For those that still resist the relevance of Social Media, Open Your "i's"

(iPhones, iPads, and any other digital device that we rely on for "reality")

In the ARMA keynote this year, I spoke to (with the counsel and assistance of Jeff Randolph and Patrick Cunningham) tomorrow’s professional and the challenges in our profession, in business, and the evolution of our profession. This past week Marilyn Bier and I participated actively in the AIEF Strategic Planning session (which is another story of extremely positive progress BTW). Many of you know AIEF Chair Larry Eiring and you may be following him on Facebook or Twitter. Larry is also very passionate about the direction society is evolving in to regarding social media as it pertains to RIM. I will still remember the timeliness of our discussions over the weekend as they relate to the news happening right now.

BEAR with me as I present a thought to you all, Realizing how I like to use sports analogies (as well as the “family” at times), during to 2011 NFC Championship game, Jay Cutler received a 2nd degree tear of his left MCL and was unable to complete the game. Many of you saw it firsthand live on TV, I am sure. For those that didn’t and for those that did, my perspective of what we witnessed is another in the building blocks of the evolution of our profession and where society and business is heading. We can choose to shrug our shoulders or we can recognize what it is. The story was not the Packers winning, the Bears losing <sigh>, or football at all. The story is what played out through TV, on Twitter, and more importantly in public opinion. Jay Cutler is well known for his lack of VISIBLE emotion on the field. Jay is also a diabetic who injects himself with insulin on the sidelines numerous times throughout a game just to be able to play. Jay also was the most sacked QB in the NFL this season (52 times)… so he is what I would consider a “tough” man. When he went to the locker room just before the half and returned to the bench on the sidelines, walked around a bit, tried pedaling on a stationary bike and sat on the bench while his backups finished the most important game of his life, the speculation stirred immediately.

Anyone who has ever watched any sports, politics, or general news is used to the way things used to transpire… the commentators express their opinions, there may be an update from the team doctor or sideline reporter, and the game continues. Then some may talk about the transpirations at the water cooler, on the radio or on the sports programs for a day or so afterwards. What we witnessed yesterday was a clear demonstration of public opinion, technology, and the “news” in general was made… socially. Because everyone, including many Bears fans felt like Jay laid down and played dead based on his personality (remember that visible or outward lack of emotion which is perceived by everyone who doesn’t share a locker room with him), the fans were dazed, the sports commentators were speculating… but more importantly news was being formulated, but not by the press, by social media. Ex-players, current NFL players (not playing as their season already ended), and people in general were tweeting and posting on friends walls on Facebook. This created a frenzy about whether a lynch mob should be formed to hang Jay on the sidelines before the game was over. Videos on YouTube were uploaded of fans burning Cutler jerseys in the Soldier Field parking lot, and the post game commentary was less about the game and more about the social media reactions already swirling.

It is Tuesday, and every sports report on TV is still covering the “perceived” ethics of what Jay did, the ethics of the posts by other players in the NFL fraternity, the outcome of the MRI which was tweeted for hours yesterday, and whether Jay should ever be allowed to step on the field again. None of this takes in to account he is under contract, his teammates respect his play and what he has done for their team, or the fact that the man is legitimately injured. Some speculated he should have at least “acted” more hurt… what does that say? Society is more engaged in perception than reality. And more importantly, the social media buzz is the story, not the story itself.

I am a traditional records manager who is evolving right alongside of all of you, but what I witnessed this weekend into today makes me even more convinced that despite the traditional rules of records management engagement we all know and love - business, society and the world is shaping our future, not our sound practices. Please don’t misread this to mean I think GARP® is not the answer, quite the opposite. What I do see is now more than ever the value of GARP® being principles based as well as what’s right isn’t always what’s reality. Social media will be our way of doing business… be it 1 year from now or 10, it WILL happen. Businesses are already claiming to need to go there, and many organizations business recognizes the need for a presence… but what does that look like? How do we manage it? What’s next? IT shops are being pressured to not just let it happen, but to build it right (again, whatever that is) and deploy faster. Our colleague (on the ARMA Board) Mike Guentzel uses the term “iterative approach” regularly as many of us do, that is the new norm, and the pressure for the IT deployment turn-around cycle to shrink continues to grow.

How are we going to prepare for this? Do we wade cautiously through the mire and figure it out later? Do we continue to think forwardly beyond the transition and forge the path through advocacy, education, research and analysis? Do you have a better idea? For once in my life I am recognizing that I don’t have ALL of the answers, but I do know when to listen a little more than I used to… however I still do control my perception of reality despite what is tweeted. ;-)

Please share your thoughts as I am most interested in gathering others thoughts and strategies.

Nick De Laurentis, CRM
President
ARMA International
The Authority on Managing Records and Information
Phone: 309.735.3500
Mobile: 309.830.0730
Email: nick.delaurentis.gmkj@statefarm.com


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