What Is Social? Well…

Social is not a media strategy. It’s not a platform. It’s not even a set of behaviours.

Social is a disposition. The orientation toward other people that says: you matter, your perspective matters, and what we create together is more valuable than what either of us could create alone.

This disposition is not new. It’s as old as human community. What’s new is that the tools we have now make social at scale possible in ways it never was before.

But the tools are downstream of the disposition. Having a Twitter account doesn’t make you social. Being genuinely interested in other people, and using whatever tools are available to act on that interest – that makes you social.

Social is a way of being, not a way of marketing.