Looking over the conference’s audience of knowledge-hungry social media geeks and opportunists, it was clear that mobile was the preferred transmission device. It was also clear—by the live Twitter feeds prominently displayed across the venue—that every attendee, with urgency, wanted their followers to know exactly.where.they.were.
If a tree falls in woods and no one tweets about it, did it really happen?
If you suffer from #instacurity, the simple answer is no. This conference only happened if it was documented in social media. In fact, nothing really happens unless it is tweeted, instagrammed, got liked and favorited, and got at least one comment or retweet.
“We live our lives to be liked…on the Internet.”
We’re just that shallow, according to the site that launched the totem, #instacurity. This satirical banner pokes fun at a generation (my generation) defined by selfie validation, chronic hashtag abuse, and over-tweeting; Using real life and real time to enhance a virtual persona. Are we investing too much in our virtual lives?
I was introduced to the concept while attending the most sought out event on Day 2 of Social Media Week LA—a live taping of Larry King Now, at which Larry King (@kingsthings) and special guest George Takei (@GeorgeTakei) discussed the importance and the responsibility of being a Social Media Influencer.
George, the once explorer of galactic realms, has taken on a new role in a new space. His successful evolution as a social media influencer has made him one of the most recognizable voices in contemporary space and pop culture. His voice transcends the generational divide with more than fifty percent of his followers engaging with him regularly in social media.
It was during the audience Q&A that Justin Gordon (@Justin_G0rd0n), the strategically seated co-founder of instacurity.com, asked George if he had ever been plagued by #instacurity. While the question was met with chuckles from the audience, whom, like me, may have just been introduced to the concept for the first time, in typical George fashion, his reply was spot on: “I think we all feel a bit insecure, particularly when venturing into the unknown.”
Following that session, this new concept of #instacurity flowed into the conversations of social media junkies as if it had always been staple jargon—myself, and my also-attending social media team included. Nevertheless, fellow attendees and I continued to live tweet tidbits from the conference, intermingled with shots of the free food, and the backs of people’s heads as they were blocking the view of the stage. [Hold on… Why isn’t anyone favoriting my witty @popwater/ Miley Cyrus reference on Instagram? #instacurity.]
We’re all infected
Before Larry and George took the stage and the #instacurity diagnosis fogged my brain, the studio space at ROC was full with conference goers eager to hear Jonathan Skogmo of Jukin Video (@JukinVideo) share how to use online video as a revenue stream. He stressed the importance of getting content out as quickly as possible in order to drive the greatest level of audience engagement and increase the potential for a video to go viral. In short, have the best content, get it out quickly, and syndicate the hell out of it before other platforms scoop your story.
As Jonathan stated in a set of clearly defined bullets, “content lives forever,” so the quality and the message are just as important as being first…which is kind of how I felt about everything I do in social media. Don’t we all want to be the first one to bring the juiciest social snacks to share with the class? And short poignant bullets make for super-shareable Twitter content. I noticed my touchscreen typing skills were improving as I raced to be the first to post, and felt a wave of pride when I saw my avatar appear at the top of the live twitter feed on the stage.
I know, my #instacurity is showing.
My obsession with social attention disorder (SAD?) continues to plague me as I notice that I view my day as a matrix of thought provoking blog posts, tweets, and instagrams chock-full-of Klout-boosters. Post after post, my motivation all seemed to tie back to the overlying theme of social validation [noted while checking my Klout score to see if the prior day’s engagement gave me a coveted boost. If you’re wondering, it did. Thanks retweeters!]
According to Venture Capitalist Mark Suster (@msuster), content is shifting to more personalized messaging—which means brands are recognizing the value of being consumer centric, and tapping into the insight that social engagers always consider how the content they share reflects on their social image. Give loyal customers some sense of value in sharing your branded content. The social audience wants to know that, even as a major brand, you are paying attention to each and every customer, individually. Building personal relationships builds brand advocates. Think about how awesome you feel when a brand you love favorites your content. Isn’t that just the greatest validation of all your social efforts?
The idea of #instacurity forced me to step back and refocus my own social motivations—pay closer attention to the content I was putting out and what all those social posts were REALLY saying about me. I thought about the two-dozen hashtags I add to every Instagram to increase my potential reach; the drive to post at least one witty tweet and engage with at least 5 Twitter users each day and the value that I seek from those engagements; the daily Klout check and the myriad weekly pins to Pinterest. What does this obsession really say about me in real life?
I leave you with that thought to ponder, and this clever sketch where Justin Timberlake and Jimmy Fallon show us just how ridiculous our social selves translate in real world interactions.
Want to chat more with Melissa? Connect with Melissa Pardo on LinkedIn, or follow her on Twitter @mpardo916 or tumblr.
