Inhabiting a Social Media Territory

Having a primary channel on the social Web where you focus your existence is often referred to as a social media hub.  The idea of a hub is one that anyone can quickly grasp.  It is valid from the standpoint of building an effective strategy, yet it is lacking when it comes to the human qualities of your social media networking and marketing. 

To me hub feels a little too mechanical.   It sounds like it belongs more in the Internet marketing space than within the social media arena.  I am going to suggest you consider a different framework that will help you personalize your social media work by invoking more of the one thing that makes it really come alive – YOU! 

I am calling this framework your social media territory.

Your Territory

Animals in the wild are probably what what come to mind when you think of being territorial.  Human beings probably view them as aggressively defending a piece of real estate.  This is what it appears to us as outsiders looking in.  In reality, it is natural and instinctive behavior.  Every being has their role in the ecosystem.

For human beings, our territory is our home.  It's where we live.  For social human beings, our territory is a place that is equally comfortable.  It's that place where we are energized.  On the social networks, this place is one that is most humanizing for us, and in that respect, it's the one where we are most likely to realize, and even monetize our efforts.

Where is Your Territory?

If you haven't yet claimed your territory, now is an excellent time.  The social networks are all shifting and changing.  They are telling us a lot about who they plan to be when they grow up.  As a result, we are better able to choose what is right for us and our small businesses.

There are three considerations for choosing a social media territory that will help you to most effectively maximize your results, whether you are here for business or personal reasons.  However, given that this blog focuses on business results for entrepreneurs and small businesses, I'll assume that is your primary objective.

Does it Feel Right?

If the place where you do your work feels right, then you will be more likely to do your best work there.  Your personality will dictate whether Flickr, LinkedIn, Facebook, or Twitter are right for you.  Nobody can tell you which is the right one.  Only you can know that by getting quiet, soaking it all in, and being honest with yourself. 

If you can say yes to this question, you have found the territory that humanizes you.

Does it Fit Your Objectives?

Human beings are built for achievement, for attaining meaningful results.  While a specific territory may make your feel good as a human being, that feeling is not sustainable unless you can achieve the results that mean something to you and your business.

If you can say yes to this question, you have found the territory that energizes you.

Does it Give Back?

The social media networks are not just about giving, but giving back.  In other words, this is a circular system.  You help communities do more of what they want to do, and they in turn support you and your business endeavors.  In other words, a community will often demand a lot of you, but in return will reward you for that effort in kind. 

If you can say yes to this question, you have found the territory that will monetize your efforts.

Territory Helps You Focus on What Matters Most

We measure a great many things to gauge our social media effectiveness, yet I don't see many attempts at measuring those personal and human qualities that make this whole thing work for all of us.  What I am suggesting is that is doesn't matter how good your metrics are if you are measuring the wrong stuff!

Did you have any doubts that the much ballyhooed Quit Facebook Day was going to be a total bust?  Human beings are social creatures and it doesn't get much more social than Facebook.  Despite its shortcomings, Facebook has stimulated, refreshed, and repaired many friendships. That makes it the right territory for a lot of people.

Your social media territory doesn't have to fit any type of configuration.  But it has to be right for you.  You have to feel that it needs you.  Isn't that what keeps friends together – they need each other. Your territory is your friend.  It should feel like a companion that you can trust – one where you can be your authentic self.

Why This Makes Sense

If social media was a financial system, it would make sense to focus on the numerical metrics that are so prevalent.  But it isn't, and it doesn't.

Social media is human-centric.  It's about people.  That is why it makes more sense to focus on human qualities like feelings and energy.

And that is why a social media territory is something to consider for enhancing your productivity and effectiveness.

Your territory is where your live.

Find the right one to inhabit!

Photo Credit: Douglas Brown

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