In tonight’s open-mic #pr20chat, I had one. It came up after some brought up the point that some businesses are slow to adapt and/or haven’t utilized social media to its maximum potential. For instance, government. My initial instinct was to criticize their shortcomings in not being about to see the value of social media like other businesses already do. But then, I thought some more, and realized these businesses are just the “tortoises,” and that by sitting back they very well could end up benefiting the most in 2011 and 2012.
The fact is businesses, and people, like myself, (i.e. the hares) are educating them and bringing a hard sell approach to get them onboard with the value of social media. I’ve always felt that need to run and try to catch up with the latest discussion, new tools and trends. I figured that’s one way I could be a viable resource in the industry.
In some cases, that’s good. In other cases, it’s bad because you might not be giving new tools enough time. Social media success takes time, effort and learning from miscalculations and failures. Every individual and business is going to have a misstep at one point or another with regards to social media. Just accept it’s going to happen.
I can speak only for myself. I have a tendency to jump ship fairly quickly when I see things turning in the wrong direction. Whether it be job insecurity or my fear of catastrophic failures, I never want to be on the Titantic of a social media failure.
Instead of abandoning the task and picking up the shattered pieces of failure so quickly, I need to learn how to master and ride the turbulent waves by learning to spot and auto-correct failures before they happen. After all, social media isn’t a straight up and down ride of success or failures. It comes in spurts. One minute, you are at a high, the next minute a crisis happens and you are at an all-time low. It’s all about adapting and correcting before it gets to a dismal spot.
The key is to slow down and absorb all the new information and highs and lows that are thrown at you. This is where the hares, or the businesses that haven’t fully embraced social media may have an advantage.
In essence, it all boils down to having an effective and nimble social media strategy. That’s a strategy with a clear set of goals and expectations that also accounts for quick changes to roll with the social media rollercoaster of ups and downs.
What’s your latest AHA professional moment? How has it changed the way you think and/or do business?
A great post Jessica.
You make a great point in riding the storm out. I think today’s society is so focused on instant gratification, that if a tool isn’t immediately beneficial for them, they move on. I’m glad I stuck with Twitter, though it was already on its big upswing when I jumped on board.
Take Google Wave for example. I really think if Google had made it public more quickly, it could have been a really useful tool, rather than the joke it is now. Users WANTED to stick with that service, but because of the lack of users, it died a painful death (though one could argue it’s being resurrected with Shared Spaces).
I completely agree with you Matt. Many people don’t stick with Twitter because it takes a certain amount of time and effort to reap the rewards. I’m very glad I stuck with it too. I wouldn’t have “met” you and so many others had I not been on Twitter.
Jessica,
Nice observation. Some companies might not be as stupid as the social media enthusiasts would lead us to believe, yes? With all the free “consulting” floating around various social media channels, why hurry? After all, there really is no proof that doom & gloom will befall any company not currently “engaging” in social media, is there? Only time will tell whether an investment in social media will prove to be beneficial in comparison to a company’s investment (translation: increased sales/revenue) or a monumental waste of time compared to investing time and resources into practices that have already proven to be successful over the past 100+ years (ie: sales training & product knowledge/research).
Those companies with a surplus of resources have taken the social media plunge, the rest will either make their moves soon enough or just wait and observe the trial and error process…and keep reading all the social media blogs in the meantime.
Hug.
You are exactly right, Dan. The wait and see approach is actually benefiting the companies that haven’t fully embraced social media. They can read all the social media blogs, articles and case studies. Then on their own terms, they can decide when to take the full leap on board.