I’m sitting in Latta Park in Charlotte’s Dilworth neighborhood. Kids are splashing in the fountain. Stroller moms are huddled around the swings. It’s all very social media.
Huh?
The playground is a perfect metaphor for social media. You’ve got groups/communities (Here, “mommy bloggers” are just “mommies”), sharing (orange slices instead of links), peer influence (monkey see, monkey do), and a complex system of social interactions, etiquette and roles. Here are a few lessons I’m watching on the playground in front of me:
Share.
Sharing your orange slices is an act of inclusion. It broadens your circle of friends, breaks the ice, and expands participation in whatever the game of the moment is. Similarly, the more you share online, the more participants you have in your game (Brand Awareness Tag, anyone?) and the more memorable the experience will be.
Don’t Be a Pusher.
See that cluster of moms by the teeter-totter? Tempted to interrupt them to hawk your wares? Don’t. They’ll shoo you away like a pesky housefly. Try it more than once and they’ll file a complaint or go to a different park. Using social media to wedge your way uninvited into a social circle is just as tactless — and just as ineffective.
Take Turns.
He who hogs the balls will see his playmates drift away one by one. In social media, learn to shut up. Let someone else speak up. Encourage them. Pass the ball, so to speak.
Talk to the Shy Kid.
My dad was always good at making sure the shy kid in the crowd had fun, too. While conversations about your brand between the noisiest kids (er…bloggers) are important, don’t forget to engage the quiet but loyal customer.
Don’t Be a Bully. Nobody likes bullies.
Pick Up Your Trash.
Don’t leave the Web a littered playground. If you used the trial-and-error approach to social media, you probably have blogs, Twitter accounts, Flickr accounts and other remnants strewn across the Web. Respect the community: clean up your mess before you leave.
Take a Time-Out.
When kids squabble or get nasty, a few minutes on the park bench will cool their jets. Do the same with your online conversations. Engaging is important, but when temperatures rise, sometimes it’s best to let the coals smolder out.
Get Your Hands Dirty.
I’m 30 years old and I love the playground. While other parents chit-chat at the fringes, I’m the one feigning resistance as a horde of kids pulls me into a fountain, or rolling down a hill, or buried in leaves. Kids love when you play at their level. Your customers do, too. Don’t preach from the sidelines — kick off your shoes and play!