Tag Archives: social media adoption

May 3 #BlogChat Recap

conversationThere was another cool #blogchat last night.  Blogchat is a crazy hour of flash-discussion on Twitter that has a set topic defined by @mackcollier.  Users engage the discussion by adding #blogchat at the end of their tweets.  Using Tweetdeck, TweetChat or basic tweet search, you can track the conversation in real-time.  Not only can you learn a bunch, but you meet different people you wouldn’t normally run into.  I had 25 followers last night alone and I started following at least 30 more.  So, here’s my recap, please add anything else I missed or bares repeating.

Topic: How do you get your boss to commit to using Social Media? What’s the best way to get buy-in from ‘the man’?

  • Selling SM to the man requires, metrics, ROI, human approach and explain concept in simple terms while tying SM to business strategy.
  • Showing value up the chain of command is important. Value could be sales, increase in conference attendees.  Cool idea of ROI emerged, Return on Ideas.
  • Another way of showing importance is to show how your brand and competitors are being talked about in SM
  • Next the conversation evolved to growing community.  Past: Content is King. Present: Community is King.  Best way to grow your community is to leave your blog and comment and post on other blogs and drive interest and traffic back to yours.  (@mackcollier)
  • The importance of listening was brought up as a way to lead and expand community.  Good listeners can adapt, understand what users want and then respond accordingly
  • Finally the discussion turned to SM  strategy versus tactics and which comes first.  There wasn’t really a clear winner here and shows there is some work to be done on defining strategy, objectives and goals.  They seemed to be getting mixed up and confused.  Further discipline and due diligence needed on this important topic.
  • Sites and tools discussed: freemind, tweechat,@Techrigy, Clicktale, de.mon.itor.us, icerocket, socialmention

Summary

commmodelIf I review this correctly, it seems social media shouldn’t be that hard to figure out.  The three main messages from last night were communicate, with substance and listen.  Umm..sounds familiar.  It’s basic communication.  As social media evangelists and consultants, we need to demystify this topic.  It’s easy to sell this as a revolution and a necessary evil in today’s marketplace, but at the heart of it, it’s still communication and it’s still about people.

Social media is “de-sandboxing” corporate America. Meaning it’s less about sales, PR, marketing and more about communicating to the constituents of an organization.  As I’ve written in the past, it’s about responsibility and less about ownership.  A company or organization has a responsibility to communicate.  It also has the responsibility to choose the correct channel for the message.  Social media strategy should begin with your overall strategy. Social media then becomes another channel, tactic to execute that defined strategy. Simple.

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The Key to Social Media Adoption: Value

I’ve seen presenters, tweeters and bloggers talk about the keys to social media. The list includes transparency, credibility, authenticity, etc.   This is all true.  Sort of.

If you are a content creator, all of these things are important.  Take me for example , I’m being transparent, I’ve implemented a blog in a Fortune 100 company (credibility, I hope)  and I write what I think (authenticity). Check, check and check.  But, there’s one important idea that hasn’t been discussed.

If you’re looking for people to consume content, I’ve found the most important idea is value.

Coin JarI came to this opinion after watching session after session at the SXSWi conference.  Speakers talked about their programs, thoughts and ideas.  And, it all came down to value.  Value was driving success.  The most interesting sessions were those with professionals who had implemented social media programs. There was tremendous value in listening to the experiences and lessons learned.

Recently, I’ve been in the process of training a global organization on a wiki platform. The immediate feedback I receive is, “this is an awesome tool, but it will be interesting to see if people come back and use it.”

They do and they are. Why? Simple. Value.

As people see what others have placed on the wiki, they are amazed at how easy it is to access information that once had been hidden away on hard drives, networked shared drives and folders tucked away in filling cabinets.

Users are placing value on this information and that’s why they come back.  Not because of credibility or authenticity-but because of value.

I will continue to explore “value” as it relates to social media.  I’ll provide my examples and anecdotes.  I’ll also look for yours too.

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