It's Not What You Cover, But Uncover That Makes An Impact - Pt 2

Facebook's Paul Adams said, "It's problematic that many businesses focus on existing and emerging technology, and not on social behavior. Thinking about platform integration first, like Twitter or Facebook, or technologies first, like what could be enabled by 'mobile location' or 'real-time updates,' is the wrong place to start. By focusing on human behavior, not only are you much more likely to create something that people value and use, but you're more likely to protect yourself from sudden changes in technology."

So to uncover real star power, and to demonstrate why it matters, will require involving people in the process of discovery daily, with all its newness and excitement.

And this doesn't happen by being average, through automation, or by simply meeting the expectations of having a page, making a post, or launching an app.

To be the guide, you (we) must help others make the daily moments not only comprehensible but also enlightening to the point of downright surprise.

The spark has always been, and continues to be, that connection that revolves around knowledge and experiences, which is so closely tied to identity.

Paul Adams continued, "Reputation, or the broader concept of 'Identity,' is the cornerstone for all other interactions. People need to know who they are interacting with in order to act appropriately, and they constantly scan for cues. As with influence, this is really complex."

IDENTITY is revealed through PERSONALITY.

Personality is the unique, authentic, soul that people can get passionate about.

Mark Ramsey wrote a great blog a few years back about radio station talent that I will use now in a new context, but with the same impact.

When you never put in the personality, when you lack a voice that connects others to your purpose and each other, when there is no feeling or any sense that I'ts not just "always on," but "live" or, for that matter even "living,"...is that really "social?"

Personality determines whether or not someone will follow your tweets or read your posts or socialize with you. Just as in real life, personality matters.

A great example is the Chicago Tribune who have two Twitter accounts.

One account, @chicagotribune, simply tweets the headlines with links back to the story on their website. It has just under 48,000 followers.

The second account @ColonelTribune is described as a "man about town in Chicago." He's also a more gentlemanly version of @ChicagoTribune. It features more interaction and more personality around the stories and topical moments from the Colonel's unique point of view. It has almost 830,000 followers.

So, in an evolving world, the new focus is not mind share, but share of daily life, and moments.

Do what you know.

Radio has been experts at producing and developing personality since the beginning of mass-distributed content. Go back to the basics of talent coaching, programming mechanics and content ideas that have made a connection in your town with people daily, and apply it to social networking.

When you stop thinking about it as marketing, media or technology, and focus on the programming aspect of these channels, you will discover that you may already have the skills to really impact this space.

Lead with a focus on the behavior and interaction of connecting with one to touch many ... and you won't just cover it, but will have the opportunity to uncover remarkable moments that people love being part of.