It’s not about the tools. We all know this, right? We say it all the time. But what do we mean?
If we strip out the tools and look at function over form, what do we find? We start to get at the reasons behind using the tools. The potential impact points. The motivations for them, on both sides of the equation. For example:
Communication and Service
- Faster response or resolution time
- The accountability and visibility of transacting business in public
- Increased ability to track touchpoints
- Connections with names and faces (both for familiarity and accountability purposes)
- Exponential information carrying through networks
- Peer-created knowledge bases
Access and Entry Points
- Direct lines to individual people and personal touchpoints
- Routes to more immediate and more focused/relevant information
- Deals, discounts, and cost savings opportunities
- Insider information and sense of exclusivity
- Meeting in community-determined territory (instead of, say, having to go to the company website to get information or contact)
Feedback and Voice
- Ability to express and distribute an opinion publicly, and with a reasonable expectation that it will be heard
- Increased mechanisms for acknowledgment and action on that feedback
- Gain a sense of contribution to and impact on ideas or decisions
- Ability to vet companies or experiences via unfiltered peer networks
- Ability to vet customers or employees through their online behaviors
- Strength in numbers: collective wisdom, or momentum behind a movement
Creation and Sharing
- Ease of publishing and creating
- More immediate, connected, and free distribution networks
- Platforms and laboratories for thoughts and ideas
- Ability to act as an “insider” to others (through access points above)
- Geographic independence of networks and affinities
- Potentially more significant footprint for niche interests
When you start talking about why people gravitate toward social tools, and then take it a step further to delineate why and when they use them for business versus personal aims (and when the streams cross), then you’re getting somewhere. Then you’re making progress toward mastering what you’re trying to deliver and why instead of fretting over mastering the delivery mechanism itself. You’re focusing on the end, not the means.
In fact, when you’ve really thought through the former, the latter starts to make itself much more clear, and it can adapt to accommodate the inevitable ebb and flow of the technology itself.
I haven’t thought of all of them, of course. Not nearly. I’m just getting started here, but this starts to beg all sorts of questions. As a customer, what do I net by connecting with you online that I wouldn’t get by simply transacting with you and being your customer in the typical sense? As a business, what value am I infusing into the entire customer ecosystem – the moments between the sales – that can I can not only recoup, but build upon for long term growth?
See where I’m going with this? See why this upends the discussion a little bit, and why it might be helpful to start your thinking here? What does this get you thinking about?
image by MASH DnArt
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_e.png?x-id=93d22094-b6f6-4491-ab8f-35f67f77933a)
Great post. This is a really fresh and insightful take on the subject. It’s clear that businesses rarely look past the “buzz” of social media and actually break down the reasons they should involve themselves in this space. Hopefully posts like this will help them pause and think about that.
Great post. This is a really fresh and insightful take on the subject. It’s clear that businesses rarely look past the “buzz” of social media and actually break down the reasons they should involve themselves in this space. Hopefully posts like this will help them pause and think about that.
Do this for the human side too.
When you take away all the accessories, what’s left?
In the Eastern Orthodox church, there’s an interesting meditation that priests are required to do as part of ordination and that all practitioners should undertake: they meditate on all the things God is not. Eventually, freed of their misconceptions, the theory is that they find what God truly is.
What would happen if you stripped away all the pieces and part of who you are, until you arrive at the essence of you, personally, professionally, whatever?
Do this for the human side too.
When you take away all the accessories, what’s left?
In the Eastern Orthodox church, there’s an interesting meditation that priests are required to do as part of ordination and that all practitioners should undertake: they meditate on all the things God is not. Eventually, freed of their misconceptions, the theory is that they find what God truly is.
What would happen if you stripped away all the pieces and part of who you are, until you arrive at the essence of you, personally, professionally, whatever?
Amber,
Great post, per the usual. I just finished writing a paper for my PR Account Management class in my Masters program. In it I was discussing key account management (KAM), or strategic account management (SAM), if you will.
It dawned on me then, and was re-enforced here, that social media is making KAM far easier. You asked as a customer what value do I get by connecting online that you don’t get in the traditional sense? I believe is the ablity to connect far easier than ever before. It’s not about how you connect (Twitter, Facebook, Skype, etc.), but rather that you can connect far easier than in the traditional sense. You can setup a Skype with your account manager without ever having to leave your home/office/etc. Traditionally, you’d have to schedule a meeting, leave your place of employment, go to meeting place, etc. in order to have valuable contact with your account manager. Now, that has become far easier; thereby making the relationship far deeper.
Essentially, that’s the important thing. With social media, it all comes back around to relationships. The tools give us the portal to make far deeper connections that last longer (hopefully). It doesn’t matter whether it’s personal or business related. Deeper, longer-lasting relationships eventually reward you, either monetarily or otherwise.
.-= Jeremy Fischer´s last blog ..Friday Fun: The Daybreak Diaper Fill =-.
Amber,
Great post, per the usual. I just finished writing a paper for my PR Account Management class in my Masters program. In it I was discussing key account management (KAM), or strategic account management (SAM), if you will.
