“Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It's not about money. It's about the people you have, how you're led, and how much you get it.” - Steve Jobs

Be a human company before you become social

Social networking, media and marketing are all the rage these days. There are many great examples of organizations that are using these tools to re-create themselves as true social engineered businesses and kudos to them.

What I’ve noticed though is too many organizations are jumping into this realm hoping that it will change their marketing channels by reinvigorating them with newly found engaged fan[people]. This will give them a new revolutionary guard of evangelists to empower and spread the wonders of their brand.

Here’s the catch. Social at the functional levels we are trying to achieve only works for human beings, or entities that attempt to embue themselves with the same characteristics that allow human beings to engage in social systems.

To many businesses are jumping into the social mix without doing the all important first step (way before their first tweet or facebook page)–embed human qualities into your organization. Well, embed the good ones! What are those? Well their the things you think of when you think of the good people in your life with whom you are already socially engaged:

* Empathetic
* Compassionate
* Flexible
* Trustworthy
* Openly Fallible
* Apologetic
* Displays of play (individual & organizational)
* Humor (including self-deprecating)
* Friendly
* Accommodating

I think you get the point.

So until your organization can take on 1/2 of these and change your customer’s outlook of your organization if not your entire industry (I’m thinking TV, Internet, Phone, Medical and Travel) then what’s the point of having someone on Twitter. It feels so fake and so disingenuous.

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  • http://www.apogeehk.com Daniel Szuc



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