social media

Step Out, Stand Out, Freak Out

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(This column is posted at www.StevenSavage.com, Steve’s Tumblr, and Pillowfort.  Find out more at my newsletter, and all my social media at my linktr.ee)

There’s something about American culture that is all about Standing Out, and I think it explains a lot of our problems. Or is part of our problems – our many, many problems.

Anyone remember when Personal Branding first hit? I actually loved it because it was a vision quest to ask who you are and communicate it. In time it became more about standing out and marketing, being visible but not being who you are. I probably “got out of it” too late for my own dignity, but in the end I realized it had become marketing and standing out.

Then there’s all this Influencer Culture. I keep trying to figure out what’s there, but there’s no there there – it’s standing out so you can sell projects. The goal is to be Known but not be something worth Knowing. I resent the fact that, to understand the world, I actually have to understand who Mr. Beast is – and further resent he’s not a metal singer or superhero.


Then there’s the usual business advice of standing out. I think I resent that a lot as a Project Manager, because my job is to make sure nothing noteworthy happens. If my status reports are not filled with the color red and panicked comments, then I did my job. But a lot of business gurus and youtubers want to tell me to stand out even though if what I do is interesting it’s probably time to worry.

But standing out is part of our technology, economy, and culture. And I think it’s a problem because it seems it may be all there is in our politics and economy.

We’re conditioned to stand out, to market ourselves, to be noteworthy. Sure, it gets into the job search, but Social Media has made everything about standing out. We’re in a race to get hits, get likes, be better than that other Instagram addict. The Modern Web 3.0 feels like everything is a social media competition and a job search. In short we’re all trying to be Influencers without being anyone.

(While of course the Social Media companies make bank).

So many people are now in a competition to be celebrities, we also treat people who have made themselves into celebrities as the most trusthworthy. How many people out there with real financial, cultural, and yes, political influence are indistinguishable from some supplement-hawker Social Media Influencer. You can’t tell the difference, and maybe they can’t either.

Survival of the fittest? No survival of the most noticeable.

Being noticeable gets you money. Being noticeable gets you elected. You can end up getting people to throw venture capital at you, CEO positions, etc. It doesn’t mean you’re good at any of this, but boy will you get it handed to you especially if you fit certain demographics.

When getting noticed pays off, then that’s all you do. That’s all you aim for. That also attracts a certain kind of person that probably should not have their sweaty hands on the levers of power and loads of money. Once you have loads of money you can buy people to say you’re right, and you probably believe it.

It doesn’t seem to be working out for us. I want my politicians to solve problems, not be posting internet memes and Instagram photos. I’d like to see more talk of people doing their job as opposed to making that killer LinkedIn profile. I want to stop having the suspicion that people with lots of power and money are so performative that’s all their is to them.

I kinda want things to be like me and my status reports.

When standing out is all that matters, people’s ability to assess aptitude and character atrophies. It certainly isn’t doing too hot to judge by the state of the world.

Steven Savage

When Good Things Are Bad Ideas

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(This column is posted at www.StevenSavage.com, Steve’s Tumblr, and Pillowfort.  Find out more at my newsletter, and all my social media at my linktr.ee)

In Project Management there’s something called the Iron Triangle or the Project Management Triangle.  A project has to balance between Time, Scope, and Cost to keep up quality.  You can have two the way you want at best, but the third will become unpredictable, unlimitable, or you’ll have to accept some serious changes.

If you want things done your way on time, get ready for it to cost more.  If you want something at a set cost and scope, get ready for time to get a might out of control.  If you want things on time and for a set cost, get ready to reduce your scope.  Play too fast and loose and things will fall apart.

We’re taught that doing things Fast (time), Accurately (Scope), and Cheap (cost).  But those things aren’t always good and can’t always be done together.  We Project Managers remind people of this again and again, often with “I told you so.”

Which leads me to our current crisis in social media where everything is, well, rather dumb.  I have no idea where the hell Twitter is actually going.  Facebook keeps trying new things, but the core experience is kinda ad-filled and unpleasant.  There’s not a lot of innovation out there, and it’s becoming more and more clear we’re the product.

But when you think of the Iron Triangle it all makes sense.  Social Media companies want to have it all ways – making money (cost) do everything to keep people and advertisers (scope) and do it all fast (time).  As people like me constantly remind folks you cannot do this.

Sometimes cheap, effective, and fast are bad ideas.  My job – my own habits – lead me to wanting to be cheap, effective, and fast and I know they’re not always good.

