Since I am bouncing around Europe this week, (come say hi at #tsc12 if you can), now is a good time to republish this list from a few months ago. It is still as relevant today as it was then:
1. “Social” is something you are, not something you do. If your company culture doesn’t focus on building relationships with your customers, then chances are that you won’t use social media to do it either. The “media” doesn’t dictate how social a company is or isn’t. It simply enhances its ability to be a social business – if in fact it is – or illustrates the extent to which it isn’t.
2. You cannot effectively outsource customer relationships to an agency. Research and intelligence, sure: that can be outsourced. Creative? That too. Implementing technologies and helping you with strategy? You bet. Marketing, PR and advertising? Of course. But the relationship part: Shaking hands, being there when customers ask your for help, participating in conversations, making them feel at home when they do business with you, none of these can be effectively outsourced. Not unless your agency partner embeds a team with you for a few months and you are both committed to a long term program, anyway.
3. A blog is just a blog. It isn’t a magical trust and influence publishing converter for the web. Publishing propaganda or marketing content is just that, regardless of the publishing platform. Just because you publish marketing content on a blog doesn’t mean it magically morphs into something “authentic” that “engaged customers” will spread through “word of mouth.”
4. Marketing on social media channels isn’t “social.” It is just marketing on social media channels. Just as publishing marketing content on a blog doesn’t make marketing content any less manufactured and biased, publishing content on social media channels isn’t “social.” Every time I hear a company proudly state that they have a social media program when in fact, all they have is a marketing program that uses social media channels, I feel sorry for its stakeholders and customers. This is one of two things: Delusion or spin. And by “spin,” I mean a lie. If you are a professional in this space, either build a real social media/business program – one that is actually social – or get out of the way because those of us on a mission to do it right are coming in hot.
5. Transparency isn’t just a word. If you don’t intend to practice it, don’t preach it. Transparency isn’t a flag you get to wave around only when it is convenient. Disclosure also shouldn’t be something your legal department needs to brief you about. You already know what’s right. And by “right,” I don’t just mean “ethical” or what you can get away with. I mean “right.” Do that. Treat your customers with respect and treat your program on foundations of integrity and professional pride.
6. Change management, not social media tools and platforms, is at the crux of social media program development. Because social is something you are, not something you do, most organizations cannot succeed in the social space by changing what they do and not who they are. A Director of Social Media can only do so much. “Social” speaks at least as much to your company’s DNA as it does to its business practices. If you don’t really care about your customers, social media won’t magically transform you into someone who does. You have to wantto become this type of individual, and for your organization as a whole to follow suit, in order for the socialization of your business to be successful.
7. People are more important than technology. Hire people who care about other people. If you hire and promote assholes, your company will be full of assholes. It doesn’t matter how much Twitter and Facebook you add to your company’s communications or how many awesome monitoring dashboards you buy if you are a company of assholes. Guess what: An asshole on social media is still an asshole. Start with your people, not your tools. They are what makes social either work or fail.
8. Social media should not be managed by Marketing anymore than your phones should be managed by Sales. 41% of social media directors are marketing professionals while only 1% are customer service professionals. Would you care to guess as to why it is that only 1% of social media programs seem to be yielding actual results (and I mean business measurables, not just web measurables) while the rest are just making noise and turning anecdotal BS into “case studies?” (See item 9 for further insights into this.)
9. Shut up and listen. Everywhere I look, I see companies spending a good deal of their time (and budgets) focusing on producing content, blog posts, social media press releases, tweets, updates, events, and looking to “content strategy” to make sure it all fits smoothly together. That’s nice. Too bad they don’t spend at least as much time thinking about their listening strategy. Maybe they would actually get somewhere if they did. Listen to your customers. Listen to your competitors’ customers. Everything companies need to know is passing them by because they are too busy talking. Shut up, already. Use social technologies to learn how to better serve your customers and become a better company, and you’ll be good to go. Pertinent data can be turned into valuable insights. Valuable insights can be used to make better business decisions (strategic and tactical, short term and long term). That’s the real value. Pushing content all day long and measuring likes and impressions won’t get you very far. Remember: If your communications serve your marketing department more than they serve your customers or your business on the whole, you are probably doing it wrong.
10. Any consultant, “thought leader,” agency or partner who doesn’t tell you these things isn’t fit to be consulted on the subject. Do big promises, miracle cures and fairy tales sound like reality to you? “If you buy X, your business will suddenly grow and improve?” Really? Does “we have the best secret formula” sound legitimate to you? It doesn’t matter where your new “advisors” have worked, who they have worked with or how many people follow them on Twitter. Of course they are all going to have great stories to tell. It’s called “marketing.” Ever heard of it?
Or maybe I would call that blog “The Emperor’s New Clothes: Alive and well in 2011 2012.”
* * *
CEO-Read – Amazon.com – www.smroi.net – Barnes & Noble – Que
– #smROI is now available in English, German, Korean and Japanese.
Brand Building and Online Marketing Blog 
Some people would read this pretty harshly. I think you are right on the money on almost all points though. Thanks for telling it like it is
Hmm, I missed this one the first time around, I think. There are a couple of things I might add to your fine list.
11. If you can’t walk your talk, you shouldn’t tweet or Facebook or blog your talk either. The online world is filled with people who are fully capable of quoting Thomas Edison, talking about the finer points of leadership, and other such, but when you get to know them you find that they actually have no idea what they are talking about. That falls into the transparency category in a way, I suppose, but it’s a personal pet peeve.
