Marty shows yet again why he is one of the keenest observers in the nonprofit technology space:
Direct online interaction robs the very important inattentive trust building components to relationships. Twitter, facebook, etc. provide a unique window into watching someone without paying direct attention to them. How many of you log on to do work late at night and “see” in AIM list and Skype list folks that are still online working. Does that over time build your relationship with that person in any way? Does a facebook update on someone going hiking at a place you have hiked before influence your interaction with that person next time you meet even thought you never discuss the hike? Yes.
What if they were taking jazz lessons? What if they twittered they picked up a new Hummer? or bagged a black bear on the first day of the season? You might never bring it up in a work context or direct interaction but you know it is there and your brain files it in the mix. It is inattentive. They were not telling you. They were not looking for a reaction. They were just letting you see if you cared.
One of the key components of network health is social ties. There may be passive network building strategies that should be tested and deployed within a campaign context that help foster building inattentive trust. Such activities might include micro blogging activities and work, shared calendars, regular questions asked about non-campaign related activities and republishing the information back across the network.
The tools are catching up very slowly to all the complex needs we have to understand one another. We need to be aware of the opportunity they present to enable us to build more powerful network capacity even in inattentive and passive ways.
This feels really right to me.