2.4 Social Change “MAKE IT RAIN”
“We are constantly being astonished at the amazing discoveries in the field of violence.
But I maintain that far more undreamt of and seemingly impossible discoveries will be
made in the field of nonviolence.” —Gandhi
Like I was saying earlier, when I was growing up they said that in the future, “We wouldn’t
need to work so much because of computers”. Now that the future is here, we have
more and more people working while being less efficient. Because of technology, we
are more connected than ever with oceans and seas of knowledge are only a point and
click away. This sounds great. So why aren’t we able to become more efficient and put
some of the problems of old behind us forever? I feel it can be as simple as adopting
the organic process of distillation to create a Social Media Campaign to create Social
Media Assets for your company or organization.
Here is how it works: Distillation has been an essential part of nature since the earth
began which is a great opportunity for us to align with it. This is how it works the heat of
the sun evaporates water from the earth’s surface into the atmosphere, leaving impurities
behind. As the vapor cools, it condenses and falls back to earth as rain, snow or other
forms of precipitation.
Evaporation- Many times, the birth of an idea comes from conflict, pain or loss. Most
social change is born from deep suffering of someone that loves someone more than
themselves. As life happens to us, there is a time that we wake up for a higher calling of
inspiration to create a better world. Stepping out of our comfort zone to dig deep to
create something beyond all expectations; just think of being inspired by anger created
by a loss, combined with a deep level of love which evolves into a powerful level of
compassion. Your compassion or the passion of your clients or employees is one of the
most intense and powerful emotions for getting things done in the world.
Condensation- Is the act of condensing which in this situation we can represent getting
our ducks in a row waiting for a shift. With technology today, we can research lots of
information and bring all the right people together in days that would have taken years in
the past. Condensation also represents waiting for the time to launch, not forcing things,
but understanding that everything will happen in good time. Ideas are able to breath
and stay alive by collaborating and meshing ideas without trying to reinvent the wheel.
Precipitation- After condensation, lots of companies and people get stuck over
thinking and waiting for that perfect time to launch. Once it is time to launch, let it rain
and go with the flow. Don’t be afraid of making the wrong moves because being stuck is
the worst thing that you can do. This rain, aka social change, creates something that can
heal the world for all of us.
For companies to continue to create Social Media Assets, we need to repeat the
distillation process. Over the years, lots of companies and ideas have been organically
launched and they get stuck and start to die because they aren’t willing to evolve. In the
beginning, they were able to benefit from organic growth, and as companies become
less lean they get stuck. Being stuck causes us to make bad decisions and force us to
protect what we feel we are entitled. Companies that are afraid to make the shift aren’t
surviving in today’s world.
Right now take some time in your own way to think about the changes that are doing
on collectively worldwide and How Social Media is a big part of this? This is about
how you can use this distillation process on a larger or smaller scale to transform your
business right now?
What Social Media Assets do you own? What social media assets would you like to
leverage in the near future? And don’t forget to MAKE IT RAIN!!!
Social Media Capital Rating System
Okay, now that we have an idea of the power of Social Media on a global scale, we
need to start to customize it to our direct campaigns. I have designed this to help you to
get the most out of social media and it is as easy as 1-2-3.
1. List your Social Media Capital
2. Rate them on a scale from 0 to 5, 5 being the highest.
3. Based on this information, ask yourself where would you like to spend most of your
focus? Which 1 or 2 would you like to increase your rating, right now? With this in
mind what is the next logic first step?