Social media represents a new frontier in customer engagement. Not only can companies participate in conversations, a dizzying array of tools now help them listen to conversations as well. This isn’t news though. Everyone understands the importance of social media in business right? We all know that customers are demanding that businesses use social media to listen to ideas, engage them in conversations, and also solve their problems when in need. As I’ve often said, the best listeners often make the most engaging conversationalists.
If you follow my work, you’ve probably learned that I’m becoming increasingly fond of web video. As an author, I am fascinated by the different channels and new media opportunities that have been thrust upon the world of book marketing. Over the years, I often considered how to create book-related videos that provided viewers with something beyond a traditional promo or standard author introduction. While important, they weren’t necessarily conducive for social sharing.
I often share my thoughts to help global brands and enterprise organizations. But with this article, I would like to talk to the broader group of business professionals without reference to the size and shape of your company. Here and in many other media outlets, networks, and blogs around the web, social media is one of the most prevalent subjects in business today. While advice is everywhere, advice is becoming a commodity. Insight however, is precious.
It is with great pleasure that I share with you the details of my next book published again by Wiley, What’s the Future of Business: Changing the way businesses create experiences. The book debut at SXSW on March 8th and will be officially available in stores on March 11th.
What’s the Future of Business is not a question. It’s an answer.
Social media experts will tell you, and they’ll make a pretty good case too, that it is the golden key to unlocking meaningful customer relationships and the gateway to surprising and delighting them over time. So how does social media do this? Well all it takes is to listen, be part of the conversation, curate great content, run native advertisements, and oh yeah, be transparent and authentic. Done and done.
Well, wrong and wrong.
Guest post by Danna Vetter, VP, Consumer Strategies, ARAMARK – Part 4 in a series
There are a lot of articles out there about what to do for your company’s social media strategy. However, there is limited information about how to train the employees that are actually representing your company on social channels. And because social media is such an open and public place, your company is potentially at risk every time your employees engage in social campaigns.
It is with great pleasure that I share with you some exciting and hopefully helpful news. Salesforce and Altimeter Group recently collaborated on a special project to help executives understand the real impact of social media and in turn how to lead meaningful and lucrative transformation. The result is The Little Blue Book of Social Transformation, a free ebook that outlines 20 principles to lead change. It is available today as a complimentary download here.
Now, the backstory…
We are a nation of multi-taskers. As you read this, you’re either doing something else, or this is the “something else” you’re doing while your work on other projects or relax in front of another device. Not only are we multi-taskers, we’re also multi-screeners. Whether it’s a smartphone, tablet, PC/laptop, TV or something other device, we’re consuming, creating, and curating content across multiple devices, often at the same time. It seems that we’re rewiring our brains simply by how we interact with content and devices as part of our everyday lives.
The onslaught of real-time social, local, mobile (SoLoMo) technology is nothing short of overwhelming. