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One of the most justifiable worries that I hear about social media is that due to the social part of the tools, messages meant for just a few people can easily spread widely and be seen by tens of thousands. While many acolytes will say that social media is just another tool, like the phone, it’s really not: a phone conversation is between two people.

Right?

Not always.

Brad Phillips from Mr. Media Training passed along an article from the New York Times that shows that while we may have legitimate concerns about social media conversations spinning out of control through the media, that’s not the only place we should be concerned.

I’m constantly amazed by what I observe in public – lawyers on packed Amtrak cars discussing sensitive cases loudly on their cell phones, businessmen working on documents marked “confidential” in plain sight on airplanes, and politicos hashing out controversial strategy over lunch within earshot of fellow diners.

Those people have no idea who I am. I could be their opposing counsel, or their direct business competitor, or a political reporter. And if I can use the information I learn against them, I will.

Media interviews don’t end when you hang up the phone or leave the studio. So it’s a good idea to treat any conversation in populated public space as an on-the-record interview.

The common thread through these two situations, social media and loud talkers, is lack of care when handling a tool, not an inherent fault in the tool. A screwdriver can be as dangerous as a chainsaw if used (really) incorrectly. An ill-advised and loudly-spoken public phone call can be just as damaging as an errant tweet. Lessons learned? Be smart. Use common sense, no matter the tool. If you’re worried about others seeing a tweet, don’t send it. If you’re worried about others listening to your phone call, don’t do it in public.

I had the amazing pleasure this week of being invited to what I’m calling a “secret squirrel” meeting. It was a federal government advisory committee that was interested in learning more about how social media is affecting emergencies. The “secret squirrel” bit is because they’ve asked us not to talk about it.

So I’m not.

Except for this. Because it’s too perfect.

One of the Committee members, during one of the discussions that day, said this:

We have all of this stuff we think you should know; but that’s the illusion of communication.

Basically, communication is NOT me telling you something. It’s a process that encompasses many steps, including me telling you something. It’s akin to saying golf is just putting the ball in the hole, or fishing is putting a fish on your hook. It’s slightly more complicated than that.

The quote brought to mind a blog post I’ve been meaning to pass along by Dave Fleet. The key quote from that post?

Everyone has their own background and context that they overlay on top of what they hear. It’s our jobs as communicators to consider that perspective and to adjust the way we communicate accordingly. If we do, we stand a better chance of persuading them to agree with our point of view.

“Persuading them to agree with our point of view.” Isn’t that what we as emergency risk communicators are trying to do? Convince people of a danger and then convince them to take the course of action we’ve recommended as protection? Why hamstring your efforts by not ensuring that the entire communications process has taken place and instead only focusing on one of the steps?

(Quick reminder)

That “Signal” part above? I know all of our funders want to make sure that part is in our plans, but don’t ever forget that it’s just one TINY part of a much larger process. A process that can ensure success if done fully.

‘Nuff said. Are you blogging? Or listening?