I love mental models. It’s the best way to understand something and know how to apply the acquired knowledge. There are a wide variety of mental models: Naval, Munger, Farnam street…
However, I still feel there is a lack of mental models for specific industries.
So today we’re going to look at a mental model for how to think about social media. Because once you understand one, you understand them all…
What are social networks?
Social networks are a party. That’s the mental model. This idea is elaborated by its author Russell Brunson in his book Traffic Secrets, but I’ll try to summarize it here as well.Before we get into it, though, I’d like to issue an important caveat: this advice applies primarily to people who want to get something out of social networking – customers, name, reputation… If your goal is just to have fun, you probably won’t need any of the following.
Let’s move on to specific recommendations.
1. People who talk about themselves are annoying
The most popular people at a party are those who entertain the company, make a fuss, and in a way kind of fulfill what other people expect from a party.When someone tells a funny date story it’s different than when they talk about their bad knee in a way that others listen to because they would find it rude to leave.
This is the first basic thing: even if you are talking about yourself, speak for others.
Entertain. Inspire. Share. And most importantly, ask questions, because people love to answer.
2. Understand the dress code
An exhibition opening has different laws and dynamics than a techno party. Likewise, TikTok has different laws than Pinterest or Medium.Get the dress code.
What is a welcome standard in one place may be a poke in the eye in another. That’s what you want to avoid.
3. A party is not a job
I’m coming to see you at the party. I’m gonna start talking about making websites. I’ll pull out a price list and start showing you that the prices aren’t actually high at all… Are you still having fun?
Not really.
At best you walk away in annoyance, at worst we have a minor verbal and possibly physical confrontation.
However, I did come for some business contacts.
Is there any alternative approach?
4. Help and expect nothing in return
Same party, different day. Let’s talk. You’ll tell me you’re selling rubber cookware, but it’s not much lately.
I’ll ask why.
Because people aren’t coming to your site.
I’ll ask why.
Because they can’t find it.
Next hour we’ll discuss whether you’re using the search console correctly, whether it might be worth setting up a parasite SEO page, whether you’ve verified that people are searching for your stuff the way you would search for it…
You leave with two pages of notes and the excitement of knowing how to improve the situation.
Maybe you apply everything yourself, it will work and you’ll just think of me fondly. Maybe the application will struggle and you’ll hear back…
The chances of both are drastically higher than if I came to you with a price list, though.
If that’s the case, why isn’t it?
If it’s effective to act like it’s a party on social media, why don’t people and companies do it?
Good question. There are two reasons:
- Many people haven’t tried it and have no idea how much better results a similar approach could give them
- Another lot of people and companies don’t expect anything from networks (distraction perhaps?) and so have no need to use them effectively
Conclusion
I personally believe that if you don’t use social networks to make money/build a name, there is no need to use them at all (keep messenger).
The negatives outweigh the positives.
This, however, is my opinion. And a hypocritical one at that, because I still use networks where I don’t create any content.
Let me know in the comments what experience you have with social networks.
And good luck at the party!
