Social Web Success – A Jack Hammer And Chainsaw Approach

Imagine for a minute that you’re a brain surgeon. A very sophisticated one. You show up in a operation theater one day to perform a delicate brain surgery. And the tools you’re carrying with you are a jackhammer and a chainsaw.

Doesn’t sound right, does it? In fact, it sounds downright absurd – and weird.

That’s exactly my point.

Many a times, we are guilty of using a jackhammer and chainsaw approach in our social media interactions.

Almost every other day, I keep harping on the trust factor in social media. Social web is meaningful only when coupled with real connections, authentic interactions and genuine empathy.

In our quest of trying to reach personal milestones, we saw through the trunk of trust that keeps connections together. We put earplugs in our ears and drill around with personal agenda – and propagandas.

Reminds me what Ralph Waldo Emerson said,

What you do speaks so loud that I cannot hear what you say.

Success in the four dimensions of social media (connections, branding, marketing and community) is, like brain surgery, a delicate affair.

We must show up with the right set of tools – and go about with surgical precision. And if something isn’t broken, don’t fix it.

Here’s what this would pragmatically translate to in the real world of social media:

  1. Use the right platforms, channels and messages for the right job.
  2. Follow the Golden Rule. Treat others as you would like them to treat you. Your connections are more than just numbers.
  3. It isn’t about you. It’s about your connections first – and foremost.
  4. Law of the Farm rules. There’s no getting past it.
  5. Every surgery is different. Knowledge is one thing, and absolutely necessary. But you will also need to make impromptu corrections based on your experience and insights.
  6. Crab mentality doesn’t work. You need to work with your extended team who supports every successful outcome.

What tools and approaches do you use in your social web? What are some of the other pragmatic insights that flood your minds?

I’d sure love to hear.

(Image Credits : dogwatcher and

2 Responses to Social Web Success – A Jack Hammer And Chainsaw Approach
  1. Christy Smith
    August 1, 2010 | 2:46 pm

    You hit this one right on the head Kapil! A proper networking and content distribution strategy is just as important as setting up the tools and making sure you understand their basic functionality. You can teach someone how to set-up Twitter, Facebook, etc., but teaching the finesse of distributing content (and what that content should be) is a much more delicate process. As long as people make it all about them, they aren’t going to get anywhere, and those are the ones that fuss about social media being a waste of time.

    • Kapil Apshankar
      August 2, 2010 | 1:24 pm

      Absolutely, Christy!

      Social media works – only if we take the time to make it work – and apply the Law of the Farm – consistently – day in and day out.

      Glad to see you here – and hope you come back often!