It’s Not the Technology, It’s the People

Over the past three days, I have been reading the children’s series, The Hunger Games.  And, I must say that I have enjoyed every part of it.  But, it got me thinking.  A lot.  About government, about people, about life.  But more importantly for this article, about technology.

For those who are unaware of this incredible series, The Hunger Games takes place in a future where North America has been decimated by floods and earthquakes, as well as war.  North America is now divided up into 12 Districts, and one Capitol City, which is the governmental seat.  The 12 Districts each provide the Capitol with resources necessary for their survival.  Important to the story is that District 12 is the coal-mining district, and yet the residents are starving, since Capitol City provides nothing in return.  These districts were formed after a rebellion against the government, and after the war was over, the residents were forced to live under the rules of the “Treaty of Treason”, which provided that every year they would have “The Hunger Games” where 2 residents from each of the 12 districts would compete to the death, until one winner remained.  Oh, and these residents were all between the ages of 12 and 18.  It was punishment for the rebellion.

Now, this isn’t a book review (although I say GO READ THEM NOW!).  It’s a discussion about technology.  And people.  The residents of Capitol City live wonderful lives, having everything they want, from the ability to heal any wound to continually changing the way they look.  There are hovercrafts that have cloaking devices, and the ability to build structures that are amazing.  They have immense technology.  But they revel in the Games.  They look forward to them.  They watch the players’ every move.

It’s the people, not the technology that the book is about.  As the Hunger Games progress, and the kids are suffering, the Game Keepers use technology that is totally science fiction to us, and it gets completely lost to the reader.  It isn’t important.  You are only focused on the strife and danger that the players suffer, in the man-made arena.

The same goes for social media.

It’s not all about Facebook, Twitter, Foursquare, Pinterest, and LinkedIn.  It’s about the people you are connecting to through these platforms.  You could master any one of Image representing LinkedIn as depicted in Cru...them, but if you are not connecting with your audience, you are wasting your time.

I don’t mean increasing your “likes” or “followers”.  I mean actual connecting.  Reaching out to your audience, asking questions, and really caring about the answers.  Finding out what’s in your client’s mind, what are they looking for.  And then providing it.  Regardless of whether it’s your product or service.  That is real connecting.  That is going above and beyond expectations.  You should be getting lost within the “tool”.  Don’t focus on Facebook, focus on the people that “like” your page and the ones that are commenting and responding.  Talk to them.  Engage with them.  Forget all about the tool.

It’s not where you share, but how that matters.  It’s not the technology.  It’s the people.

Let me know about your way of sharing.  Oh, and if you want to talk about the series, feel free (although I haven’t finished Mocking Jay, yet)!


Craig E. Yaris is the owner of EsquireTech Solutions, which helps small business get found on the social web, whether through Facebook, Twitter, or LinkedIn, he can both teach you the effective use of any social network or act as your social media manager, enabling you to reach your clients where they are and when they want to hear from you.  He can teach your organization the social media best practices that can help you use the tools of today to cost-effectively increase your bottom line.  EsquireTech Solutions brings the social web to your business.  Visit EsquireTech Solutions or call 516-495-9107.



  1. Frank Zappa used to say that necessity is the mother of invention, and it’s true.
    Except these days the ones who chose not to implement solutions usually benefit by the lesser qualified, but more profitable alternatives.

  2. camountain says:

    Content is truly king and without providing information that entices, entertains, and engages your audience, you will not see any growth in your audience no matter what the medium.

  3. I wonder what would happen if all technology vanished tomorrow. Having to actually talk to people in real life; that would be something new ;-).

  4. Yes, not the technology, but people. Yet, in terms of social media, size does matters. About five or six years ago, I had a debate on LinkedIn on why should we connect with strangers. One camp holds that they only connect with people they knew, and applied IDK – I Don’t Know to all other people.

    Yet, my argument is that you’re putting a cap on your vision and your development. For example, do you know everybody when you first step in a kindergarten, an elementary school, a high school, or a college. If you do not know them, you’ll not talk with them or sitting on the same table? Naturally, you learn and play. Friendship grows.

    However, connection is only the first step. Here, people matters. You need follow up with engagement and find out who could grow with you – in terms of friendship and business. Do not afraid of connecting with people. Do follow up with meaningful engagement.

    • I couldn’t agree more. I know many people that use the “IDK” policy on LinkedIn, as well as on Facebook.

      I err on the other side. I never know when I could help someone, so I accept all connections.

      I love your analogy of school. The same could be said for any networking event. Do you only attend events where you know everyone? On-line relationships grow the same way that in-person ones do. Through engagement and involvement.

      Thanks for the comment!

  5. I agree with you Basil, that it’s not about technology but what people do with it that matters!

    Take brilliant Google initiatives like Buzz and Wave, both technologically outstanding but in a certain sense, they failed to attract people.

    There is a magic with people that technology alone cannot handle, I think!

    Thanks Basil for sharing this blog!

    Have a great weekend!



    • Thanks for the comment, Lucas.

      I agree with you, that the best technology won’t necessarily work if no-one comes. I had a Wave account almost immediately, and it never went anywhere, since there was no-one else on the playground.

      The same goes for Facebook, Twitter, and LinkedIn. The minute we stop playing nicely, we won’t have anyone to play with.

      Thanks for the comment!


  6. Very true. This is what some folks on EA seem to forget, EA is to socialize not merely a virtual trading platform. Even when accepting missions we should take some time, read , support and understand what the mission creator is actually doing. In the end what matters the most is the engagement with people.

    • I just started using EA (Empire Avenue), and am currently only using it to buy and sell, but you are absolutely correct. No matter what the platform, we should take the time to learn about the people.


  7. I’ll have to look into the book series.
    I can best analogize (I’m gonna have to look that one up…I was amazed spell check didn’t tell me analogize wasn’t a work) the thoughts of your post with my experience with Empire Avenue.
    Some of my colleagues will see me on EA and can’t understand why, and tell me I shouldn’t bother. Additionally I constantly come across the following statement on blogs comment. “It’s only a game” These situations makes me laugh as I can only imagine these individuals as 7th grader who is attacking 4th graders to make a name for themselves with the 8th graders.
    I can talk to them to the point of collapse about the individuals I am meeting, the information I am learning that I probably would never come across, Information that I would have had to pay for at some point…..but to them it will only be a game.

    Additionally, as once was said to me……Love your message, not your platform.

    • Thanks for the comment. Definitely look into the book series. Really enjoying it.

      The same can be said of Foursquare. It is only a game, but it lets me know when my friends are local, so we can meet face-to-face.

      It is all in how you use the tool, not the tool itself.

      I like your last line, “Love your message, not your platform.”

  8. Well I really had to stand on line for this one. I am glad there was room left for me to comment on your article about the fascinating books and the story behind them. I agree completely that both the computer, the programs and applications that can be used are just a means to an end not the end. People are what it is meant to be all about. I have many virtual relationships and it is always a treat when I have a chance to meet and connect with those people in person. it is an extra treat. It is great to have the technology but we must never forget that it is about people not about the machinery. Thanks for an inspiring and thought provoking post.

  9. Nice article Craig,it really is about real people with real need and if you are not filling their need in some way that attracts them,it is just a waste of time and bandwidth.

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