Few seasoned marketing professionals would argue that online thought leadership is a waste of time or money. Most would say it’s an imperative. But while the “Must dos!” on this topic are whizzing past, the instructions on “How?” seem to have been left behind. To help with the how, I work with thought leaders within enterprises via a social media immersion program. The program’s goal is to help marketing and other thought leadership executives make the shift away from traditional to online and social thought leadership – cuz it ain’t easy! It means rethinking the “how.”
Archives for August 2010
There is a rather large difference between companies “doing” social and “being” social. For a company to succeed at this new business model, they must learn how to do social and also, enable their people to be social.
Doing social is the imperative part of the equation. This means making plans, defining objectives complete with outcomes, tracking and measuring success and making adjustments to the plan along the way. Most companies start doing social within their marketing and sales departments to drive traffic to their site and raise awareness about their products or services. This usually looks like marketing managers using social tools to broadcast their message to the world.
This is social business.
Cheers to all my fellow community builders who have also done this dance online! At the end of the day, online community building is about the humanness of it all as we solve problems, share experiences and ideas and ultimately model behaviors to help others learn how to use this brave new world.