Influence in Social Media

There’s a lot of talk and speculation about the “influence” in social media.  But are people asking the right question?   It appears that many are concerned with “who is influential in social media.”  This makes the medium into a popularity contest, or a process of the best persuasion techniques, or the most interesting personality.   

Perhaps the question might be, instead, about the role of social media itself as influence.  Thinking about how the world has changed so rapidly, it’s interesting to note the lightning-fast changes that have occurred since the beginning of social media, in about 1997.   The term social media can be defined different ways, so let’s focus on the definition of “dialogs around content,” where users can speak to one another.     

Of the sites we now know and think of as “social”, the first sites were dating sites, and the first social “network” was called SixDegrees.com started in 1997.  LinkedIn started in 2003 and Facebook started in 2004 (though it wasn’t open to the public until 2006). So within the past fifteen years, or within one generation, social media has become a powerful – influential – force in society.  For example, investors acknowledge the power of social media through investments in these companies as they go public.  The media now respects social media as its own channel – as evidenced by the use of Twitter with the Summer Olympics, etc. 

What of the darker side of social media?  Are we paying enough attention to power and influence that is unchecked, or harmful?  Consider the stories of suicides caused by bullying on socialmedia.  Or comments, videos, and photographs on social media that are used to harass individuals, especiallyteenagers or young adults.  Are we confronting the influence of social media from a “community” perspective?  Are we addressing the idea of “responsibility” in using such a powerful, influential new medium?  

While many spend energy and time trying to boost their Klout scores, in an effort to exhibit more “influence” within social media, perhaps there should be more time and energy spent understanding the influence of social media itself – and how it might be harnessed positively instead of negatively.  For example, nonprofit organizations have begun to understand the power of video in fundraising –so YouTube has become a marvelous new tool for helping donors to understand nonprofit missions and to witness success stories.  

Perhaps the future of social media doesn’t depend only on those who learn how to be most influential within it.  But also on those who learn to understand its strength and power –  and who harness its influential nature best, for positive goals.