Scaling Social Media Engagement – It’s About Culture

Scaling Social Media Engagement – It’s About Culture

The Solution Perspective Greg Scott – February 28, 2013 – Most social media management solutions are geared towards companies that have average cultures. Therefore the solutions are built to centralize social media management while attempting to improve the humanity of the responses. The strategic significance of this is that most organizations then build their engagement strategy around these tools and the organization only becomes more centralized and automated. However, the most effective solution is an exceptional culture. In turn, your employees (real people) can help you scale social and will give your organization an authentic human voice with little reliance on complex management tools. An organization cannot centralize and scale their social engagement efforts without sacrificing a personal relationship with their customers. For example there are many software solutions that identify the social media “influencers” in the sea of social chatter, thereby identifying the “right” person to talk to. Sounds great… however, responding to influencers might help the organization amplify their brand and give the appearance of engagement, but it is under the premise that they can ignore everybody else. I am not saying don’t use tools, just don’t let them define your strategy. [highlight type=”light”]The best way to scale human engagement is with humans.[/highlight] Having a highly tuned open and agile culture with a clear purpose will act as a compass for how employees will engage on social mediums. There is no better solution to scaling your social engagement efforts than a great culture. Two Paths to Scaling Social Engagement Average Organizational Culture – Emphasis on centralizing your efforts and control the response. This effort constrains the potential of...
The New Norm for Competitive Business Management

The New Norm for Competitive Business Management

Spark by Greg Scott, February 7, 2013 – Had a excellent email exchange with some colleagues today. Since social media has empowered individuals there is a new norm for business management. What was concluded was that companies are now experiencing and threatened by outside-in revolutions and it has elevated the “new norm” for business management. From that conclusion, unless the leadership is fully aware (conscious) of all stakeholders they can be blindsided by a fast moving revolution. I had an email chat with my Libertarian Brother about the term Conscious Capitalism and he felt there was no need for the modifier, makes sense. The new norm, however; makes “consciousness” strategically relevant. Without deep stakeholder awareness, leadership is left with too little data to make good decisions and without employee alignment leadership will be unable to affect change quickly enough to the subtle shifts in their stakeholder’s values or actions. Capitalism will competitively elevate companies that can respond to the new norm and bring down those that...
Succeed at the Speed-of-Social

Succeed at the Speed-of-Social

Spark by Greg Scott, October 16, 2012 – As I said in my previous post, “I believe social media and marketing cannot coexist.” Therefore your organization must approach them with separate teams and tactics. The speed-of-social starts with culture. This is the only path to effectively leveraging social platforms and also scaling the interactions: Conduct an employee assessment to determine the cultural gaps Be open and honest with the employees by presenting the results If you have gaps, spend an intensive number of hours (weeks or months) to close those gaps If you have few or narrow gaps, or have closed your gaps, share the results on your social pages with all stakeholders Leadership must start using social media, personally (NOT YOUR PR PEOPLE), and demonstrate leadership Start training your employees to use social media Continue sharing, supporting and training since social media is continuously evolving Effectively, you will have created multiple points of contact inside your company, as all of your employees can generate leads, solve customer problems and identify new advocates and partners – at the speed-of-social. You are now in a much greater position to win the hearts and minds of your stakeholders and win your market. It is the only way. Ask me how at...
Social Media (Marketing?)

Social Media (Marketing?)

Greg Scott – October 15, 2012 – I believe social media and marketing cannot coexist. Social media has grown so quickly because it is the most effective way to share information and connect with people of like-mind. On the other hand, marketing has evolved from the premise of controlling information and generating a perception of like-mind. That makes marketing on social media a highly risky endeavour. Corporate social risk can be virtually eliminated by changing expectations and tactics – don’t engage in marketing, build great cultures and just socialize. The companies with great cultures that we love at Bradycap are more effective at communicating and sharing using social media and spend very little, if any, time “marketing” on social media. Companies where the culture runs deep can share at the-speed-of-social because they trust their employees. So, if you want your company to win in this new age of transparency, and trust, it needs to have an authentic core culture that resonates with the hearts and minds of every employee. Only then can a company begin to see real return from their social...
Cultural Strategy

Cultural Strategy

The Book “Ideological opportunities provide one of the most fertile grounds for market innovation.” “Companies that walk the walk, living their ideology every day in their business, have much more credibility with today’s consumers than do companies that promote brands as champions of an ideology that is unrelated to the company’s business practices.” “Social changes inevitably crack the ideological edifice and spur demand for brands that present different ideologies “ Market innovation has long been dominated by the worldview of engineers and economists–build a better mousetrap and the world will take notice…Holt and Cameron challenge this conventional wisdom. They develop a cultural approach to innovation: champion a better ideology and the world will take notice. Using careful organizational research, the authors demonstrate that companies are trapped in the brand bureaucracy, which systematically derails innovation. Cultural innovation requires a new organizational logic. The Author The Author’s Blog Benefits of Social Media Marketing - May 3, 2018 Content Marketing Tips - April 21, 2018 powered by RSS Just Better 1.4...