It dawned on me then, and was re-enforced here, that social media is making KAM far easier. You asked as a customer what value do I get by connecting online that you don’t get in the traditional sense? I believe is the ablity to connect far easier than ever before. It’s not about how you connect (Twitter, Facebook, Skype, etc.), but rather that you can connect far easier than in the traditional sense. You can setup a Skype with your account manager without ever having to leave your home/office/etc. Traditionally, you’d have to schedule a meeting, leave your place of employment, go to meeting place, etc. in order to have valuable contact with your account manager. Now, that has become far easier; thereby making the relationship far deeper.
Essentially, that’s the important thing. With social media, it all comes back around to relationships. The tools give us the portal to make far deeper connections that last longer (hopefully). It doesn’t matter whether it’s personal or business related. Deeper, longer-lasting relationships eventually reward you, either monetarily or otherwise.
.-= Jeremy Fischer´s last blog ..Friday Fun: The Daybreak Diaper Fill =-.
Good read Amber. I was thinking about the very first point and was set to question the idea of “faster response & resolution time” in consideration that is it really about “speed” or is it about being able to gain access on specific comm-channels of choice such as mobile. But then as I began trying to rationalize that, it really is about speed, not necessarily about get this done for me as fast as possible, but what it is the better route for a quick simple answer, phoning customer service or shooting a message via the brands social media channels. Especially when you are multi-tasking you don’t want to sit on hold when you can get through via an open line. Good stuff, a post worth pinning.
.-= Patrick´s last blog ..A New Marketing Model Emerges from the Chaos =-.
Good read Amber. I was thinking about the very first point and was set to question the idea of “faster response & resolution time” in consideration that is it really about “speed” or is it about being able to gain access on specific comm-channels of choice such as mobile. But then as I began trying to rationalize that, it really is about speed, not necessarily about get this done for me as fast as possible, but what it is the better route for a quick simple answer, phoning customer service or shooting a message via the brands social media channels. Especially when you are multi-tasking you don’t want to sit on hold when you can get through via an open line. Good stuff, a post worth pinning.
.-= Patrick´s last blog ..A New Marketing Model Emerges from the Chaos =-.
Great post. I think thought like this is so important to get a fundamental understanding to how we function and what our goals are. Seth Godin’s post from today is in the same vein (8 questions and why) although I think this post does more for me.
.-= Eric´s last blog ..The Community Advantage =-.
Great post. I think thought like this is so important to get a fundamental understanding to how we function and what our goals are. Seth Godin’s post from today is in the same vein (8 questions and why) although I think this post does more for me.
.-= Eric´s last blog ..The Community Advantage =-.
Love this statement, “As a customer, what do I net by connecting with you online that I wouldn’t get by simply transacting with you and being your customer in the typical sense?” Too many are using social media as simply another channel to broadcast and brand — missing great opportunities for their customers to answer the question above in a much more powerful (and profitable) way. Great post!
.-= Maria Reyes-McDavis´s last blog ..Online Business Reality Check =-.
Love this statement, “As a customer, what do I net by connecting with you online that I wouldn’t get by simply transacting with you and being your customer in the typical sense?” Too many are using social media as simply another channel to broadcast and brand — missing great opportunities for their customers to answer the question above in a much more powerful (and profitable) way. Great post!
.-= Maria Reyes-McDavis´s last blog ..Online Business Reality Check =-.
Great stuff as usual. This gets me thinking about 2 main things.
1) Making people feel appreciated. Reaching out to someone and thanking them or asking how they feel about x product/service/topic makes them feel good, and they’ll remember this next time they think about you or your brand.
2) Rewarding people – Regardless of the tools, there are ways to reward your audience and friends for being connected to you and/or for being customers. This can take the form of exclusive content, access, products, discounts, etc. As more and more brands and companies produce almost the same service, I think rewarding people (along with having a good story) is something that will help the best companies stand above others.
.-= Jason Peck´s last blog ..Sports and Social Media Predictions in 2010 =-.
Great stuff as usual. This gets me thinking about 2 main things.
1) Making people feel appreciated. Reaching out to someone and thanking them or asking how they feel about x product/service/topic makes them feel good, and they’ll remember this next time they think about you or your brand.
2) Rewarding people – Regardless of the tools, there are ways to reward your audience and friends for being connected to you and/or for being customers. This can take the form of exclusive content, access, products, discounts, etc. As more and more brands and companies produce almost the same service, I think rewarding people (along with having a good story) is something that will help the best companies stand above others.
.-= Jason Peck´s last blog ..Sports and Social Media Predictions in 2010 =-.
Hi Amber,
Great post, thank you very much. What struck me was that by re-framing in this manner, you strip away the fear factor, and highlight all of the opportunities. I think the biggest game-changer in Social Media is the transparency. Many companies fear that, and I think that is why they resort to “Brand Broadcasting” rather than really engaging the customer in a dialog. Now you have started a really tidy list of “reasons why” companies must better meet customer expectations, and the potential for the business benefit is made clear. Well done!
