Social media works when brands portray autonomy among posts
Scientists and sociologists are finding fascinating data about how people are motivated. We aren’t the simple, robotic creatures we’ve often characterized ourselves as. Money, particularly, has been overwhelmingly placed as first-place in terms of the force behind employee improvement. But, is this really true? Generally, does a higher paid employee simply create better results?
Dan Pink, in particular, has been amplifying the message of what motivates us. We are motivated by many things beyond simple monetary reward for tasks. In particular, we want to focus in this post on what happens when we are motivated.
Defined as “freedom from external control or influence; independence”, Autonomy among employees is created within a robust working environment. It doesn’t happen on its own. It takes a leadership team willing to work within the frame of free-thinking and trust in their team. The “floating creative director” that is characteristic of many marketing departments, is the antithesis to creating autonomy. Companies will create it by first resourcing and then backing their team.
Social demands for engaging content are inspiring companies to become more human in their marketing. The human factor includes becoming more humorous, transparent, friendly, and engaged in the ordinary. All these attributes are a bi-product of Autonomy. When you feel free at work, you feel comfortable. When you feel comfortable, you’re humanity produces improved transparency, humor, creativity, etc. all of which are helpful social-media builders.
Leaders in business will develop an environment created around independent thinkers who are free to work within their strengths.
As we develop into a more social-driven business landscape, it will become more and more important for us to learn how to build our message to the public around an atmosphere of Autonomy.