If you stumbled over the title of this post, maybe it’s time to jack out of the matrix, Neo.
I know that most people wouldn’t put “social media” and “offline” in the same sentence, but maybe that’s because only the best of the best social media efforts make it there.
It’s funny because you hear people all the time getting all excited because O.M.G. the web is SOCIAL now! I can talk to you, and you can talk to me, and I can write reviews that get read in Istanbul, and you can friend up the entire offensive line of (undefeated!) Penn State’s football team.
This is, undeniably, a big deal. But we need to remember that there was a place that people were being social before the internet came along.
It’s called the real world. It’s where your mother is right now, and your dog, and your girlfriend (well, maybe not your girlfriend) too.
And the best social media plans understand this. They serve as enablers, facilitators, catalysts, and precursors for real life interaction. Look at the Makers Mark Ambassadors program or the Fiskateers. How about the Manic Mommies and their Escapes, events like Blogger Social, the Plaid Tour, and the booming popularity of Tweetups.
Think about (and I know he gets talked about all the time, but it’s because he’s that good) Gary Vaynerchuck. He blows peoples minds with his energy and passion about wine on WLTV and then goes out there and connects with everyone on every social network you can think of. Then he follows up on every single email he gets. But the best part is what happens offline. That guy that gets his question answered about what wine to serve with the meal he’s going to propose to his girlfriend is going to tell his friends. Maybe online, but more likely at the office, at a party, at the wedding reception. And it’s going to go something like this.
“Oh man I was so nervous, you know me. I had no idea about the meal and then I had to figure out the wine too. There’s this guy online, Gary Vay-ner-chuck, who is, like, a total wine guru, and he answered my email about which wine to get. It was awesome. You should check out his stuff, he’s at winelibrary.tv.”
Winner.
4 Responses and Counting...
Personally, I think that connecting on-line is great but it only becomes truly effective and impacting when you turn some of those on-line connections into off-line connections. Nothing solidifies a relationship more than when you finally meet someone off-line and solidify that connection.
Thanks for the shout out! When we planned our first Manic Mommies Escape we had no idea whether anyone would come. This year we have about 40 more people registered (and given it's a cruise, it's a much bigger commitment both time and money-wise).
More than anyone, moms seem to need “permission” to take a break every once in a while. We are more than happy to help!
Thanks for the mention of the Fiskateer program. I couldn't agree more about the importance of offline in the social media world.
The Fiskateers are in the middle of five weekends of FiskaFriendzy events, where these craft ambassadors are getting together at event organized by the Lead Fiskateers in five locations across the country. I have been lucky enough to attend the Deerfield, MA and Hershey, PA events since I work with the movement through Brains on Fire. It has been so wonderful to see these women come together to meet in person and do what they love together…craft, share memories and build new ones. Many of them have “known” each other online for 2 years…seeing them meet it person brought these friendships to a whole new level.
Thanks for the comments everyone. great stuff all around.
@Erin, Carrie
No problem mentioning your stuff. It's shining examples of the possibility of “social media” programs