The Social Setting
March 18, 2014
Between these headlines was one of more significance: Facebook announced that it would be paying $19 billion to purchase WhatsApp. Which means social media is here to stay. And everybody, including big time basketball coaches, needs to deal with it in better ways than merely blasting it and/or barring it.
What it means for an organization like mine is that everything we do needs to be considered in all the usual goals, objectives and strategies progressions, and that at least one progression must have social media as an outcome and almost all progressions must have social media as a tactic.
Just over a decade ago we realized that almost every task we have has an information technology component. We discovered we needed our IT staff in the room when new projects or protocols were being considered, when new policies were being developed, and when all sorts of problems were being addressed. Fail to involve IT personnel soon enough or at all, we learned, and failure of the enterprise was assured.
We are at the same point today with social media. If we neglect the social media component – fail to consider how to use it to the advantage of the project or fail to consider how adverse social media could doom the project – we operate with at least one hand tied behind our back.
Just as the IT staff have needed to be consulted, and listened to, in order for the enterprise to reach its potential, so must our social media staff have a seat at the table and a voice in the discussion of anything of consequence we might think we should do.
This is as true for nonprofit organizations as it is for profit, for small organizations and large, both private and public.
Persuasion
April 13, 2012
“People are persuaded by relationships more than reasons.”
That’s the one statement I remember from a radio interview I was inattentively listening to during a recent long drive. I don’t remember the topic, the speaker, the interviewer or the radio station; but that single statement soaked further into my soul as the miles passed by.
I began to think of many instances when I gave the benefit of the doubt to a person I knew well. And the times when both sides of a debate had merit but I decided in favor of the source I knew better and trusted more. Relationships.
I thought of my own failures to direct a change or defend the status quo because I depended solely on solid rationale and disregarded the biases and baggage of those I needed to influence. When I didn’t take time to cultivate allies because I was so certain that the idea itself was powerful enough to carry the day. When my confidence that “what was right” would ultimately prevail, but it did not. Relationships.
Twice during the past four months we have seen a preview of how, more frequently in the future, people will attempt to influence decision making in school sports without building genuine relationships. Once as a first strategy, and once as a last resort, a constituent of our state utilized the World Wide Web to generate support for a policy change.
In each case an online petition was initiated that generated, from across the nation and around the world, a large number of emails, many of which were vulgar, profane or ridiculous, triggering all email to the MHSAA through that website to be filtered as spam, never to be seen by the decision-makers. This approach is the antithesis of effective persuasion.
No organization of substance should be swayed by bored souls surfing the web who, by mere chance, stumble across an issue and then ring in, without real knowledge of that issue, and no real stake in its outcome.