Sitting in the subway at 12:00am, reading the chapter titled “The Cost of Social Norms” in Predictably Irrational by Dan Ariely, I realized what it is that bothers me so much about businesses in social media.
Businesses cannot honestly exist in the “social” realm.
I’ve touched on issues I’ve had with the “I’m here to be your friend” mentality that professionals and businesses take in social media communities. I just can’t agree with the idea that everyone is really that close with each other, and that everyone gets along so well based on sincere feelings… not when there’s money involved.
While Dan wasn’t discussing the issues I bring up here, the concepts that he studied and shared in his book are highly relevant. The subtitle of the chapter that I read was “Why we are happy to do things, but not when we are paid to do them“.
Ariely goes on to explain that people simultaneously live in two worlds:
The Social World
The interactions we have in the social world are founded in emotions and relationships. It’s why we’ll cook a full feast for our family on Thanksgiving without expecting anything in return. It’s why we hold the door open for others. We do these things because it makes us feel good and there is no immediate reciprocation required.
The Market World
The interactions we have the market world are different. In the market world, we do things based on the financial returns that we get. The exchanges we make in the market world are based on a cost-benefit analysis.
So what does this have to do with social media?
Well as Ariely explains, “When social and market norms collide, trouble sets in.”
Many interactions that are considered “best practices” for businesses using social media, are made to look like “social” interactions, but they’re really not.
Look at the common advice you hear about joining the conversation, building trust, engaging in communities… it all sounds like it’s in the “social world” when in reality they are in the “market world”.
The very fact that businesses are concerned with the returns that they get from their time spent on social media, makes it a purely market based interaction.
Ariely uses the example of a guy who takes a girl out on several dates and pays for dinner each time. He grows impatient because he’s spent a lot of money and hasn’t gotten laid. A situation that seemed to be purely social, was really founded in market values, and all came crashing down then the true motivations came to light.
Making exchanges in the “market world” isn’t a bad thing. Making them out to be purely “social” interactions? That’s wrong and can cause trouble.
And so I ask…Is social media for fakers?
Is it for those who can pretend to be your friend? Is it for those who can paint the image that they care when really their actions are motivated by market forces?
The very nature of business makes it impossible to have truly sincere social interactions…maybe we should start treating it that way.