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We are a nation of brands, the brands we support, the brands we deride, the brand we present, and somewhere along the way social tools have become our platform. We have fan pages, massive twitter followings, social media campaigns, the list goes on and on and on till the message is diluted and “social” is all awash. There is no one listening, no communication, the conversation ceases to exist leaving in it’s stead a faucet spewing messages to an overly saturated people. The reality is there is nothing social about it because “Social Media” is not about you, your brand, your identity, or bottom line.

Check out the definition of social http://www.merriam-webster.com/netdict/social You’ll find that it is not a one way source of communication. Social is the conversation and to have a conversation you have to listen, once you’ve done that you can respond. When I log onto Facebook, I’m not looking for a brand, I’m looking to connect. I’m not sure who coined the phrase “Social Media” or who told corporations that tweeting was a good idea. I believe we are missing the point when we use these tools as a method of exposure rather than drawing closer as a community.

Community, brings to mind commune, take it further communicate. So we’re a bunch of digital hippies farming relationships with people we may never see. There is a certain power in this, “power in numbers” we can benefit people’s lives in a positive way. Someone is down on their luck, a community comes together to pick them up. A person has a question and someone has the answer. Community is about relationships. relationships are fostered on trust. Trust is gained through conversation, learning about one another. You can’t learn about someone else till you ask questions, and when you ask LISTEN.

So social is not about YOU. Social is about an equal voice, an equal chance, to learn grow and benefit. Social is not saying “you just don’t get it” but teaching and being taught. Social is an evolving mindset of community and as a community we band together so no one has to fall apart.

What is social to you?