MARIA OGNEVA'S BLOG
Hello, and welcome to my blog and the digital home for my thoughts. Most know me as @themaria, my handle across most social media sites and communities. My actual, given name is Maria Ogneva, and I love writing, traveling, eating, and spending time with my new husband.
I am passionate about how social media is changing the way we communicate, help and relate to each other, share news and make the world a smaller, more hospitable place. I work at Salesforce as Director of Product Marketing on the Communities product, where my job is to help customers (and the world at large) to be successful in building communities. I learn every day, and I share my thoughts and personal growth here.
Please note that the views expressed here are my own, and do not reflect those of my employer or any of our clients.
I have been pondering this topic for a couple of weeks now; it’s been like a splinter in my mind. What brought this on was one of the liveliest exchanges I had ever had with my Twitter followers. Here’s some context: in the wake of the Iranian election, a lot of people on Twitter chose to change their pictures to green or spread a green overlay on top of their avatar. Don’t get me wrong, I support democracy as much as the next gal. In fact, I can appreciate it a lot more than some others do, due to the fact that I grew up in a repressive Communist society, where freedom of speech was nonexistent, snitches were plentiful, and Siberian camps were full of “dissidents.” As much as I consider what’s happening in Iran a travesty, I consider veiling your avatar in green a non-genuine, lazy and conformist attempt to follow the latest trend. So to stir up some discussion (because that’s why I am there: to discuss, express myself, and form relationships), I asked Twitter why they chose to do it. I wasn’t doubting the authenticity of all the green avatars, but because everyone seemed to do it at the same time, I couldn’t help but wonder if only a small portion of those people actually researched the cause. Of course, there are exceptions: there are some people with family and friends over there who are quite well educated on the issue or feel passionately about it. I am not stating that no one is passionate about it, I just seriously doubt that *everyone* is passionate about it. Moreover, it strikes me as a half-assed attempt, done because you feel like doing something, but don’t have the bandwidth to do anything meaningful. If I was an Iranian blogger, I do not think that seeing an overlay or changed coordinates would do much for me. However, people raising money or another act of actual activism (alliteration intended) would go further.
Moreover, I think that such a display of conformity was a slap in the face of democracy. By trying so hard to fit in, without really understanding what you are doing, you are undermining the definition of democracy. Democracy is about choices, not following the herd mindlessly (that’s what they did in the Soviet Union). If you choose to follow the crowd, please make it a choice that you made. I think exchanging actual thoughts on Iran and banding together to raise money go so much further than changing your avatar color. All it does is take away your voice and make your followers’ Tweetdecks look like they are “covered in Leprechaun droppings” (per my friend @toddhavens).
Social media gives us all a voice. Unfortunately, a lot of times, it makes people lose their voice. This episode is not the only display of conformity on Twitter and other social media. Unfortunately, Twitter is home to more herd-like behavior. Case in point: Follow Friday. When used sparingly and thoughtfully, it can be a valuable source of discovery, even though I think other sources, such as (thoughtful) RTs and @ replies, are better, because they offer more context and substance. If someone I respect and interact with suggests people to follow, I will at least take a look, although I have to admit, I have never followed anyone based on Follow Friday recommendation. Follow Friday was OK when it started, but like most trends on Twitter has been bastardized and spammed. Seems that every week I drown in mindless RTs of my friends’ Follow Friday recommendations. One friend includes my handle in their recommendation, then it gets retweeted by 10 spammers with zero context, and voila! my @ replies pane is full of non-relevant regurgitations of one meaningful endorsement. My question to people who do that: do you even read what you retweet? If you must participate in Follow Friday, please use your own head and give your own recommendations. I am not undermining the viral quality of social media, which is essential to all of our success. I am just asking you to think.
As with everything, I urge you, whether you are an individual or a brand, to think before you speak: online and offline. Really get to know the medium and interact with it in an authentic way. If you don’t understand why people do something, just ask. Whatever you do, please don’t follow the trend blindly; if you make a conscious choice to follow the trend, then go for it. Just promise me you will think about why you are doing something. What you put online is forever part of your brand, part of your legacy. Please don’t forget that.
Please share your thoughts: do you have any other examples? How do you develop your voice? How do you stand out amongst so much noise?