Why Social Media is the World’s Biggest Coffee Shop
It was several years ago when Dana first explained the perfect metaphor to describe the human dynamics of social media. And it still holds true.
Jaw-dropping brilliant simplicity was on full display that day in our living room. When she said it the first time, I knew this was THE definitive answer to what many business leaders feel about the often-prickly subject of social media, how they experience Ambiguity, Frustration, and Uneasiness. And how to balance the human need for both privacy and connection without getting feeling A.F.U.?
“Say that again …. And tell it to me slowly”.
As Dana outlined, “Social media – regardless of platform – is like the world’s biggest coffee shop. Ideally, it’s where you gather with close friends, colleagues, and new acquaintances to share stories, exchange ideas, and hopefully make each other feel better for the experience. You never see loud outbursts or hostile confrontations happen mid-day at the corner coffee shop. Never does the local realtor burst in and loudly announce their latest listings and do nothing but self-promote. If you were in a physical coffee shop, you wouldn’t see someone bitching loudly about government decisions or divulging sensitive, personal details of their divorce or painful childhood traumas. Why do so people think it’s OK to behave that way on social media?”
Dana’s metaphor that social media is “The World’s Biggest Coffee Shop” works perfectly for every online situation. It’s a vivid reminder of the need for proper context with respect to time and place.
You have never witnessed a barroom brawl at a coffee shop. Fisticuffs and mayhem may be part of the fun at the late-night country bar, but it’s not something you see at Starbucks. Angry, heated exchanges on social media feeds are examples of losing focus on the context of time and place. The social media coffee shop is open 365/24/7 and complete strangers form opinions about your reputation, the organization you represent, and how you show up in the world.
Grab a mug, join our table in Chicago and enjoy an expanded conversation about Why Social Media Is The World’s Biggest Coffee Shop on Leaders & Legends
“It takes 20 years to build a reputation. Five minutes to ruin it. If you think about that, you’ll do things differently.”
WARREN BUFFETT
p.s…. The conversation with my friend David Rubenstein took place just prior to the pandemic so it’s fascinating to look back and see how this “coffee shop” metaphor is still relevant.
Here is a Top Ten List of practical and tactical guidelines for you to become comfortable and make valuable connections in a digital Coffee Shop of your own creation.
10. As a business leader, you need to recognize what many on Madison Avenue and old-school marketers still don't: Social media is the most effective way to build a brand reputation in the 21st century. It's the only way to connect with scaled, cost-effective relevance in a way that inspires genuine word-of-mouth buzz that allows your message to reach far more people than you can afford.
9. As a business leader, you get to decide who is allowed inside your Coffee Shop. You are the host or hostess at this party.
8. Social marketing eliminates the middlemen. It provides direct access to your customers and an opportunity to listen and hear what they say.
7. Before unleashing steady self-promotion for your products and services, think about who you could endorse and encourage in such a way that makes someone else the star. As the legendary Dale Carnegie once said, "The rare individual who unselfishly tries to serve others has an enormous advantage."
6. Anyone can complain about the state of the swamp. Rare is the leader who will step up and recognize the opportunity and obligation they have to pour clean water into the pool. Few do it better than folks like Warren Barry from Regina, SK, and Dave Carroll from Halifax, NS, who consistently post creative, uplifting, and interesting content that brightens the feed.
5. Social media is a marathon, not a sprint. You win drip by drip, drop by drop, with kindness and generosity. It's about showing up consistently as a giver, not a taker. As a contributor, not a complainer.
4. No magic wands or quick hacks will produce sustainable, long-term results. The surest route to social media success will follow the lonely, uncrowded roads marked "Patience" and "Commitment".
3. Don't post anything you wouldn't want millions of people to see while driving by a huge billboard with your face plastered all over it. Sadly, Dana and I have watched from the sidelines as good people unknowingly sabotage their careers, companies, and public reputations.
2. Conversations are happening whether you are on social media or not. Being invisible, ignorance, denial, and complaining are not viable business strategies. However, if you consistently pour clean water into the public pool, you increase the odds that you and your brand are part of the right type of conversation.
1. Social media is a choice. One you can make for the betterment of how we use these incredibly powerful tools and how we treat our fellow digital citizens.
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BIG LITTLE LEGENDS : The Forbes Interview
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