One of the most important things us lab rats do (when starting to work with a client) is getting them to ‘think like users’. Instead of thinking about what they want to say they must be totally absorbed in what their users want to do.
This means organisations have to get inside the psyche of users, whether that’s visitors to websites, ‘target segments’ opening emails, or less controllable interaction via social media. “Who are these user people and want do they want?” “Can’t we just sell them stuff?”
But I think I’m currently caught up in a profound and seismic shift ,which is turning us all into users (businesses and individuals alike). As a business, do I still need to engage in a time-hungry project of Borgian magnitude to construct a website, or do I download WordPress? Is my next budget demand a massive add campaign or an imaginative poke on Facebook? Is it all about build and cost or is it all about visualisation and imagination?
Don’t get me wrong, businesses who too-eagerly embrace social media, with no clear idea of what they will bring the millions of social mediators they seek to interact with, do so at their peril.
But it strikes me that if businesses, organisations and other coporate collectives can engage with social content generation tools wisely and thoughfully, it will bring them one step closer to being users instead of simply mimicking users in order to turn a buck.
That brings a smile to my lips.