The Social Media Mind Needed for Online Success
Social media is more than just a presence in social media networks and it’s more than just a continuation of some of our traditional 'broadcast' media forms of communication. It has become the secret sauce that's humbled global corporations, brought down oppressive governments, is unlocking secrets science has tried to unlock for almost half a century and it continues to change our world with every passing day.
In 2011 there were so many companies lining up to fail that producing my video Top Ten Social Media Failures of 2011 became more a struggle of what I should leave out rather than finding material to put in. Since then we have seen the epic failure of brands like Blackberry with the suspicion that much of their social media failure is symptomatic, indicating deeper and graver failures which remain disguised by corporate processes until they are too late to fix.
Social media is a game changer because it is a fully disruptive technology and, as such, requires an entirely new way of thinking. This is exactly the problem for many companies. It is not hard to understand that even those which are willing to embrace social media, find it difficult to do so because:
- Business is still going on, there are initiatives, drives and developments which have been some time coming, are active and they are the result of pre-social media thinking, which is clearly understood and can be guided.
- Existing company structures do not allow for the easy insertion of social media practices beyond what can easily be accommodated in the current company structure.
- The person responsible for greenlighting the adoption of social media practices does not ‘get it’.
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