The Ilham Winter 2010

27THE ILHAM A Journal of Contemporary Digital Policy Always choose the lead casket. Look beyond the obvious to discover the substance of social media as part of marketing a web site. JUMP AHEAD 400 YEARS AND LET’S GET FREUDIAN Freud, Carl Jung and other early psychotherapists relied heavily on symbolism to develop their theories of what motivates humans to action.The three caskets that appear in The Merchant of Venice also provided a great deal of insight for Freud. Freud carries on the fascination with the story by building a detailed analysis of the three coffins and arrives at some very interesting conclusions about (1) how we decide (2) consideration of the consequences of our decisions and (3) using logic to see past the obvious to arrive at good outcomes. Choosing based on appearances, like the Prince of Morocco, or choosing based on faulty logic and self-centric interests like the Prince of Arragon, didn’t win the hand of the fair maiden. Instead, Freud examined the three casket analogy and arrived at conclusions that you can apply to your own social media marketing campaign. First, always choose the lead casket. Look beyond the obvious to discover the substance of social media as part of marketing a web site. Second, choose wisely. Indeed, the Prince of Arragon employed a bit of logic in choosing the silver coffin that promised him what he was worth.Well, your pings and posts to social sites aren’t worth anything according to Freud, unless they provide value, i.e., aren’t self-serving. Finally, choosing the least superficial course (the lead casket) also lead to Bassanio’s success, something Freud is quick to point out.The one who saw intrinsic value won the hand of Portia, or in the case of social media,“Bassanios” win followers and build business by using social marketing to benefit others. So what are you when it comes to LinkedIn, Facebook, Naymez and other social sites? Are you’re a Prince of Morocco who only sees the surface value of what’s available? Are you a Prince of Arragon who thinks he’s got social media (and a silver casket) locked up tight. Or are you a Bassanio, who sees the underlying value of a lead casket or a social site like Brightkite?You are if you provide good information instead of constantly hyping your product. Freud uses Shakespeare’s allegory as an example of the consequences to our decisions and points out that those who are able to see substance beyond form, the way Bassanio did, win in the end. So, learn from the Bard and from the father of psycho-therapy. Choose the lead coffin. Choose substance over form in your social marketing. Put the needs of others before your own and keep the objectives of your readers always at the fore front. It worked for Shakespeare’s Bassanio, it worked for Sigmund Freud and it’ll work for you. Choose the lead coffin when it comes to your approach to social media – always. Look for the true value,employ impeccable logic in making your choice and provide your following with substance,not glitter. Be passionate and transparent and seek out conversation and debate. Shakespeare never heard of theW3,but there are lessons to be learned in his writings, and in Freud’s further elaborations,on how we make choices and cope with the consequences of those decisions. So,what category do you fall into when it comes to social marketing? If you recognize the base value,the underlying substance of the lead coffin,you’ll win the hand of Portia and maybe even win great influence. Go ahead and risk it. Shakespeare would be so proud of you.