Replies to This Discussion

Permalink Reply by Jeff Thompson on February 13, 2011 at 8:32pm

Annabel,

 

So much to reflect on.  First a bit of humbling humor- I guess I am not a standard person as my following on Twitter is slightly lower than the amounts you list for a 'standard person' (jeez- am I sub-standard??? You can check btw- @mediatorjeff)

 

As I reflect on Paul Revere back then and how it would play out today, while simultaneously thinking of recent events like what has gone on in Egypt, I think can't help but think his influence would be maximized by something like twitter.  It was his connections with others that would be multiplied by thousands by a single tweet- and transcend communities based on profession and geographic locations.  As I think more about it, he didn't lead the revolution but rather he ensured the revolution happened (at least had a substantial contribution to the success of the first battle for the colonists).  

Now taking a deep breath, how do I connect it to our work?  Well, for starters, it is embracing 'weak' connections to have the message of our services shared and spread.  In terms of specifically mediation, trying to get these 'weak' ties to spread the word (think accountants, real estate agents, even marriage counselors, etc.) is how it can tip.  Sure, one needs to know how to package it and get them to do that is a whole other story and post though :) 

Permalink Reply by Susan on February 14, 2011 at 3:54pm

Very well-articulated comment. Social networking is such an important aspect of communication and marketing these days. What I wonder, is how the balance tips between connecting being so much easier because of social networking on the one hand, and it being harder to get your message heard when there are so many messages being broadcast on the other hand. Is the message of mediation just one more idea clamoring for attention in the social marketplace of ideas?

My organization, Resolution Systems Institute, uses blogs, LinkedIn, Facebook, etc. (we are not tweeting yet!) We are competing in the marketplace of ideas and more specifically within the marketplace of ideas about ADR. Does that make it easier or harder to connect about court ADR?

Permalink Reply by Jason Dykstra on February 15, 2011 at 8:15pm

Annabel, thanks for posting about this.  Gladwell has actually received a lot of flack for his New York Times article from a lot of social media gurus.  The sole reason he received this flack was because of what you had said, "he wrote that social media connections are built around “weak ties” and are unlikely to lead to “real” change." I must say that I can't agree with Gladwell on this one.  

I, like Jeff, am on twitter as well (@jasondyk) and I also don't have the numbers you mention :) however, I have made many connections online.  Some of them have been weak ties, but there have been many that I have developed a deeper relationship with, and would now consider friends.  There have also been examples of some amazing real change.  For example, Scott Stratten (he wrote a book called UnMarketing which we should read in this club:) raised 12,000 for a charity  within 6 hours just from tweeting.  That to me is real change.  

Mediators have grown their practices by word of mouth.  Social media is word of mouth, it just has the opportunity to spread faster.  I am just beginning my practice and am only advertising by being on social media, and while I haven't seen many rewards yet from this approach, I know I am on the tipping point with it.  I know, because of the questions that I am starting to get, the connections that I am making, and the following that I am building.  

Permalink Reply by Colm Brannigan on February 15, 2011 at 8:50pm

Good points Jason, especially that all we are really doing in social marketing is speeding up "word of mouth" with technology.

 

But the fact remains that we seem to be well into the social marketing "world" without any meaningful impact on the way the mediators do business.  The only people who are doing well (i.e. making money) out of social marketing are the myriad of "experts"' in the topic,and I doubt most of them are actually competent to market anything!  

 

Ironically, we have far more "contacts" yet spend far less time talking with people in person! Mediation is essentially a "people" business and I am not sure it lends itself to any other type of marketing?

This is especially so since marketing whether social or otherwise, is generally looked on as a chore by most mediators who just want to mediate.  It is a business where we have no real way of knowing how our colleagues are doing business wise.  We don't even have a good idea of fee ranges. Nor are most mediators anxious to disclose where they are at. I have considered forming a study group on marketing for mediators in the Toronto area and may try to set it up in the Fall.

 

To completely contradict myself, of course I use LinkedIn and Twitter, but find the best bang for the buck from a marketing perspective is my more or less monthly e-newsletter.  Now to me that's not really anything other than switching technology from one form of delivery (mail) to another (e-mail) which fits your point above, but I don't really see it social marketing?

 

LinkedIn has also provided me with some referrals although that only happened after my number of connections became significant. Is it worth the time, I think so, although I am not yet sure about Twitter which seem to be more or less playing at marketing? 

Jason Dykstra said:

Annabel, thanks for posting about this.  Gladwell has actually received a lot of flack for his New York Times article from a lot of social media gurus.  The sole reason he received this flack was because of what you had said, "he wrote that social media connections are built around “weak ties” and are unlikely to lead to “real” change." I must say that I can't agree with Gladwell on this one.  

I, like Jeff, am on twitter as well (@jasondyk) and I also don't have the numbers you mention :) however, I have made many connections online.  Some of them have been weak ties, but there have been many that I have developed a deeper relationship with, and would now consider friends.  There have also been examples of some amazing real change.  For example, Scott Stratten (he wrote a book called UnMarketing which we should read in this club:) raised 12,000 for a charity  within 6 hours just from tweeting.  That to me is real change.  

Mediators have grown their practices by word of mouth.  Social media is word of mouth, it just has the opportunity to spread faster.  I am just beginning my practice and am only advertising by being on social media, and while I haven't seen many rewards yet from this approach, I know I am on the tipping point with it.  I know, because of the questions that I am starting to get, the connections that I am making, and the following that I am building.  

Permalink Reply by Tamera Drozd on February 18, 2011 at 9:38pm

I enjoyed your post and it gave me pause to think beyond that which occurred to me as I was reading the book thus far.

I think one only has to look to the recent events in Egypt to begin to fully realize the impact of social networking (i.e., Facebook) in effecting the tipping point. Given how Facebook played a part in spreading the word about the planned demonstrations, perhaps one could say Facebook was the Paul Revere of the Egyptian revolution?