Hi Amber,
Great post, thank you very much. What struck me was that by re-framing in this manner, you strip away the fear factor, and highlight all of the opportunities. I think the biggest game-changer in Social Media is the transparency. Many companies fear that, and I think that is why they resort to “Brand Broadcasting” rather than really engaging the customer in a dialog. Now you have started a really tidy list of “reasons why” companies must better meet customer expectations, and the potential for the business benefit is made clear. Well done!
Love the look of your blog, the design features and colour scheme. Sound like Jasper Conran but makes the difference if you read a few
DaraBell
Love the look of your blog, the design features and colour scheme. Sound like Jasper Conran but makes the difference if you read a few
DaraBell
Thanks for sharing this post. This is very helpful. I’ve often said that too – ‘It’s not about the tools.’ But this really puts that statement into context. Where I work, we’ve talked a lot about cross-department teams, the need to communicate better-especially within our own department. So I’ve been trying to introduce Yammer. There are some that gravitate to it, and some that don’t. I don’t know if Yammer is going to be the tool, but what I am trying to do is shift the culture towards these social tools to accomplish some of the points in your post. I will be sharing this post internally as it really is relevant. Thanks again.
Thanks for sharing this post. This is very helpful. I’ve often said that too – ‘It’s not about the tools.’ But this really puts that statement into context. Where I work, we’ve talked a lot about cross-department teams, the need to communicate better-especially within our own department. So I’ve been trying to introduce Yammer. There are some that gravitate to it, and some that don’t. I don’t know if Yammer is going to be the tool, but what I am trying to do is shift the culture towards these social tools to accomplish some of the points in your post. I will be sharing this post internally as it really is relevant. Thanks again.
I love how you’ve been able to simplify this. I think you’ve got a great comprehensive list of why we connect with others (at least for business purposes) on the social web.
I think what often ends up happening is that when people walk into companies, positions and the marketplace as a whole even, they tend to assess what tools are available to them and try to make the best of the situation. We often get trapped into focusing on the tools because knowing what’s readily available can either place limitations on our ability to deliver or, open things up for bigger opportunities i.e. what’s my budget?
The reality is that we’re no longer in a place where we have to wonder whether a type of communication is possible on the web (unless we’re talking intergalactic or interstitial). As freeing as it may seem at first to have limitless possibilities for outreach and connection, it can also seem a bit overwhelming.
Breaking it down to basics like this is helpful… and refreshing 🙂
.-= Shannon Paul´s last blog ..The Cost of Conversation: Should Companies Have to Pay to Talk to Customers in Social Networks? =-.
I love how you’ve been able to simplify this. I think you’ve got a great comprehensive list of why we connect with others (at least for business purposes) on the social web.
I think what often ends up happening is that when people walk into companies, positions and the marketplace as a whole even, they tend to assess what tools are available to them and try to make the best of the situation. We often get trapped into focusing on the tools because knowing what’s readily available can either place limitations on our ability to deliver or, open things up for bigger opportunities i.e. what’s my budget?
The reality is that we’re no longer in a place where we have to wonder whether a type of communication is possible on the web (unless we’re talking intergalactic or interstitial). As freeing as it may seem at first to have limitless possibilities for outreach and connection, it can also seem a bit overwhelming.
Breaking it down to basics like this is helpful… and refreshing 🙂
.-= Shannon Paul´s last blog ..The Cost of Conversation: Should Companies Have to Pay to Talk to Customers in Social Networks? =-.
Very thorough and informative post. I like where you get to the point and ask questions like “as a customer, what do I net by connecting with you online…” and “As a business,what value am I infusing into the entire customer ecosystem – the moments between the sales – that can I can not only recoup, but build upon for long term growth?” These are the questions consumers and businesses need to start asking.
Very thorough and informative post. I like where you get to the point and ask questions like “as a customer, what do I net by connecting with you online…” and “As a business,what value am I infusing into the entire customer ecosystem – the moments between the sales – that can I can not only recoup, but build upon for long term growth?” These are the questions consumers and businesses need to start asking.
Hi Amber. Great post. Just to let you know that it has been shortlisted in a Post Of The Month vote I run over on my blog, Only Dead Fish…
http://bit.ly/6OpgQC
.-= neilperkin´s last blog ..Post Of The Month – December ’09 – The Vote =-.
Hi Amber. Great post. Just to let you know that it has been shortlisted in a Post Of The Month vote I run over on my blog, Only Dead Fish…
http://bit.ly/6OpgQC
.-= neilperkin´s last blog ..Post Of The Month – December ’09 – The Vote =-.
I once heard a handyman say this about tools: “I can bang a nail in with a hammer or a even shoe if I have to, but in the end, I’ve still got to hit that nail”.
.-= dmcconnell´s last blog ..Mining the Collective Brain Reserve (Begin at the Beginning…) =-.
I once heard a handyman say this about tools: “I can bang a nail in with a hammer or a even shoe if I have to, but in the end, I’ve still got to hit that nail”.
.-= dmcconnell´s last blog ..Mining the Collective Brain Reserve (Begin at the Beginning…) =-.
Yes hitting the nail is right DMC Connel. The right target is imperative, the tools or no tools. Also good comment from Planet Webfoot.
Yes hitting the nail is right DMC Connel. The right target is imperative, the tools or no tools. Also good comment from Planet Webfoot.