Companies are being pressured into the whole social media thing from lots of angles. They’re reading about it in mainstream press more often. Their PR agencies are asking them about it. Hell, PR agencies themselves are being pressured into getting into social media and social networking. But what does it mean? Where should one start?
I’ll break these five ideas out over a few posts, but will give you the whole thing in one tidy downloadable file when they’re all completed. Fair? Here goes the first one:
Separate Software from Motivations and Process
First, break the chain between social media and social networking being specifically about the software. If I were introducing elements of social media into an organization, and I will be doing this again very shortly, I’d start by explaining WHY one bothers to do this in the first place, WHO one might reach in the space, and HOW one might use these tools to listen better, have two way dialogues, and collaborate creatively.
One way to help organizations understand is through finding case studies. Superstar authors Geoff Livingston and Brian Solis provided an entire section of case studies to accompany their excellent Now Is Gone, a primer on new media for executives. It’s a quick read, and inexpensive enough that you can buy a copy without expensing it.
In fact, pick up a copy to share with your team:
UPDATE: The next 4 posts will be:
- 5 Starter Moves - Listening and Hearing Come Before Speaking
- 5 Starter Moves- Should Blogging Go Next?
- 5 Starter Moves- Audio and Video
- 5 Starter Moves- LinkedIN Facebook and Twitter
Watch for another today, and 3 more over the coming days.
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I agree that it’s more important to make it about the Who and the Why and the How, rather than the specific software. The temptation for decision makers who don’t really get social media is to think that it’s just another widget or another campaign. Thinking this way up front tends to divorce us from thinking about the “because effect” of what social media / networking can do for our companies.
In other words, it’s incumbent upon us to ratchet up the level of discussion to broader questions (how we want to interact with customers, who we should include in what kinds of conversations, etc.) rather than just making “Implement Software X” another task to do or another line item on a budget.
Good points Chris, and i agree that the case study approach is vital to persuade and inform.
I also use what I term PASS in such situations. PASS is an acronym for Problem, Assimilation, Solution, Success.
P Define the Problem
A Describe how it was Assimilated (Or Assessed)
S Describe the solution
S Show how it was a success
For example: Problem was - not enough comments on the blog. Assimilation - Chris looked at the lack of comments. Solution - He twittered about how few comments he had on his blog, and Success - here’s a comment!
What’s interesting to me is how often these social media conversations originate with marketing departments rather than with PR.
But you’re right. The objectives have to come first, otherwise it’s impossible to know which audience to address, how to participate in the conversation and most important, WHO from within the organization will be responsible for owning this role.
Really like David P.’s “P.A.S.S.” acronym and plan on using it liberally in my travels! Thinking however that I prefer the “A” to be Assess vs. Assimilate. To my brain, assimilate is how we actually implement the solution into the current systems. Given my name and obvious affinities to screen and tv shows,
“You will be assimilated”
is not the same as
“Hey, we’re the Borg and we’re going to assess whether or not your okay enough to become a part of the collective”
:) Heh, “Resistance IS futile” you know!
And I agree that CB’s use of twitter was smart, though the simple use of twitter tools from Alex King would tweet all of his new posts automatically, without the the author possibly coming across as a little needy! Or just be patient until the RSS feed gets in front of our eyes!
I hate those auto twitter post things. I try to make my posts just a little more conversationally relevant than just pointing to a link.
But yes, today, I sounded needy. : )
I done lots of trainings over the past 15 years on that topic of separating motivation and process from software - mostly nonprofits.
Some traces of the curriculum that you can find online:
http://spiderschool.org/
Most specifically, I built a webquest “Are You Ready for A Technology Plan?”
http://spiderschool.org/workshops/kit_buffalo_01/ready_webquest/index.htm
More recently, I co-authored a guide for nonprofits how to fund and cost ICT
http://www.icthub.org.uk/publications/How-To-CostFund-ICT_web.pdf
which is all about looking at the value and processes versus the tools (software and hardware)
The earlier version of that was from a curriculum I create around 2000 - on strategy tech planning for nonprofits at Summit
http://www.summitcollaborative.com/cwpm.html
On your specific goal here … what’s needed is a logic model for listening ..
gotta run
I wonder what happens when one of those big companies lays someone off? what happens when an employee is fired, perhaps for something they didn’t feel was justified?
Will social media come back to bite that company on the ass or perhaps it serve as a way for the employees to keep the company honest?
Will we end up with ’scab lists’ of employees who replaced older employees simply because they can do the same job for less money and benefits?
I really like the idea of separating software (tools) from processes. Focus on the way interactions online and offline take place…the tools just facilitate this.
I agree w/ Tim Walker..many focus on “things” - widgets, apps, etc… and lose sight of the true value of the process of using them can generate.
Daz: I think that social media can provide a real, human, and, most importantly, trustworthy face to the company. Honesty and transparency in good times and bad helps. People have a huge ability to get past mistakes if the org takes the right corrective action in a timely manner and communicates that in an interactive community forum. Things aren’t always easy, mistakes and bad decisions are made, but it’s how you respond to those matters a great deal.
Diggin’ P.A.S.S.