I wrote a while back about social media and culture shift. I continue to believe that the biggest obstacle to social media adoption and integration is a culture shift, not an operational one.
But there’s a subtle point to be made.
The culture issues that exist in these companies have been years – even decades – in the making.
So, social media didn’t cause the culture disparities. They’ve been there all along. But the new expectations for responsiveness, accountability, personality and human focus as a result of the potential and visibility of new communication have put a big, fat spotlight on where those values are missing.
Social media may be part of the indicator, folks, but it’s not the issue.
Change is.
And change isn’t instant, nor is it usually easy. We’re not really asking for companies to embrace social media. We don’t really care if they’re on Twitter or blogging. Those are just details.
What we’re asking is for them to take a good, hard look at why they’re doing business, for whom. We’re asking them to communicate better, more clearly, more genuinely. We’re asking them to spend the effort to rework the way they do business to make customers feel like they give a rip.
Social media is just the soapbox we’re using to ask for that change.
The road to hell is paved with good intentions, of course. I’d be willing to bet that hundreds of businesses that we would identify as not putting their customers first will tell you all day long that yes, indeed, that’s what they aim to do. It’s the rare, ruthless business that would say they truly don’t care about people (and if that’s the case, we can’t help them anyway).
But what we’re NOT doing well – collectively – is really illustrating the disconnect points where organizations’ expressed positive values don’t line up with the way they do things at a functional level.
We’re telling them to get on Twitter, but we’re really asking them to have more immediate and responsive customer service channels because their call center is a nightmare to navigate.
We’re telling them to blog, but what we really want from them is to understand more about the people behind their business, and what they’re thinking and feeling and doing, and feel like they really want to share those things with us.
I’m getting hungrier and hungrier for the next phase of this blog, because that’s where it’s all focused. It’s discussion with all of you about how to communicate, architect, and implement change. Big and small. Operational and cultural. Social media is one of the vehicles, but what we’re really focusing on is far, far more fundamental than that.
It’s down at the roots of these businesses, and in the minds of the people that have build them. It’s in the intent, the approach, the thinking. That’s where the pivot point is.
The challenge for us is to get thoughtful and articulate about what we’re really asking for. There may not be a one-size-fits-all approach to creating change, but we sure as hell can do a better job of cutting some clearer paths through the jungle that aren’t regurgitating the same old generalized rhetoric.
I’m committed, and ready to tackle the tough stuff. Are you with me?
Signed up and on board, yo! 😀
Signed up and on board, yo! 😀
Amber, I could not agree more! Thanks for putting the technology in the human context where it belongs. From a branding perspective, I believe that a brand’s strength can be its biggest weakness because it creates a false sense of stability in a fluid social media driven market where change is not just constant, it is currency.
Amber, I could not agree more! Thanks for putting the technology in the human context where it belongs. From a branding perspective, I believe that a brand’s strength can be its biggest weakness because it creates a false sense of stability in a fluid social media driven market where change is not just constant, it is currency.
This post provides a great insight that I never directly considered before reading this. Social media – consumers’ plea to building stronger relationships with companies and organizations – is a revolutionary idea. When it comes to social media, companies need to recognize the needs, wants and desires of their consumers. After all, the social media that companies choose to embrace is primary for their potential and current consumers, right? They are supposed to be anyway. In order for consumers to want to build a relationship with a company, social media needs to be utilized with the client always at top-of-mind. Instead of “talking at” consumers through the social media, companies should be “talking with,” “engaging” and “interacting” with those interested clients to find what they ultimately want. Again, great post. Creative perspective. Definitely a topic that sparks conversation and opinion (and those are the best kind if you ask me!).
MOS Website: http://www.moscreative.com/
MOS Blog: http://blog.moscreative.com/
This post provides a great insight that I never directly considered before reading this. Social media – consumers’ plea to building stronger relationships with companies and organizations – is a revolutionary idea. When it comes to social media, companies need to recognize the needs, wants and desires of their consumers. After all, the social media that companies choose to embrace is primary for their potential and current consumers, right? They are supposed to be anyway. In order for consumers to want to build a relationship with a company, social media needs to be utilized with the client always at top-of-mind. Instead of “talking at” consumers through the social media, companies should be “talking with,” “engaging” and “interacting” with those interested clients to find what they ultimately want. Again, great post. Creative perspective. Definitely a topic that sparks conversation and opinion (and those are the best kind if you ask me!).
MOS Website: http://www.moscreative.com/
MOS Blog: http://blog.moscreative.com/
The tools that connect us have dramatically impacted the way we communicate and to me it’s like the synapses are beginning to connect 🙂 if we look at the human body with it’s 50 trillion odd cells (and counting) the communication there is open transparent and ubiquitous. It needs to be, as the whole idea of communication in the body’s ecosystem is to keep it alive and more importantly healthy, when that breaks down illness follows.
