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As organizations progress through their social business journey, for every believer who had drunk the Kool-Aid and thinks social is the solution for everything, you’ll find a skeptic, who is typically less eloquent, but is probably asking things along the lines of:
Why do I need to learn this “social business” platform? I can’t see the business motivation behind it, it’s all hype and no meat. Our current toolset – email, phone, meetings, SharePoint and intranet – is more than enough for our needs. We don’t need yet another tool to make our work life even more complex.
I confess that, between the two groups, I like the skeptics better, as their questions – when vocalized – keep us all honest and make us think about the actual value of introducing “social” to the workplace. It’s easy to understand why a significant number of people don’t see anything wrong with the conventional ways of handling information and knowledge at the workplace. Ultimately, because information is not visible or tangible, it makes it much more challenging to notice the inefficiencies in processing it.
This Month’s Newsletter
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While I am usually preaching differentiation to large businesses, I have been working with a lot of small businesses lately in my workshops and online courses. Seems like 2012 is the year that a bunch of small businesses decided to get serious about digital. And some of them aren’t always happy about my advice, because their differentiation has always been about their location. If you own a retail store or a local service business, your marketing has probably been lame, but you’ve never had to pay for that before. With digital marketing, you must differentiate or die. Let me explain. more »
Last Month’s Webinar
Yesterday’s monthly Biznology® Webinar was called “Global Search Marketing.” I talked for 30 minutes about how to optimize your Web site for a global audience. Lots of companies have products that can be sold outside their home country, but search marketing makes it easier than ever. Focus on what customers want, what content you need to persuade them, and how they can find it—those three keys will give you search marketing success in any country. If you’ve been unsure of whether you have what it takes to market globally, don’t miss this chance to find out. more »
