By: Claudio Alegre

I normally do not trend in favor of extreme dichotomies. I believe that polarizing what should be balanced is divisive and myopic when truly searching for solutions to today’s challenges.

Substance and Style have always been somewhat related to each other and I have a feeling that’s not going to change anytime soon.

But here is the thing, If I were to ask the question:

Is Social Media today more about Substance or Style?

Without excluding either one, cause you can’t, which one do you think currently predominates or should predominate over the other?

Defining Social Media is important. In a nutshell, I believe SM is a tactic within your overall strategic approach. Make no mistake about that, the overall goal is to capitalize regardless of what kind of currency you do that in. Whether it be social currency, going viral with an idea, emotional connection, or plain old mula$.

I mentioned Twitter as part of this post’s tittle and here’s why.

Twitter as a disruptive technology has forced us to be efficient and more precise in the way that we deliver a message or link to a message. As a social tool, Twitter will continue to play its role in this evolutionary phase of human communication and interaction. However being substantial more so than stylish is a major key in being effective in getting your message across.

Why?    Because if its true that markets are about conversations then your pitch better be substantial, you can deliver it with style, sure, in fact you should, just don’t dress it up unless you have a reason to.

It will be difficult to smooch or style your way into a community without bringing  something of value, a contribution that others could really benefit from. Digital and Social charisma always helps, but it’ll only get you so far.

Communities are smart and they can detect bullshit better than a polygraph. They are however also understanding of online and business economic realities. In the final analysis, we all know why we use Twitter and other SM tools. It’s all in your delivery and your willingness to be socially MRId while telling your story to others from a fun and beneficial angle.

Some people, especially celebs can get away with only style, but they have always been followed regardless of whether they have something to say or not.

You see,  we are not in control, the mob is. She’s fickle, moody, sometimes just and sometimes unjust. All we can do is our homework and stick to our core values while getting our message out there. You may not be popular at times but you might earn some respect, and respect has always preceded popularity until you loose it, only to perhaps become popular again but for all the wrong reasons.

So tell your story and if you can look good while doing it great!

Just remember that it’s mostly substance and not style, the reason someone subscribes and keeps coming back to read your stuff!