We need to embrace the idea of functioning like a healthy ecosystem as opposed to a disconnected fragmented world. The “us – them” thinking must go. I think all of us, (businesses included), need to learn how to live as part of a healthy ecosystem where transparency, openness and authenticity and respect are the currency of the day.
The tools that connect us have dramatically impacted the way we communicate and to me it’s like the synapses are beginning to connect 🙂 if we look at the human body with it’s 50 trillion odd cells (and counting) the communication there is open transparent and ubiquitous. It needs to be, as the whole idea of communication in the body’s ecosystem is to keep it alive and more importantly healthy, when that breaks down illness follows.
We need to embrace the idea of functioning like a healthy ecosystem as opposed to a disconnected fragmented world. The “us – them” thinking must go. I think all of us, (businesses included), need to learn how to live as part of a healthy ecosystem where transparency, openness and authenticity and respect are the currency of the day.
Amber I am on board with you. You have pointed out quite a few hardline principles that anyone who has dealt with change has stared down or ran away from. It would seem people just struggle with change, I am amazed when FACEBOOK does an update, all the posted wailing that ensues; in that small representation of change!
Over the last year I have dear friends who are executives in corporations, morally convicted over corporate principles in responding to our economic crises. Companies value profit margins over customers, employees, and processes time and time again. So while employees are saddled with heavy work loads; companies can still keep their profit margins intact.
But one day they will begin to see that it really is about providing a superior service to their customer. I am confident.
Amber I am on board with you. You have pointed out quite a few hardline principles that anyone who has dealt with change has stared down or ran away from. It would seem people just struggle with change, I am amazed when FACEBOOK does an update, all the posted wailing that ensues; in that small representation of change!
Over the last year I have dear friends who are executives in corporations, morally convicted over corporate principles in responding to our economic crises. Companies value profit margins over customers, employees, and processes time and time again. So while employees are saddled with heavy work loads; companies can still keep their profit margins intact.
But one day they will begin to see that it really is about providing a superior service to their customer. I am confident.
Excellent points, all. What’s old is new. Marketing 101. For that matter, Business 101. Find a need and provide a solution better, more efficiently than anyone else – at a profit. That’s always been the formula. How the collective “we” have determined “needs”, communicated our “solution” and even our definition of “profit” has changed over the years, the former two quite dramatically.
You’re right; there is not one size fits all “how-to” manage this change internally because no two companies are exactly alike. You’re also right, that there are a few common steps that can be taken to begin on the right foot. With that comment, I’ll reference your recent post “How to Connect the Dots”.
Step #1) It has to start at the top. Before any change can take place in ANY organization –
A) the top of the chain has to acknowledge that change is needed and
B) the top of the chain has to support the person/people put in charge or leading that change.
Nice post.
.-= Lynnelle´s last blog ..Facebook for Business? I’m amazed it’s still a question. =-.
Excellent points, all. What’s old is new. Marketing 101. For that matter, Business 101. Find a need and provide a solution better, more efficiently than anyone else – at a profit. That’s always been the formula. How the collective “we” have determined “needs”, communicated our “solution” and even our definition of “profit” has changed over the years, the former two quite dramatically.
You’re right; there is not one size fits all “how-to” manage this change internally because no two companies are exactly alike. You’re also right, that there are a few common steps that can be taken to begin on the right foot. With that comment, I’ll reference your recent post “How to Connect the Dots”.
Step #1) It has to start at the top. Before any change can take place in ANY organization –
A) the top of the chain has to acknowledge that change is needed and
B) the top of the chain has to support the person/people put in charge or leading that change.
Nice post.
.-= Lynnelle´s last blog ..Facebook for Business? I’m amazed it’s still a question. =-.
Amber, insightful post. (You’re writing like Seth Godin–a compliment). I read where 90% of our business problems would go away if we knew our customers better. I recently join the Third Tribe–a movement for business owners who are tired of the internet hype and still wants to make a living doing good things with people.
.-= Al Hanzal´s last blog ..What is Business Freedom? =-.
Amber, insightful post. (You’re writing like Seth Godin–a compliment). I read where 90% of our business problems would go away if we knew our customers better. I recently join the Third Tribe–a movement for business owners who are tired of the internet hype and still wants to make a living doing good things with people.
.-= Al Hanzal´s last blog ..What is Business Freedom? =-.
Great insight! Social media might actually change the world. lol I really hope it will. It all depends on us.
Alice
Great insight! Social media might actually change the world. lol I really hope it will. It all depends on us.
Alice
You hit the nail on head, being authentic is the effectively using social media to influence people. Well done!
You hit the nail on head, being authentic is the effectively using social media to influence people. Well done!
