Social Networking. Social Media. Tweets. Facebook. Blogs. Microblogs. Foursquare.
...Terms, technology & communication-modes are converging at breakneck speed. How do businesses make sense of it all? Should they care? Where do they begin?
A meeting along this line today prompted me to post an article we wrote for Strategic Social Networking earlier this year. It's found embedded, below. It takes a look at why businesses do (or don't) use social media - and if they don't, why they should.
What's the "SmartSimple" moral of the story?
Just start. Keep it simple. A few baby steps.
As Guy Kawasaki says, 'If you're building a house, you need a plan before you do so. If you're hiking with a sleeping bag, you plop down your sleeping bag and sleep. If there's a snake, you move".
He's suggesting that Social Media is "sleeping-bag-territory". It's new. It's here. It's here to stay. The point is; it's changing so fast that one cannot "plan" in traditional terms. He argues that the best "strategy" is to start with tactics, i.e., get in - start - and build the plan along the way.
Our SSN article enumerates a thing or two that might help you & your business ponder your first steps:
"Three Reasons Businesses Don't Leverage Social Media (and three reasons
why you should")
I’m sipping coffee in a little coffee shop amidst Cleveland’s Little
Italy, pondering a colleague’s recent question: “Why has business
taken so long to see the value of social networking?” I look
around. The place is packed. Patrons are communicating feverishly – with
people located somewhere else. Texting. Talking on mobile
phones. Clicking on laptops. Our technology tools have become an
extension of our voice and ears, and social media has become part of our
language.
Businesses want to connect with, persuade and sell to people just
like you and me – right? Yet, so many companies fail to embrace the
communication modes so many of us prefer. Why?
1 – Fear (of losing power and control)
Consider the history of the U.S. Postal System. In the 1700s, the
British controlled the colonial postal system. By 1774, the colonists
viewed the royal post office with suspicion. Shortly thereafter, an
alternative mail service was established. The inter-colonial mail
service was the “social media”, the colonists were the “bloggers”… and
those in power (the British) didn’t like it.
2 – Social Media has a bad rep (for business)
Consider the origin of social media. It didn’t start with computers,
but it was born online… the phone line that is. It was known as
“phone phreaking.” Phone phreaks were techies tired of the telecom
monopoly extending sizable charges for long-distance calls. These early
explorers built phone-system tapping devices that allowed them to make
free calls and conduct virtual group discussions. More recent social
media ancestors include Limewire and Napster – through which music was shared.
A number of corporations, telephone companies and record labels look
back on this history often sighting a different word: Stolen.
3 – What’s in a name? Everything.
The very term “social media” conveys images of idle socializing,
gossip and misinformation. If it were referred to as “Critical
Business-Advancement Messaging Networks” businesses would consider it
more popular than the buzzword of the day. This is where NING and others have an upper hand.
Though the name may mean different things to different people; the
design of the solution resonates with business-types. Like Sun
Microsystems said back in the ’90s “the network is the solution.” That’s
what NING conveys: a solution providing user-controlled networks for
specific applications and communities of interest. It implies context
and purpose.
So why should you (and your company) leverage Social Media?
1 – The people you want to hire use it – a lot.
Smart businesses realize that value-creation depends on ideas,
creativity and collaboration. Social media is the mechanism of choice
for many of today’s talented creative innovators. Your company culture
should be friendly to social media (unless of course you don’t
want smart innovators on your team). Have you hired anyone lately
without looking at their LinkedIn profile? Do you know that the top
talent is likely evaluating your company’s social media presence as a
qualifier as to whether they want to work for you (or not)?
2 – The people you want to reach (your customers) use it.
Listen to them.
Angie’s List conducted a survey and found that 58 percent of their
respondents use social media. They consider it a strategic tool for
business development. Social media is a powerful listening system. Sure,
you can ask customers what they want, but they may or may not tell you
what they need. However, overhear them talking with each
other - well then, now you’re getting the straight skinny.
3 – Happy employees = happy customers = revenue + profit
A report called Executive Insights into Enterprise Social Network
Strategy indicated that social media was critical to providing a
work-life balance for employees. Employees don’t operate 9 to 5. Rather,
they mix their personal and work lives. Sure, there’s the risk that
promoting social media could cause distraction during the work day, but
it also promotes work in the off hours. One of our clients learned this
lesson in at least one case. They proudly proclaimed that securing one
of their new clients was thanks to an employee trading Facebook
messages with a friend. Upon closure of that deal, management didn’t
care if the exchange happened during the day, at night, online, in
person, in a suit or in sweats.
- - - Here's another article, written by Money & Risk. It's a great primer:
"A Social Media Primer for Business Executives"
craig a. james | .smart .simple .mobile 2010
Recent Comments