Trying to quickly convey the essence of social networking is similar to making reference to a crazy relative. As soon as you mention your wacky Uncle George, heads nod in universal recognition as if we all know him, but when explaining his quirkiness it takes a while. So I found a recent blog posting from the head of social media at Ford Motor Company, Scott Monty, to be particularly pithy. In his “Social Network Shorthand” post (http://www.scottmonty.com/2009/03/social-network-shorthand.html), Monty points to the “triumverate of social networks – Twitter, Facebook and LinkedIn.” In describing the uniqueness of each platform, Monty states: “LinkedIn is the business meeting; Facebook is the hallway conversation; Twitter is the cocktail party.” This is a colorful characterization and an apt suggestion of how each of the social media Big 3 plays a distinct, yet complementary, role.

One of the implied messages in Monty’s assertion is that there is an undeniable and overwhelming need for all of us to be heard in every facet of our lives – at work, in the lunchroom, at home and certainly among friends. The inherent value of social media is not that it gives us license to talk. Mankind has been capable of communicating since those GEICO guys starting etching out messages on rock walls way back when. But unless somebody meandered past those walls after a long night out at Cro-Magnon Bar, the communication was left unattended. No, the ultimate gift that social media bequeaths is the chance to truly connect (i.e., be heard). Many of us have witnessed this phenomenon first hand as we reconnect with high school and college classmates that we haven’t seen for years. While the process may bring bad memories of the dozen girls that were all coincidentally “busy already” when you asked them to the Prom, it is a rather remarkable feeling to knock on the door of old friends in such an unimposing manner AND then have them invite you to cross their digital doormat.

It is with this notion of connecting – and reconnecting – that Mentus happily introduces Proof. With Proof, we are not simply trying to further populate the blogosphere. Our objective, rather, is to provide our clients, colleagues, associates and friends with a means to be heard. We are pretty good at the talking thing (some would say, too good)… now we want to create and stimulate a meaningful dialogue with you. We’re here to listen, to learn, and, yes, to laugh with you. So while we like to think that Proof is a different kind of Blog, that difference will only be manifested if we can persuade you to play a substantial role in shaping it with your feedback, input and perspective.

We’re eager to hear from you. And in advance, thanks much for giving Proof a closer look.

Enjoy…