We’re with you. The shift is more about the depth of your connections and relationships and less about how many people you can reach. We need to show how to build the bridges not just talk about needing one. Thanks for all you do.
We’re with you. The shift is more about the depth of your connections and relationships and less about how many people you can reach. We need to show how to build the bridges not just talk about needing one. Thanks for all you do.
I’m very much looking forward to this next phase you mention. It seems that a lot of us are stuck right at the edge of this precipice you’re about to show us how to negotiate. It all begins with acknowledging the gap. 😉
I’m very much looking forward to this next phase you mention. It seems that a lot of us are stuck right at the edge of this precipice you’re about to show us how to negotiate. It all begins with acknowledging the gap. 😉
I’m often asked by clients to explain the newest “technique”, as if there is a quick fix to improving their business, but you’re so right Amber by pointing out that behavior and core beliefs are what companies really need to address. There’s no technology substitute for authenticity and relationship.
.-= Global Patriot´s last blog ..Sustainable Winegrowing – LangeTwins Winery =-.
I’m often asked by clients to explain the newest “technique”, as if there is a quick fix to improving their business, but you’re so right Amber by pointing out that behavior and core beliefs are what companies really need to address. There’s no technology substitute for authenticity and relationship.
.-= Global Patriot´s last blog ..Sustainable Winegrowing – LangeTwins Winery =-.
In 20 years or so, we’ll look back and see the ‘mistakes’ we made. I think we’re doing fine, but we need to be realistic with our goals.
Not everyone still gets email – so trying to crowbar SM into the Org is too much.
but… when the 20somethings become 40somethings then it will the norm and another digital revolution will start.
In 20 years or so, we’ll look back and see the ‘mistakes’ we made. I think we’re doing fine, but we need to be realistic with our goals.
Not everyone still gets email – so trying to crowbar SM into the Org is too much.
but… when the 20somethings become 40somethings then it will the norm and another digital revolution will start.
Social media evangelists (I count myself among them) have a bad habit of providing the prescription before the cure. Let’s be honest: it’s partially because we’re nerds.
We love social media partly (not ENTIRELY, but partly) because we love technology. And technology lovers get so excited about riding the cutting edge the often forget why they are there in the first place.
However, I don’t think the big problem is “illustrating the disconnect points,” pointing out all the holes in the leaky dam. Let’s not overcomplicate this. It’s a more positive (and fundamental) challenge: finding the common ground between authentic brand strategy and social media. Getting back to the roots of the business, as you put it.
Love your blog. 🙂
Max Pfennighaus
ACD Interactive, ISM
@mxpf
http://ismboston.com
.-= Max Pfennighaus´s last blog ..It’s a Dialog, Not a Lecture =-.
Social media evangelists (I count myself among them) have a bad habit of providing the prescription before the cure. Let’s be honest: it’s partially because we’re nerds.
We love social media partly (not ENTIRELY, but partly) because we love technology. And technology lovers get so excited about riding the cutting edge the often forget why they are there in the first place.
However, I don’t think the big problem is “illustrating the disconnect points,” pointing out all the holes in the leaky dam. Let’s not overcomplicate this. It’s a more positive (and fundamental) challenge: finding the common ground between authentic brand strategy and social media. Getting back to the roots of the business, as you put it.
Love your blog. 🙂
Max Pfennighaus
ACD Interactive, ISM
@mxpf
http://ismboston.com
.-= Max Pfennighaus´s last blog ..It’s a Dialog, Not a Lecture =-.
Love that post! Great job at keeping it real Amber. Wish I had more time to respond. I could write all day on saying what you really mean and the human nature that is behind the migration online. Are we communicating to the best of our ability? Telling people what we’d tell ourselves to grow our companies? Not always. How much of the owness falls on the client to be educated. Time will tell as online life becomes the norm and not the exception. Keep up the good work!
Love that post! Great job at keeping it real Amber. Wish I had more time to respond. I could write all day on saying what you really mean and the human nature that is behind the migration online. Are we communicating to the best of our ability? Telling people what we’d tell ourselves to grow our companies? Not always. How much of the owness falls on the client to be educated. Time will tell as online life becomes the norm and not the exception. Keep up the good work!
amber. if you ever go to a traditional market?, I saw a business in the combine with a value of social media. in my country (Indonesia), we have a story, first native easily meet strangers by trade. their trade and they know each other and the culture was
changed.
.-= rososusilo´s last blog ..List. More Than 10.000 Twitter Who Follow You Back =-.
amber. if you ever go to a traditional market?, I saw a business in the combine with a value of social media. in my country (Indonesia), we have a story, first native easily meet strangers by trade. their trade and they know each other and the culture was
changed.
.-= rososusilo´s last blog ..List. More Than 10.000 Twitter Who Follow You Back =-.