Tip:
Highlight text to annotate it
X
Leadership, and culture, almost everything for this stuff.
Any social business initiative, and we're using the phrase social business
because what we're trying to say is that, we're trying to be a bit more whole-istic,
We're trying to move beyond having a Facebook presence,
and trying to get your numbers up...
That's what were saw a couple of years ago
and now organisations are beginning to realise
that these initiatives are a bit broader.
And so, culture means everything because you can't be producing value,
producing valuable content, connecting directly with customers
if your culture’s not ready for it.
If you don't have that engrained as part of your culture,
or you're not ready to make those kind of changes you can't do it.
And leadership plays a big part of it as well, organisations like Dell
that really lead social five or six years ago, it was Michael Dell that lead that.
On the other end of the spectrum we have organisations like IBM
where it's not one leader that's driving the change, it's built into how the employees
within that organisation operate. They're out there
and they are active on social networks...
Edelman to some degree is like that as well. So culture is a very big part of it.
Your staff are your best advocates. And I think it's a continuum,
I think the firewall is becoming a figment of your IT department's imagination!
I think people move in and out of different networks, different communities.
Some of them are work-related, some of them aren’t.
they've all got their smartphones
so they’re bringing their social networks into the workplace.
I don’t think there's a real distinction between the two,
I think you have to do both.
The challenge is dealing with such a large volume.
In terms of the conversations that we're having,
the volume of answers that we get,
and the volume of the feedback that we get is incredibly large.
Just this week I started a conversation and we had over 3,000 replies
within a couple of days. So just managing that type of volume
and coming back to people with adequate answers,
and filling in the gaps of knowledge that they might have; that's the hard bit!
..Constantly coming back , sitting around the table with those, sort of,
heads of marketing, finance, development... it doesn’t really matter...
And then sitting down and saying;
"Alright, these are the gaps of knowledge that clearly the community have.
How can we respond to this?
And what extra information do we need to give them,
so that they can make an informed opinion.