Growing Through Social Media

MY FRIEND JODI LAUNCHED HER NEW BUSINESS this week and used social media to get the word out (@CityMatchLdn on Twitter). It was exciting to see how quickly word spread and the support she gathered in just a few hours.It caused me to think back to a time only a few years ago when a good number of us quickly coalesced around Facebook and Twitter as our main method of interacting with one another. So much has changed, mostly us. At times communicating through such venues was a rough ride. There were the usual suspects – the haters, the trolls, the overt attention seekers, the underminers, even the political hacks – but for the rest of us there were misunderstandings to be corrected, friendships restored or strengthened, and the overriding sense that we had a community to build. Jodi learned along with the rest of us that social media would be ineffective unless it helped connect us to one another and to a larger purpose.We all came to realize that social media carried a certain burden with it. It makes sense, since CNN recently completed a series on how social media has direct implications on mental health. We can share our successes, gain affirmation, even supporters, but we can all be belittled by those who delight in the prospect of tearing down others while remaining anonymous. Those of us trying to anything productive within a community context know what this feels like.And yet we stuck with it. We grew, learned how to block or unfriend, even take social media breaks, and how to fight for more constructive communication, and how to defend those under attack from individuals and groups. Over time, I’ve noted how this group of mostly Londoners have refined their communications, used words and phrases which led to a more enlightened sense of responsibility. In other words, we’ve grown. We hung in there with each other and eventually built a better public space on social media itself. We grew through the various venues, refining it and ourselves in the process.Jodi’s announcement this week wasn’t just about something new; it was also about stickability, the willingness to tough it out and eventually glean the benefits of helping to build a community and keep it together. She used social media to do that and is now taking it to another level, launching her own startup and bringing her community along with her in the process.She has used social media effectively, learned how to be positive and express gratitude when required, and apply a firm hand when needed. But above all she build her communication with an emphasis on “social,” and not just “media.” Jodi expanded contacts and kept In touch, using social media to grow community, just as she now hopes to transform some of that community into a steady base of customers, all the while creating her own story. In other words, it’s being social that matters. Without that, all that other communications mechanisms lead to little.We’ve all had to learn that when social media was just about giving our opinions, criticizing others, or disrupting an emerging consensus, it leads us to more anger and confusion. But when used to bring together, to seek common ground, air differences respectfully, and uncover common solutions, community is bettered and we are empowered as citizens in the process.Writer Sydney Harris put it clearly: “information or opinions are just about giving out; effective communication is about getting through.” It’s a lesson we are learning, and Jodi has stuck with it long enough that she will refine her network to build a business. The time has come for all community builders and businesses with a social conscience to utilize the digital tools at our disposal to create the kind of world and prosperity we want. Jodi is a reminder of what’s possible for all of us if we build our relationships, support one another, and learn to build together. And she’s about to have her faith affirmed that these very values are the foundations of a successful business.