What with starting work this week on a manuscript for a book – “Social” being the working title – I want to share some of the content that I will make up the backbone of the book that I haven’t made public until now, as it’s been reserved for paying clients only.


If you can’t see the above slideshow, click here, or see it directly on Slideshare.

This is a short 12 slide presentation that explains succinctly what the difference between social and broadcast as – as mindsets before they are media – and then three lessons that we draw that help us understand social.

Social is a big topic for me. Everything I do keeps coming back to it – whether it’s learning, event design, social media, marketing, church, relationships – social is right in there. And it’s not that social is a new thing. Far from it. Social is our original and default method of communication. As our default method, it also is ruled by our default physical limitations (how loud we can speak, etc), and it is from these limitations that we create broadcast, which is a one way extension of what is socially created, for wider reach.

My basic premise is that we have social innovation and broadcast duplication. Social is the fluid conversation that is a real-time co-crated product. Broadcast is the recording of that conversation and duplicating it so more people can hear it. In social, the conversation can change. In broadcast, it does not.

What the book will then lead into is a discussion of the Social / Broadcast Matrix, and the three social strategies. And true to these three strategies, the book will function on one: socialised channels, socialised content and socialised culture. In other words, it’ll be available everywhere you’ll want to consume it, it’ll be full of UGC (i.e. YOU), and it’ll be open for you to use and build upon.

(You can watch a video of me discussing Social on a larger scale here)

Your Leading Thoughts

  1. Do you see holes in my premise? Given I’m basing a book on this, I need you input!
  2. How would you like to contribute to the creation of ‘Social’?

Archived Comments

  • Chris Hall

    simple yet 100% effective. If there’s more of that to come then bring it on.

    I sense that many early adopters in ‘social’ are now understanding the right way to explain issues such as the one you’ve outlined briefly in your presentation. Once this space opens up to more social and less broadcast then it’ll be what we all know it can be for all.

    There’s a small adoption rate to some of the social technologies (twitter’s penetration is minute when analysed) but with this kind of open thinking then real breakthroughs for business and personal relationships will come quickly

    Look forward to more.

  • / Scott Gould

    Chris I agree – we are learning how to communicate it far better, because we are gaining a deeper understanding of it.

    The book will focus on the underlying understanding of social more than the media : )

  • http://twitter.com/98rosjon Jonny Rose

    This is GOLD.

    Easy, bite-sized nuggets of information. The methodical and systematic ‘lessons’. The fact the writing of the book has been socialised…

    – This really has potential to be *the* authoritative reader on the subject of social media –

    I’m also glad that rather than dwelling too much on the social ‘tools’ at our disposal, you’re more interested in expanding on the mindset. Considering the dearth of literature on the topic atm, this endeavour could not have been undertaken at a better time and I look forward to receiving papercuts from the foreword page (where I expect you to name-check me!!)

    I may be unable to bring the case studies or the experience, but if you need help with proof-reading or editing – let me know!

    (And don’t forget to keep trying out the material on Late Majority-non-techie types, not just those who already understand)

  • / Scott Gould

    Thanks Jonny

    I hope others think the same of it as you are! It’s going to be a job to get it so that the content is socially derived, but worth it.

    Any suggestions?


  • http://twitter.com/98rosjon Jonny Rose

    Might I suggest using a Wiki and opening up the writing of specific chapters of your book to an inner-circle of experts with you being the ‘Editor’, remaining in creative control and having the final word on each section. It still remains *your* work whilst spreading the burden.

    This, of course, depends on your intent and final objectives and whether you want the book to be a platform for yourself primarily or others (naturally, the two are very much inter-linked!). However if you did get people in the #likeminds network to co-author, it would be another great way of ‘putting the kids in the show’.

    Think on – you’re onto a winner here :)

  • http://twitter.com/98rosjon Jonny Rose

    PS I remember you writing waaaay back in this blog about a book on leadership that you read several years ago which had a counter-intuitive format. If I recollect correctly, the book forced you to read every other chapter (or in different orders), and it was very unorthodox. Hopefully you remember what I mean. Well…if you can play with form or hyperlinks in some way in the book, it would at least keep it fresh + innovative (although also quite annoying).

    Oh – and once it’s a bestseller, you’ll have to promote the idea of having book-groups in which people come together *socially* to discuss it. Maybe even write a chapter and then get the book-group (focus group?)/ twitter group to meet together and generate content for the next chapter #twriteup

    There’s loads you can do with this and you’ll definitely find the right model for yourself in the near future. Go out there and BE GREAT Gould!

  • http://www.kristofcreative.com Kristof

    “Trackable Word of Mouth” Excellent and simple definition.

  • / Scott Gould

    Thanks K. From a marketer or companies point of view, that is the definition that matters.

    For the user, there is a different definition

    And for the media critic, another again!

  • / Scott Gould


  • / Scott Gould

    Im not fond of wikis, but it’ll be something similar. I won’t crowd source he structure or the writing, but I the case studies and “excerpts” or something like that