The micro-environments and the freedom to block (II)

The pedagogic process must to be implicit in the shared information in social media.

If our circle of influence within social media (followers) do not understand correctly how to create content according to the characteristics mentioned in the last article (something positive and pedagogic) without losing the distinctive identity of our denomination, it is up to us as institution to create audiovisual content preferable, or a simple written text that others might be willing to make theirs, share or post.

The optimization of the user experience reaches the summit when the person to be reached with our message finds himself involved in the process of discovering new knowledge or truths that widen the intellectual and/or spiritual horizons.

The user does not like to be taken as a stupid. He looks for reasonable and reasoned answers. He mistrusts the irrational solutions or answers. We might to escort him/her in the process of understanding and acquiring new data and truths. Only the final user (person to be reached at third level with the message) will arrive with his/her own conviction to logical conclusions that will make his/hers. Thus, that person will find that now has new and his/her conclusions after having followed a process of reception, processing and assimilation of information (eternal spiritual truths). The most agreeable and easy becomes the process, higher levels of acceptance we will find. The person will most likely adhere the message. In the worst case, at least will find the content interesting, even if he does not agree with the idea, and will not block us leaving the contact open for other content to come.

As an example, I would like to share the process followed in personal bible studies. I have taught the most distinctive truths or doctrines of the Seventh-day Adventist Church escorting the person in the learning process until that person arrived to his/her own conclusions, generating new questions answered with more new Bible studies. I never neglected prophecy, starting by Daniel 2 and arriving to Revelation 13 and 17. The interested person discovered by themselves the meaning of the symbols and beasts mentioned in the Bible. It is not necessary from our part to tag or name those characters of the prophecy just because. With a correct pedagogical process, the conclusion is so evident that we do not need to denounce, but to instruct.

In this process, we can, and we must, to reproduce and extrapolate this principle in our way of corporative communication, even more in the context of social media, whose content is very short and does not allow to include big amounts of information. At the moment of creating content, we must to think in this creative process in order to allow the content to survive in present social media, avoiding to be forgotten and excluded from the micro-environments.

Once the content has been published in our platforms (wider content in websites) we must to socialize it through the official accounts with the same format (pedagogic process). This behavior will invite to our close followers (church members or wider closer circles) to emulate the same language in their communicational routine.

We cannot shape nor model what the greater Adventist social media network shares (individuals and other related non-official groups) if we do not implement initiatives that will become a model to follow or imitate, thus transforming the vocabulary and content of what our “followers” will share on their own. We must to be an example in content and the way of sharing it, starting at the Division level and reaching up to the smallest church.

I understand the “temptation” of publishing content that will cause “social impact”, shocking content. Sensationalism attracts big audiences in short term.  But let’s be honest and wise. The most of that audience will be people who are already in the orbit of our church (easy likes). This same spiritual sensationalism puts to risk our reputation. Many third level users will enjoy to find an excuse to enjoy clicking the “block” button and, losing us forever from their horizons (micro-environment). Sensationalism, alarmism and this kind of messages apparently bring some results in a short term, but it is not worthy in a medium and long term.

The communication ethics, and our own engagement with the Truth, should oblige us to share messages that not always are “positive”. It is our duty to transform lives and this goes through sharing a whole message. We can share and inform carefully great truths without making the other users to have a “traumatic” experience. The rest of social media users might be enriched and may grow personally with our shared content. This is a good standard to understand and find out if our content is rich in all means, forms and ways: What we are going to share, is going to enrich the other persona, even if he/she does not accept the message?

There are uncomfortable truths. Let’s talk about hunger in the world, the modern slavery and other issues. Many have specialized in advocacy about these topics, and they do it without entering the battlefields of direct fight and personal accusation or emotional blackmail, by the way, one of the greatest enemies of communicators and spiritual messages. Even the less agreeable messages or those messages the audience will disagree with, if we present them correctly, pedagogically, either they are accepted or not, at least we will not provoke the easy “click to block” destroying our digital reputation and being excluded from the modern micro-environments, like the bots are doing with massive blocks.

Which ideas could you share in order to transform difficult-to-share information in valuable and enrichening messages in social media? I would like to suggest one example about the way of doing so, the World Economic Forum social media content, among others. It is not enough just denouncing.

Download this paper as a PDF file here.


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