I visited a company who wanted to listen to me on the ways to use #social for their existing business. As usual, I started with my one-slide Ramayana (I picked up the slide from the internet) and also showed one slide #socialsuccess theme prepared for them and detailed the rest of my ideas. Since the company is a large one and the directors of the company are well-versed on many things, my job was easy. They already knew all the “blah blah” about #socialmedia. They are also extensively using it personally. They agreed that using-personally and building-a-brand-on-it are two different things.
Now you see, it was so easy to talk to them.
The crucial question they had: who will do it? Who will implement it?
My simple answer: All of them together.
My take was:
They should map the existing success steadily into digital prints. At all levels. This will give the necessary confidence.
They should look at integrating the whole company with #social. Not necessarily all at one go, but eventually. But the integration thought process should be there from day-one.
They can choose areas of experimentation within the businesses and start somewhere to learn. Then roll out.
They can start internally and slowly move out externally(customer-facing activities).
In all of the above, they should concentrate on “conversations” be it internal or external.
We discussed many examples and some examples that I could think of from their own domain,I gave. They were too good and hence could understand it completely.
Will they move forward? They might.
If they dont, it will either be because of reluctance to move(let-us-wait-and-see-kind) or the belief in that myth of a plug-in called #socialsuccess which they will continue to look for and loose more time without realizing that there is no plug-in called #socialsuccess that a business could use readily.
I am happy from the time that we need to tell businesses that they need #social for business we have moved to how/who/when kind of questions.