At some point during your social business journey, you’ll figure out that being the new kid on the block or having the latest shiny new tool in your communications box only takes you so far. The novelty of today is the legacy of tomorrow. And, come on, “social” is not even that new anymore, so you can’t keep playing that innovation card. After a while, you’ll have to figure out what is the real difference between your social business platform, and all the communications and collaboration products that preceded it, like your intranet web content management system, your corporate wiki, your SharePoint or Lotus Notes, email and telephones. Otherwise, instead of solving a problem, you are simply adding to it by fragmenting the communications framework even further. Unless you can articulate the rationale for “yet another tool” and demonstrate the advantages in practice, your late adopters are unlikely to embrace it, and they will stick to what they are used to. What is the real unique benefit your social platform brings to your organization that you didn’t have before it? (Previous entries in this series: 1. Your choice of social platform does matter; 2. Beware of the social digital divide(s); 3. Metrics – social business friend or foe?)
Yesterday, Andrea Goldberg gave our monthly webinar about how to improve a business’s social media marketing. Do you want to understand how to grow your business and reap the benefits of social business? Do you want to ensure that your social media marketing strategies have the proper organizational infrastructure to succeed? Are you aware of the organizational, cultural and leadership challenges social business brings with it? Do you know what tools are available to make your organization more open, participative and effective? [Read more...]
This is part 3 of the Hindsight 20/20 series (here are the links to Part 1, “Your choice of social platform does matter”, and 2, “Beware of the social digital divide(s)”). This month’s post deals with the thorny issue of relying on metrics to assess the success of internal enterprise social platforms. Are metrics important? If not, why bother? If so, which ones tell you what is really happening? Naturally, full books can be written on this subject, so the modest objective of this post is to zoom in on typical questions that may come up when implementing your social platform.
As marketers we tend to focus attention on early adopters and marvel at the promise of new technologies and the “next big thing”. We believe that the digital revolution has been won, and that with the right digital strategy and great execution, we will succeed. At our fingertips are the tools to enable instantaneous viral and global communications. We can create and curate relevant content and promote the fact that our organizations have multiple ways to engage with key stakeholders. Things should be going very well. [Read more...]
A question I hear often after any presentation about the implementation of a social networking platform at the workplace is: what advice can you give to companies starting their journey now, or willing to reboot their strategy? Well, my first suggestion is that you actually ask that question to a wide variety of practitioners, both successful and not-so-successful, as each experience is unique and not fully repeatable. Having said that, there are a number of items that I do see as key factors that can make a major difference towards a successful rollout. In this series, I’ll be listing a few you may want to consider, no matter if you are at the beginning of your social business odyssey, or in the middle of a pause-rethink-reset strategy. To start the series, I’ll tackle the question: with so many vendors of social platforms around, and all offering similar capabilities at first sight, does it really matter which one you choose?