Social Media - Using the Tools to Grow the Community

If you're a social media "enthusiast," (in other words, you likely don't make your living from social media), you've probably faced one of the most common questions of the curious, "Yeah, but can you make money with it?"

In a field full of pundits, how-to books, and a world of a bad economy, social media is too often presented as part of a modern gold rush - a quick and easy way to make a living - today's "get rich quick" gimmick.

Even my favorite social media book, "Crush It," by Gary Vaynerchuk, is accompanied by the unfortunate subtitle, "Why Now is the Time to Cash In on Your Passion."  In fact, I very nearly passed on the book because of the usually misleading words, Cash In.  As it turned out, one of the lessons of that particular book was that social media isn't a "thing" - it's a strategy.

You don't benefit from social media in and of itself.  You benefit from applying social media strategies to achieve your particular goals and ambitions.   If you don't know what your ambitions are, or if you don't have a clear image of who you are as an individual, it will be very difficult to find a "productive" purpose for social media.    Social media is simultaneously a tool and a means of self expression.  I think that's an exciting convergence; it also presents an entirely new challenge that changes and evolves from person to person and cause to cause.

The legions of the curious, though, still far outnumber active users.  YouTube viewers far outnumber active members of the community that comments and interacts (which, in turn, is much larger than the active YouTube content creators).  Most people, I think, are dabblers in social media.

Case in Point:

Last week, there was a fundraiser for UNICEF, hosted by a couple of top British YouTubers, including Charlie McDonnell (known on YouTube as Charlieissocoollike).  The numbers that viewed the 24-hour live streaming show were underwhelming by mainstream media standards (10,000 - 20,000 at any given time) though the funds raised wasn't bad given the viewers (about 20,000 pounds - twice their stated goal).  The program was promoted by a number of noted YouTubers on their channels, each of whom contributed shot videos that played at various times throughout the show.  The show itself consisted of the two YouTubers, talking, answering questions, interviewing guests, and performing various audience challenges...etc. - you get the idea.  Even with it's modest success, it seems to me that the numbers should have been much higher, considering the aggregate subscribers of all of the YouTubers involved.

To both social media and traditional media readers, I pose a question:  Using social media tools or traditional media approaches, how would you have embarked on this sort of campaign to create a wider appeal to the YouTube community and beyond?

If you happen to see any of this show, I'd also be curious about your reaction.

Disconnect - Social Media and the Old Guard

I'm constantly fascinated with the extent to which  "traditional media" outlets are consistently misunderstanding the unique opportunities in the social media platform.

If you're reading this from my blog, you'll notice that I've added to the masthead, "Thoughts and Impressions Exploring the Third Platform."  As I've expressed here previously, I consider social media creation - in particular the most creative YouTube programming - to represent a developing third entertainment platform beyond Motion Pictures and Television.   My new subtitle is just the first part of my developing effort to express this particular concept.

Traditional Media sometimes seems limited in its perception of YouTube as a commercial resource.  In addition to a video sharing site, and a means to promote traditional media content, it might also be seen as a talent pool as well - there have already been a number of musical, special effects and other artists that have been "discovered" on YouTube (i.e. Justin Bieber).   Popular vlogger Hank Green reported on his Vidcon Blog titled "Crossing Over," that YouTube star Michael Buckley was contracted by Fox to host the online red carpet coverage of the Teen Choice Awards, where several YouTube stars were represented  (Shane Dawson, a top YouTuber, took home an award for his work).  

What seems very clear, however, is that, for the most part, traditional media doesn't yet recognize that many YouTubers are in fact successful (by any measurement you choose) not simply because of their onscreen persona, but because of their abilities as writers, producers, directors, camera people, editors and marketers.  Regardless of their objectives in creating on YouTube, they are an extraordinarily talented bunch - and they're uniquely connected to their audience.

When television began, it's worth remembering that the motion picture industry first ignored that platform out of arrogance, then fear of the new "threat"  - acceptance and involvement by the studios in creating television content didn't come until later.    It may be some time until traditional media truly understands and embraces the "third platform" - if they ever truly can.  They may continue to exploit social media - but I believe opportunities will continue to evolve for the individual as well.  After all, can mainstream media ever "create" a YouTube star?  

I recall Charlie McDonnell (Charlieissocoollike), speaking at the Vidcon YouTube conference, expressing his developing experience with traditional media and offline events (hosting live events, etc) - and his emerging recognition that only on YouTube can he truly create freely.   He wasn't giving up on a "mainstream" opportunities by any means, but social media was his home.