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Making The Transition to a Social Business

Written by: Andy Marken

Article Overview: Tim Bernes-Lee thought the Web was a nice little friendly place when he first unleashed it on the iNet. You know something to futz around with in your leisure time. Then you decided that it was great to play with at the office. Then you started throwing up anything/everything about yourself, your friends, your enemies, your ex up on the Web. Then the marketing folks thought what a fantastic place to advertise. Cheap, directed ads ... how cool. Of course the boss doesn't mess with it but what the heck you're so with it...until it bites you then BAM!!! Hey, who knew that stuff would live...FOREVER!!!!

Making The Transition to a Social Business

"Look, I'm all about loyalty. In fact, I feel like part of what I'm being paid for here is my loyalty. But if there were somewhere else that valued loyalty more highly, I'm going wherever they value loyalty the most." - Dwight Schrute - The Office, ABC-TV

Seriously... Tim Berners-Lee had no idea how huge his concoction was going to be when he first unleashed the Web on the world.

Like the Internet itself, all he wanted to do was make it possible for researchers to share/update information with other researchers.

Somewhere along the way, it got "a little" outta' hand!

Well, not really. There's just a little chasm between boomers, Gen Xers, Gen Yers.

There's also a little chasm between C-level execs, marketing/communications, workers.

There's little to no chasm between work and home.

In "the company":

- 93% own a cellphone, compared to 78% of industrial country adults

- 85% have a desktop computer, compared to 65% of all adults

- 61% own a laptop, compared to 39% of all adults

- 27% own a Blackberry, iPhone or similar device, compared to 13% of all adults

For the most part, all generations, work levels agree that these and other technologies have had a positive effect on their productivity.

They use their computers, use email and most even use an Internet browser. The majority (90%) believes the new technology; new software helps them perform better, faster.

C-level executives see the social networking tools as a means of achieving marketing/sales success, but don't think it's for use by everyone.

Market Mining

In their minds, the social networking tools are useful for:

- acquiring new customers

- increasing customer retention

- increasing customer lifetime value

- launching new products/services

- increasing brand awareness

- expanding in new market areas

While PC/CE companies are more heavily involved than all businesses, C-level executives and firms aren't exactly flooding the social networks.

According to a study by Deloitte:

- 31% of CEOs are on Facebook (69% aren't!)

- 30% use social networking as part of their business, operations strategy

- 23% use social networking as internal communications tool

- 18% have employee-created Facebook group

- 14% of CEOs have Twitter profile

- 13% post corporate videos on YouTube

- 11% have company-sponsored Facebook group

As you might expect, most of those who use the Internet at work are male, but the difference is almost a rounding error.

The same is true of social sites.

Social netophiles claim that all of the new tools are the wave of the future, the way business will be run going forward.

According to these forward-looking, click-savvy folks; social nets are the way organizations and customers will communicate, interact, collaborate, create, inform themselves, prioritize, organize, buy, sell.

They assert it is the way it is happening now!

The problem is that over half of the executives surveyed by Deloitte said they have no official policy regarding social networks.

Even more don't have a clue what it is.

Behind the Curve

Deloitte research found:

- two of Fortune 100 CEOs have Twitter accounts (one has 7,000 followers, neither follows anyone)

- None have personal blogs

- 18 have LinkedIn profiles - all were PC/CE bosses, two listed their old titles, most had fewer than 50 connections

- 19 have personal Facebook pages- 80+% don't have personal Facebook pages, few have many "friends," majority have little/no information on their pages

- Majority are listed on Wikipedia even though info is old or lacking

Nearly all are spending 90+% of their time just trying to keep their business running "smoothly," keeping the board/stockholders off their backs, juggling the "gotta' haves" of the new generation of employees, getting customers to pay for what was delivered!!!!

So chat sites are a really a low priority for them.

It's probably a good thing then that most employees use the basic Internet tool - email - to get things done.

Email today...it's the way business gets done...get over how important your Twits are.

A LexisNexis survey showed:

- 2/3 of boomers feels smartphones contribute to a breakdown in workplace etiquette and using a laptop in a meeting is distracting (only half of Gen Yers agree)

- 17% of boomers believe using laptops, smartphones in personal meetings is efficient (1/3 of Gen Yers agree)

- 28% of boomers think blogging about work is OK (40% of Gen Yers agree)

That may be why some firms actually block users from using the social net.

Honest!

We've sent links to people and they've said they can't access sites from their office systems.

According to a study by the AMA (American Management Association), half of the firms ban visits to social net sites.

Seems kinda' dumb with so many people having a smartphone.

Guess the boss doesn't know they are able to do a "work around," but hey it makes HR feel a little more comfortable...

Reminds us of Michael Scott's pep talk in The Office..."This is an environment of welcoming, and you should just get the hell outta here."

Numbers Growing

But since Gen Yers won't disappear from the business scene (boomers are fading ya' know!), it may be time to understand it, deal with it, use it.

After all, you probably hired him/her based on her Facebook profile right?

Admit it, ... you did!!!

As Mary Madden (Pew Internet & American Life Project" said, the tools will be incorporated into the work environment but it will be an "awkward hug."

In some way, shape, form, adding the tools has to take place because our new fantastic tech tools - notebooks, netbooks, smartphones - do improve work productivity.

It would probably be more honest to say that these fantastic work tools have allowed work to slop over into your personal life.

You know you check your smartphone just before you go to bed and the minute you get up.

You handle "just a few" emails over the weekend and when you're on holiday.

That's probably why the boss gave you a notebook and a smartphone (o.k., an iPhone or Blackberry).

You're hooked on ‘em...and the man owns you - 24x7 !!!!

O.k., he/she wasn't that diabolical, that evil, ... right!!!

But the tools do help people with their work. They also add stress and new demands on their lives.

The funny thing is, marketing and communications people look at all these rich new social networking tools as things they should "own," "manage."

Sure, it may take them three days to answer an email, but give ‘em a break.

They're busy doing what really counts, really matters...they're Tweetin!!!!

Email is so yesterday after all, and social networking stuff is...with it!!!

Despite the fact that management is concerned about security and employee productivity; most C-level executives feel social media will be a key strategy going forward.

It's the way for the company to build a stronger relationship with the customer, build brand reputation, launch new products/services, develop new markets.

Bad with the Good

The challenge is that social networking is a consumer technology that is taking the business world by storm.

Cyberbadguys love the new stalking grounds.

Malware is available from almost every site/every service.

A well-meaning or disgruntled employee can tarnish a company's/products image in 140 characters (or less).

But for the dedicated folks and social netophiles who venture into the social net world you have to remember one cardinal rule when answering a question...you respond, you own the question until the problem is solved or an adequate answer is provided.

Passing the individual on, passing the buck isn't part of the equation.

Sometimes, you have to take the good with the bad...

When you get started with the social net, remember Dwight Schrute's now prophetic observation..."Your pencils are creating a health hazard. I could fall and pierce an organ."

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Article Tags: abc tv, boomers, brand awareness, c level, chasm, communications workers, concoction, customer lifetime value, customer retention, dwight schrute the office, gen yers, iphone, level execs, level executives, market areas, marketing sales, networking tools, sales success, social networking, tim berners lee



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