12. You do NOT have to be everywhere. And this could be an addendum on the listening part. I remember reading a post about why every company should jump on to Foursquare and how any company that didn’t was chicken poo. This was a reputable blogger, b-t-dubs. If you listen, you’ll hear where your customers are. You’ll hear where your competitors are. Oh, and dare we suggest you do some listening before you start talking at all?
Run roh.
Active Listening? Point taken! (actually more of a ‘touché’ – on the receiving end!)
And if we’re talkin’ authenticity, guess that’s the price some of us will pay for not having any readers or commenters; tried what you outlined here, a few years back, regurgitated most of what I read or heard…
It wasn’t “me”
So if now no one “gets it” but me… At least I’m being authentic – which for those of us who now see this as yet another hobby, hoping perhaps for an evolved market where technicians may be invited to partake of the proverbial pie, well, at least the skimmers may see that we did not give up on what some call “blogging about your ‘cruahing’ passions.
Good points! Gracias!
Oops!
Errata:
“… (blogging about your ‘crushing’ passions…). ”
😛
The truth is, most of what you have written here Olivier falls on deaf ears. Real Estate Agents claim to love relationships and yet only post listings in a social, Relationship building environment like Twitter and so on.
being everywhere on the other hand, ensures you are found, there are another 3 Billion people coming to the Internet, being everywhere will matter when it happens. Or at least the appearance of being everywhere.
Later,
Owen
Br-Frickin-Illiant! Tipping my hat and rebroadcasting to the masses. Thanks!
Reblogged this on @FJPalacio > 160 Chars! and commented:
Hola!
Five languages? A Polyglot libro! #Kudos!
First stop today!
A tweet-comment, if we may?
Au revoir! Happy stomping at #tsc12! looking forward to learning from your participation soon!
Sinceramente…
You’ve hit the nail on the head… I’m booking marking this for future reference
Olivier,
Wonderful points you make. It’s so easy to go about the motions, and fool yourself into believing that your organization, by way of participating in social channels, is really contributing to, and benefiting from this social good (by way of benefiting your audiences).
But audiences see right through you. No different than if you’re standing face-to-face and in effect, saying to them “enough about you, let’s talk about me.”
Social, regardless of how many tools you have in your arsenal, will always be about “helping them move forward”, in whatever shape or form that might be.
Regards,
Eric
Truly awesome, telling it like it is. Shut and listen is something we all need to learn how to do, specially if you are a salesman.
Oliver,
Social business is still in its infancy, but fast becoming important both to large and small businesses. Unless companies communicate well internally,they will not be able to communicate its brands effectively to the public.
Like what you said: “If your company culture doesn’t focus on building relationships with your customers, then chances are that you won’t use social media to do it either.”
Businesses must align their core goals and objectives in cross-enterprise collaboration and create a socially integrated organizational blueprint that focuses on people and culture. It’s focus need to be on people and culture.
If you can, please read Mark Fieldman’s article today posted on Business Insider. The 5 Best Social Business Articles From Last Week http://www.seekomega.com/2012/02/the-5-best-social-business-articles-from-last-week/
Mark featured my AT&T blog I wrote this week: The Rise of Social Business – Broader than Facebook, Twitter, LinkedIn, Google+ Combined
http://networkingexchangeblog.att.com/small-business/the-rise-of-social-business-broader-than-facebook-twitter-linkedin-google-combined/
Always enjoy your posts, Oliver! You’re one of my favorite #Nifty50 Top Twitter Men! http://www.bluefocusmarketing.com/blog/2011/05/24/2011-nifty50-top-twitter-men/
Warmest regards,
Cheryl
@ckburgess
Oliver,
Here is Mark Fieldman’s article posted on Business Insider: http://www.businessinsider.com/the-5-best-social-business-articles-from-last-week-2012-2
Cheryl
“Social” is something you are, not something you do. Thanks, I’ll be using that one on Monday 🙂 I think most people believe they’re building relationships in most of what they do, but if they could remove themselves from the situation and look at it from the outside they may see that they aren’t doing the relationship building they thought they were.
Olivier,
Great post as usual. In my new line of work (Finance and Real Estate ad/mktg sales), I run in to so many agencies still trying to wear too many hats. It good to see you still have the b@!!$ to tell it like it is. The only problem is, most aren’t ready to learn the lesson….
A little on the harsh side… but right on point! You say it like it is! 🙂
“Use social technologies to learn how to better serve your customers and become a better company, and you’ll be good to go.” …this is so true, but most just don’t get it.
And it is amazing how many social media directors are really marketing professionals.
-and have fun in Europe!
Olivier,
Positing the ability to listen to the customer over simply talking at them is surefire business sense.
Of course the ideal function of the marketing department is halfway between the two – listening to the customer and understanding their needs before providing them with a stream of content which they’ll find interesting and interact with. I fully agree that what should be avoided at all costs is the disconnected shouting out into the cyberstorm that many companies fall prey to.
Luke Winter
Community Manager
OneDesk
The speedy red
Really love point #3!
I’m a big believer that marketing via social is such a challenge for brands because you have to take an enablement approach, and understand that “enablement” means different things based on where the audience is in the funnel, what social channel your using, and what objectives you are trying to drive.
Thanks for the post!
Hi Olivier,
No holds barred in this post: I like. Question for you: In my experience most leaders believe their organizations are already social, authentic, transparent, listening, etc. So what are some of the ways we can hold up a mirror to our clients so that they can recognize (admit) their own deficits?
thanks,
– Bruce
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