Of the five pragmatic steps that Jeremiah Owyang suggests in the January Altimeter report (recommended read), A Strategy for Managing Social Media Proliferation, I think the most important is number 3 â€œSelect vendors based on business needs, not marketing.â€
When you think about social MEDIA, you naturally gravitate towards marketing, but itâ€™s deeper than that.
When you think about SOCIAL media, however, you recognize that the arrival of the social/mobile/network-empowered consumer affects every single aspect of the business.
Social has no regard for silos, business units, or geographies. It transcends all of those.
The question then isnâ€™t â€œhow does social media fit into my organization?â€œ
The question is, â€œhow do we adapt our organizationâ€™s realities to the realities of social media?â€
A very different pivot.
Chris Bailey may have written that, â€œCreativity is an act of open disobedience against the norms. Creativity is an act of courage,â€
HOWEVER, when you are talking about a Brand that has anywhere from hundreds of dollars to BILLIONS of dollars worth of equity, you canâ€™t have people, units, teams, or divisions just â€œgoing rogue.â€
The risk to the brand is just too greatâ€¦
You canâ€™t â€œcontrol the conversation,â€ we all know that, but you CAN coordinate activities to make sure that the company speaks in a unified voiceâ€¦thereby delivering a unified experience which is, ultimately, the primary driver of brand value AND do it in a way that allows for creativity within the spectrum of experience.
This type of holistic, comprehensive thinking that Jeremiah put forth is really the next wave of social media adoption and represents the inevitable transformation towards social-centric organizations.
- Jeremy Epstein, VP of Marketing at Sprinklr, find him on twitter at @jer979