One of the most common fears I focus on defeating among executives and brand managers is that in new media brands lose control by publishing content and engaging in social networks. The general sentiment is that by sharing information and creating presences within public communities that they, by the nature of democratized participation, invite negative responses in addition to potentially positive and neutral interaction. By not fully embracing the social Web, many believe that they retain a semblance of control. The idea is that if brands abstain from providing a forum for hosting potentially disparaging commentary, it will prevent it from earning an audience – in this case, an audience that can impact the business and the reputation of the brand.
What follows is the unabridged version of my post on Mashable, “The 10 Stages of Social Media Business Integration.“
An overnight success ten plus years in the making, Social Media is as transformative as it is evolutionary. With every day that passes, we are presented with increasing reports that showcase the impact of Twitter, Facebook, YouTube and blogs within small and large businesses alike. As a result, we can now visualize the state of adoption, understanding, and implementation in different business ecosystems. What we realize as a result, is that individual examples vary based on the assorted stages of aptitude and proficiency in Social Media within each company.
MarketingProfs recently published a fantastic report on the equality of B2B and B2C adoption and practice of social media. In “The State of Social Media Marketing,” the 242-page report shared how over 5,000 marketers and business professionals use social media to create award winning campaigns, measure ROI, and reach audiences. Jay Baer offers an interesting analysis at Convince and Convert. More of my thoughts on the subject of B2B and B2C social media are shared in my post, “The Business of Social Media.”
Every year closes with summaries of the top stories as well the predictions for the year ahead. Heading into Twenty-Ten, I contributed to several prediction roundups including Junta42, ContactCenterWorld, ZDNet, among others. What I didn’t do however, is write about the endless predictions for the future of marketing, media, business, et al. While there were many excellent contributions, I focused on other writing priorities.
In 2010, Social Media will rapidly escalate from novelty or perceived necessity to an integrated and strategic business communications, service, and information community and ecosystem. Our experiences and education will foster growth and propel us through each stage of the Social Media Marketing evolution.
As MarketingSherpa observes, “2010 is the year where social media marketers gain the experience required to advance from novice to competent practitioner capable of achieving social marketing objectives and proving ROI.”
In July 2009, experts predicted that advertising on Facebook would surpass MySpace by 2011. What represents a tectonic shift in social media spend is now anticipated in twenty-ten (2010).
A new report published by eMarketer, “Social Network Ad Spending: 2010 Outlook” documents the major shifts in social network advertising spending that emerged in 2009 and will ultimately unfold in 2010.
eMarketer observes that Facebook is becoming the premier destination for marketers in the U.S. as well as many worldwide markets. At 350 million users, its momentum appears unstoppable.
Social Media impacts every business, every brand, and in doing so, connects a network of distributed communities of influence, making the world a much smaller place in the process. Small businesses are in fact at an advantage in Social Media Marketing as they can focus on hyper-local activity that can offer immediate rewards or at the very least, the real-time feedback or lack thereof says everything about next steps.
From intent to purpose…
Good friend Jeremiah Owyang recently wondered whether or not the real-time Web was fast enough to keep pace with our insatiable appetites for information and connectivity. As such, Jeremiah introduced the emergence of what he refers to as the “Intention Web.”
With event planning features, like Facebook events, upcoming.org, we’re starting to see people make explicitly public remarks on what they want to do, when, and with who. Welcome plancast.com a startup by Mark Hendrickson formerly of Techcrunch who created this simple website that allows people to broadcast what they plan to do next using Twitter or Facebook.
I spend a great deal of time working within the B2B sector, among other things, and social media is a growing and or pervasive program within a comprehensive, integrated communications and service strategy. In almost every scenario I’ve encountered, executives, marcom and service executives, and brand managers have generally assumed that social and interactive activities and programming were ideally best suited for consumer applications. However, as we recently explored, in Social Media, it’s not just business, it’s business-to-business.
“Those who cannot remember the past are condemned to repeat it.”
- George Santayana, Life of Reason, Reason in Common Sense, 1905
A few years ago, I was part of a dedicated group of people who worked together to establish Social Media as an official stage in the progression of New Media. An evolution that is well documented and a conversation still continues today.
As referenced in the original Social Media Manifesto published in June 2007, “Monologue has given way to dialog.”
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.