections.
5) Acceptance:
This final stage comes with peace and understanding of the death that is approaching. Generally, the person in the fifth stage will want to be left alone. Additionally, feelings and physical pain may be non-existent. This stage has also been described as the end of the dying struggle.
5) Acceptance:
This final stage comes with peace and understanding of the death that is approaching. Generally, the person in the fifth stage will want to be left alone. Additionally, feelings and physical pain may be non-existent. This stage has also been described as the end of the dying struggle.
Example - "It's going to be okay."; "I can't fight it, I may as well prepare for it."
Yes! You made it! You’re seeing the light and you’re ready to go into it. And, best of all, you don’t need to go into it alone. Your enlightened agency is here to take you by the hand and guide you through it. We’ve gone through these very stages ourselves, and we’ve worked it out so that we can be there for you at your time of need!
BBBZZZZZTT..... Okay, sounds like our time is up. You can get up off the couch now. The next time we meet, I’d like to discuss your plan of action and how we can help you launch it, maintain it, and monitor your results.
In the meantime, let’s keep the lines of communication wide open. And if you’ve got any thoughts to share, there's a Comment space below and a link below to share them on Twitter or Facebook. Let's make this sharing a part of your therapy in between sessions.
3 comments:
Interesting Kubler Ross analogy. No question that social media is the new thin edge-of-the-wedge. It is the gateway. Traditional media forms are still relevant from a validation point-of-view but social media are the leaders or first steps in knowledge and opinion formation. Look how often respected columnist get their information from blogs and other online sources. Your knowledge and opinion leaders (KOLs) are gathering info from social media. Mainstream media is like is the Canadian Senate ... the house of sober second thought.
Moira, that's a great observation on the dynamic between social and traditional media. There's no question that traditional media is as relevant as ever -- if not more so.
Scarcity is driving up its importance and value!
You're very weird. I like that. :)
Good article too.
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