12 Rules For Bringing 'Social' To Your Business - 0 views
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But for most of us to really get strategic value from social business, we'll need to understand the ground rules. In other words, let's ask and answer the tough questions in making this transition: Are social business activities generally better than non-social business activities? How does having a social business help the bottom line and the long-term health of an organization? What, in the end, does "taking a business social" really mean?
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the transition to social business is about involving and engaging people far more than it is about picking a technology or building the infrastructure.
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There is no simpler or more effective way to build the connections and your social business fabric than creating conversation.
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But sitting back and waiting for the world to involve your business in what they do is just no longer an option. Too often, they will just go off to the communities that have already engaged them and that will be that. "Experience share" is your new measure of success, meaning the amount of time that the world interacts with you socially.
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As I said then, "communities exist to serve the needs of their members" and themselves second if they intend to have a successful long-term relationship, as in most human relationships.
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Social business doesn't mean we throw open the doors to everything automatically as a public process either. But we are usually so far in the other direction that a step towards this is just the right medicine right now.
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Social analytics, however, are already here and this story is about individuals anyway. If workers aren't measured by how effective they are at creating value on the network, they will just focus on what they are measured on to get their recognition, raises, and promotions. This is a complex subject that will often have very different ground rules for different organizations.
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Do not use social channels for traditional push communication. Classic examples: Don't use online communities for distributing press releases, product literature, PR, or spokesperson canned messages.
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Censorship kills participation. Nothing will stop a social business in its tracks faster than inappropriate censorship.
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But nothing will remove you from the world of social businesses faster or more effectively. Honest, open conversation is always the better choice and is truly valuable in its own right. Respond to criticism constructively and quickly.
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If you are working closely with customers, partners, employees using social tools (as well as people are potentially want to be in one of those three groups) the more you do it, the more it will seem as if there is one cohesive community.
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Where one gets a paycheck and what organization's name is on a business card is less important than the fact that everyone is getting more value than if they were doing things in a non-social way.
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Everyone involved in a social relationship must get something out of it or there's no reason for it.
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Being social for it's own sake may generate downstream value accidentally but social businesses will often have a long list of intentional reasons they are being social.