Sharing a conversation with someone has never been more challenged or critiqued than it is today. As a result of social networking sites and digital media sprouting up faster than we can understand the influence and impact they have, it is worth taking a moment to discuss online conversations as a whole. The below exchange is paraphrased from a recent Chicago Net Tuesday meeting I attended.
PERSON ONE: I'm wondering what social media tool is best for my agency to invest in.
PERSON TWO: People talk across various channels; you can't just select one.
PERSON THREE: You can also aggregate.
PERSON ONE: No, I'm looking for one single social media tool.
ME: Nobody uses one single tool. Think about it this way.
Most people have a set of work clothes, a set of casual wear, and a set of clothes to hang around in. Nobody has only one set of clothes.
PERSON ONE: But there are some people who are so poor they can only afford one set of clothes.
At that point, the conversation moved on, but it provided a very useful insight into social media. It is easy to focus solely on one social media tool, thinking that it's the be-all and end-all of driving conversations. We all do it - we get enamored of our favorite sites and think that only one tool is the simplest, yet easiest way to build word of mouth.
It can be, but what is easily forgotten is that social media is only as good as its conversations. Social media tools are just that - tools that can reach specific audiences. The art in driving recommendations is being able to use social networks and other social media tools to creatively engage and drive conversation. They become the platform behind the discussion rather than the discussion itself.
Exploring this topic forces us to consider a few other important questions. 
If we're using social media, are we listening? Before we can talk, we have to listen and hear what's going on. Knowing who our audience is helps us select our tool, and allows us to better target the conversations that can drive business.
Are we telling a really good story? People don't relate to pre-written ad copy; they relate to stories, to direct experiences, to other human beings. Nobody speaks in approved language - social media allows us to take the temperature of our audience and adapt to their tone.
Are we providing something of value? Maybe it's referral to other resources, or maybe it's just helping clarify a problem, but social media is not simply a passive medium. It means that there' s a sense of reciprocity of relationships.
Social media tools are a relatively low-cost way of driving conversations, but it's not about finding the magic channel. It's about using a variety of channels to reach the widest audience, and putting your best, authentic self forward.
Or to extend the metaphor I shared at my recent Chicago Net Tuesday meeting, it's not about how deep your closet is - it's about how well you can accessorize.
