The social web is an amazing albeit tough place. Just looking at the blogosphere alone, the new and profound shift in conscious communications brings with it a rash of harsh criticism, personal attacks and digressions that often seek to well up emotional sores as opposed to cultural mores that can be collectively challenged in more positive ways.
At Heardable, when we think of earning media – what the social web mandates in our interpersonal exchanges – we must also consider that respect is a core value that has somehow gotten lost in the frenetic race to stay ‘ahead of the social curve’ (if that’s even possible). Brands must understand and embrace this notion if they want to stay relevant.
So perhaps we need to understand, or reacquaint ourselves with, what respect really is.
So what is ‘respect’?
According to Wikipedia, it is esteem for, or a sense of the worth or excellence of, a person, a personal quality, ability, or a manifestation of a personal quality or ability. In certain ways, respect manifests itself as a kind of ethic, or principle, such as in the commonly taught concept of "[having] respect for others" or the ethic of reciprocity.
Esteem for, or a sense of the worth, or excellence, of a person, a personal quality or ability, or something considered as a manifestation of a personal quality or ability, for example, "I have great respect for her judgment."
Deference to a right, privilege, privileged position, or someone or something considered to have certain rights or privileges; proper acceptance or courtesy; acknowledgment: respect for a suspect's right to counsel; to show respect for the flag; respect for the elderly.
Three things immediately jump out: esteem for others, what ultimately amounts to self-worth, and more specific to brands, the ethic of reciprocity.
It’s funny because in the social media world, we talk about things like reciprocity in terms of transparency and authenticity, but rarely, if at all, do we discuss self-worth and esteem for others. Sure, we express mutual admiration, but we’ll go out on a limb and say that this is an attribute that primarily exists out of self-interest. For example, and at the risk of being cynical, if we commend you on something over, say Twitter, we're really soliciting you to commend us on that acknowledgment.
There’s nothing wrong with mutual admiration, by the way, but we're trying to make a larger point which is that we often lose sight of the substance and inherent value behind our communication streams by virtue of how we actually engage in these communication streams.
As for esteem and self-worth, well, those are things we need to work on within ourselves so that we can evolve along with everyone else. There is a certain amount of heavy lifting we need to do in the way of self-introspection so that we can present ourselves to each other on the social web in a way that is emotionally resonant and contextually relevant. Perhaps technology has enabled us to cut some corners here.
So back to respect.
For purposes that hopefully extend this position beyond semantics, let’s reframe what respect can mean, or better yet, be, to us within a social context. Let’s make it all about reciprocity, about sharing something of value pretty much every time we come to the table with a desire, a need or an inquiry, so that when we share media – and all that it represents to us – we not only understand its value, but we then know that its discourse does not lose sight of its purpose... Which is to build trust, a primary tenet... Among many other things.
If we can accept that people are media, then respect is the foundation of successful relationships not only with brands, but the things that brands represent in the larger context of the world around us. In turn, the media that we earn then allows us to make a real difference in our lives, and, gives us real purpose behind our purchases.
So, perhaps we can reframe respect as a function of true reciprocity, and we can quantify it in these ways:
Searchable — are we making ourselves noticeable by what we’re willing to contribute to conversations?
Sociable — are we engaging with advocates and communities on a regular basis?
Shareable — are we reciprocating and promoting other people’s content other than our own?
Measurable — are we developing benchmarks based on environments and interactions more so than we are site visits?
Actionable — are we proactively taking steps to direct people to new calls-to-action or other areas of interest?
Portable — are we making our our brand content and information available in virtually all places, ways and times?