One’s mindset is an interesting thing.
When you’re single, it’s predominantly about you. You do what you want when you want to do it.
When you get married, it’s not so much about you. It’s about her (or him), too. There are other considerations. So, you adapt.
Then, you have kids. And, you adapt again. It’s predominantly about the kids, some about your spouse, and relatively little about you. Your mindset about what’s important and what needs to be done and how you do it changes.
Whenever one changes his/her environment, whether it’s a relationship, a home, a job, etc., your mindset changes and you get perspective. One’s mindset changes either by force — such as a life-changing event like becoming a parent — or by being open to change.
Our industry — professional communicators, no matter what service we offer — has been expanding in recent years. The socialization of marketing has started. For the most part, traditional agenices and communicators are stuck within their mindset. Whether about media relations, advertising, direct mail, events, etc., the methods of communication and messaging are predominantly one-way.
Inform. Educate. Persuade. Make aware.
Those more open-minded traditionalists have explored, accepted, learned from and even expanded the online socialization of communications. They’re no longer traditionalists.
But, it’s not surprising that those in the technology industries (computers, software, interactive agencies) are the early adotpers of social media (blogs, boards, community networks, etc.) because computers and the Web are all about socialization in some degree. Two-way communication. Interactivity. Experiences.
So, as social media like blogs took root and grew, it was all part of the mindset of developing networks, Web sites, etc. There was no fear of bloggers as there is from many traditional agencies.
What must traditional agencies and communicators do to change their mindset (which is no easy task, I’m sure)?
Think two-way. Think interactively. You don’t have to abandoned “offline” strategies and tactics that work. Instead, think how you can engage your audience(s) in what you currently do. Write engaging and even conversational copy (news releases, ads, etc.). Not informal style, but question your audiences. Research and relate the copy more to your audience (yes, customization and personalization).
Engage your audience by making the text and graphics more engaging. Put yourself in the shoes of your audience or think about everyday life. No one really likes to be lectured, preached to. So, you need to think of involving your audiences. Engaging them. Even entertaining them. All to get the message across.
Granted, you may not be able to do it with every project, but consider it for every project and determine if it makes sense. Force yourself to go out of your mind(set).
– Mike
P.S. For an interesting perspective on the different hands (and feet 
) trying to grab onto social media, see Mike Manuel/Media Guerrilla’s post from Thursday.
P.P.S.: I hope the above was of value. If not, that’s okay. I’ve mentioned before (somewhere) that blogging has helped me crystalize thoughts. This is one of those times. So, sorry if I sounded preachy. But, I was writing to myself as much as I was to you.
