Some brands, businesses, people not only love Social Media but they thrive in it and others say Brands, Businesses, People Don’t Get Social Media Because It Gets Themthey don’t get it or they don’t have time for it. The ones that thrive in Social media, enjoy and leverage the reach it gives whereas the ones that don’t get it, hate others’ reach into their space.
Space, focus and role are 3 critical parameters that can help companies get Social media
1. Space: Social media is seamless, don’t create borders:
The Social media concept of openness, collaboration with a wide range of people is not staying outside the organisation, it has already reached inside few organisations, in the name of Enterprise Social networking tools such as SAP Jam, Yammer etc. These web based platforms help employees collaborate with each other across the enterprise, breaking all barriers, silos. According to ‘Research and Markets’ the Global Enterprise Social Networking Software market to grow at a CAGR of 51.94 percent over the period 2012-2016
Coca-cola: On New Year’s day 2010, three ambassadors in their 20’s set out on their Expedition 206 campaign and achieved the strongest global marketing integration ever. They visited 206 countries over 365 days to ‘generate happiness’ and published it on social networks. This enabled 3500 coca-cola marketers around the world to leverage and run local programs.
2. Focus: Social media is timeless, don’t be short-sighted:
Issue is – Social media is the new email and much more! Think about building a brand, running a business, leading people and all this without using email -hard? Social media just made it harder or easier, depending on your position and intent. Social media programs cannot only be about interactions, it’s also about business and brand direction, validation and continuous value creation.
Companies such as coca cola turned their corporate webpage into a digital magazine with opinions, infographics, stories by people, thereby opening up their organisational boundaries on website to co-create content and customer programs.
3. Role: Social media team members are your future customer behavior strategists, don’t make them work in isolation:
Frank Herbert once said ‘Without change, something sleeps inside us, and seldom awakens. The sleeper must awaken’. And Social media does precisely this; it awakens the company-customer ecosystem.
With the rise of Customer Experience Management, current social media team members can play a key role in customer behaviour programs. The experience of mobilising and leveraging masses outside and inside the company gives an edge to the social media team in terms of picking up new trends across opportunities, sale, service and customer satisfaction.
Culture has emerged as a core competitive differentiator as it has a multiplier effect in effectiveness and efficiency in todays’ socially connected world. Companies that are really old fashioned with a command and control mindset can be exposed by aggressive campaigns from competitors, customers, arbitrators. And when such members get the companies, it’s difficult for companies to come up with a plan when they are in a panic mode.
Get social media, before it gets you – when it’s inevitable, why evade.
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