Social media is “free” but the money has to come from somewhere and people invested in it want to make money.  This means the enshitification we’ve seen is near inevitable.  People don’t want to pay, advertisers aren’t always happy, and executives want to make the big bucks.  That may not be sustainable.

Cost is a problem in social media (and that cost isn’t always money).

Social media has to provide some service but there aren’t a lot of new ideas (look at all the Twitter clones), and way too much seems to be well we got used to it.  I’m suspicious that a lot of social media we love now is habit not it’s stuff we actually need.  Throw in companies trying to do everything or anything regardless if it can work or people want it?

What’s the scope for social media?  Hell, who’s the real customer?  The users aren’t exactly unless you charge appropriately and that brings in the cost problem.

Finally, sure social media is efficient in some ways – you do a lot, fast, in a unified interface.  Sure technology lets us deliver features fast.  But is fast good?  Who needs new features we don’t care about?  Is it really vital we be able to reply immediately to someone’s movie opinions?  So we need to do everything from one app that’s also potentially vulnerable?

What’s the real timeframe we need with our social media – if we need social media as we know it now?

Social Media has walked face-first into the Iron Triangle which would normally collapse projects and businesses.  But they got enough of a footprint, did enough right at first that they can keep going, maybe forever.  But at best right now a lot of them are a mix of pet projects and money extraction machines, and maybe lawsuit fodder.

Some of us might even get to say “I told you so.”  Well, more than we have.

Steven Savage

Expected Enjoyment

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(This column is posted at www.StevenSavage.com, Steve’s Tumblr, and Pillowfort.  Find out more at my newsletter, and all my social media at my linktr.ee)

I was discussing popular works with Serdar, and both had experienced the pressure to enjoy something everyone else was enjoying.  I felt it had gotten worse in the last two decades and was honestly getting the hell on my nerves.  There were more choices, but it seemed more pressure to like certain things, and I’ve been trying to articulate it.

I grew up with “Must See TV” and every year had some blockbuster in the theater, but that was different.  Dallas was big, but people seemed to accept it might not be your cup of tea – and I was ten, so I didn’t care.  I loved Star Wars, but it was a bolt-of-lightning thing, and no one expected everyone to like it.  There were Big Things, but I don’t recall the sheer pressure to like them.

The ever-expanding world of cable television, foreign films, anime, and the internet brought us even more options.  In the 1990’s the idea of something being Mandatory Fun (apologies to Weird Al) was alien to me – there was something for everyone and more of it all the time.  Why have something feel mandatory?

Then came Harry Potter.  I am loathe to discuss it due to the author’s horrid transphobia, but as this is a historical rant and thus I strive for accuracy.

Harry Potter was something everyone seemed into, and I felt pressure to read it, which irritated the hell out of me.  I think the fact that it was an internet sensation made it omnipresent, people didn’t get you might not be into it because all their friends were.  It was an internet-fueled Blockbuster.

(I did eventually read it, by the way, after people had backed off.)

To this day, the internet and social media have a selective amplification effect.  Something can take off, amplified by social media algorithms and good marketing, and soon you’re sick of hearing about it. Chats, posts, memes, etc. all amplify certain things repeatedly – people doing marketing for free.  At some point, you’re missing having a political argument with your crazy relatives because they’re busy telling you about this new TV show you have to watch.

The wealth of movies, shows, and books we have doesn’t free us either – and I blame social media and marketing for that as well.  People can easily find fellow fans – and assume everyone else has similar interests.  Algorithm-driven ads target you relentlessly.  More choices somehow led to more pressure, and we’ve forgotten not everyone cares about the same things.  Now we just have more not to care about.

Finally, you have the synergy of media universes: Marvel, Star Trek, and Star Wars.  These giant unified properties (and marketing efforts) amplify each other.  Show A leads to movie B, leads to webseries C, all funneling you into a giant media matrix.  Throw in social pressure and social media amplification trying to manipulate you, and you start feeling like you’re a very poor take of They Live, only you’re not as cool as Rowdy Roddy Piper.

We’re living inside a giant marketing machine of technology and social habits.

I’m not proposing a way out, I’m here to analyze and complain.  Perhaps I’ll present some brilliant solutions in the future, but right now, I understand better, saying “no” more, expanding my horizons, and just doing what I like.

Maybe I’ll have more to say.  But now I’m just glad to have it out of my head – and into yours.  So I’d love your thoughts.

Steven Savage