02-03-09

Just be “human” (and be nice)

Think of people you like. What characteristics to they have? I bet they are kind, considerate, funny, sharing, trustworthy, respectful, appreciative, honest, caring, genuine, warm, friendly, approachable etc. They listen to you. They speak to you when you speak to them. They respond to feedback. They don’t shout at you. They respect your time. They aren’t pushy. They arrive on time. They say nice things about you. They are honest with you. You get the idea.

Now think about the people you don’t like. What characteristics do they have. I bet they are stingy, thoughtless, boring, untrustworthy, ungrateful, dishonest, fake, cold, unapproachable etc. They don’t listen to you. They talk over you or interrupt you. They have their own agenda. They don’t always respond to you. They shout at you. They ram things down your throat. They are late for stuff. They say nasty things about you behind your back. They don’t always tell you the truth. Again you get the idea.

So, what I’m trying to say is that this whole social media thing is simple. Just be human. Brands need to behave exactly the same way as real human beings. In fact, what are brands anyway? They are things created by human beings. Companies are collections of human beings. The walls of companies are being pulled down by social media. Quite literally, people are emerging from the shadows of companies and creating our perception of companies and brands, rather than their marketing.

To me, Rax is Splendid. James is Spinvox. JP is O2. Mike is Techcrunch. Will is NixonMcinnes. Wadds is Rainier. Steve is 3W. Iain is Poke. Again, you get the idea.

So, be a decent human being. Be all the things that people like about the people they like. And if you look deep into yourself (as a brand, a company or as a person) and don’t like what you see, then change it. Social media is an amplifier. All the bad stuff gets worse. All the good stuff gets better.

James is onto this. As are other people. It’s not something new. It’s not something that clever, or complicated. The hard part is when you do look inwards and find some of those nasty characteristics are a lot closer to home than they should be.

And that’s it – my thought for today. Just be human. And if you can’t be a decent one, you need to change – as in a world where technology adoption is growing at an ever-increasing rate, it’s becoming even more important.

Photo from a great collection of slides from Will Lion

Top image from Jared Donovan

Update – some people (quite rightly so) have likened this to Jimbob’s “Be Nice” post. One that I most definitely read at the time and agreed with – I even left ‘be human’ in the comments. So, as a nice person would, I just wanted to make sure that you guys know that and in honour of that have amended the title. Jimbob is a top bloke, a genuinely nice human being!

As is Faris, who also thinks we should be nice. And admits too to probably stealing the idea off Jimbob . . . .

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