People always seem to be looking for a means to repent and ease their guilt. Whatever the cause or underlying motivation, people feel better when doing something, even if it is not the right thing for the wrong reasons, acting gives the illusion of accomplishment. So when it comes to sales, social media offers an outlet more immediate and less demanding than going to a confessional, when they know they have wronged and are feeling guilty. All with the added bonus of being socially impersonal.
I look at this phenomenon as the sales equivalent of “slacktivism“.
I came to learn about this from a rep I am working with. He highlighted that a prospect had missed a scheduled call, one agreed to during the last meeting, invite accepted, and specific to the deal at the time. When he called as scheduled, he did not get a response. But the very next day the prospect in question “endorsed” said sales rep for two sales related skills on LinkedIn. Brad thought this just to be a coincidence, but saw it happen in other instances. He mentioned that he met someone at an industry event, the usual “ya, this is what we are looking for, definitely give me a call.” Follow up – no response; a few days later, follow up – no response, voice mails left on both calls, with return number. Lo and behold, a couple of days later, a LinkedIn endorsement.
I have always been flattered when I get LinkedIn endorsements, making a mental note, occasionally reaching out, but never looked for the coronation Brad mentioned. But, since it was brought to my attention, I have seen that I too have been a victim of this “social confessional”, a cleansing of guilt brought in when folks don’t follow through on commitments.
I say “social confessional” for two reasons. First, as people use social outlets to communicate things in a way different than the past, it only makes sense that it would creep into their communication of their guilt for not following through on their commitments, and in to their communication with whatever deity they hide behind when they mess up. So why make the trek down to the local church, just give them three endorsements, a “social” form of three Hail Mary’s and a candle. “It’s not like I ignored you, dude, in fact I endorsed you, three times man, let it go.”
The second reason, well, these days you stick “social” in front of any old thing, and it’ll just seem hipper.
So Catholic, or not, even atheists, can now endorse and move on with their day, without the bother of being accountable for their commitments. The Church can learn something here.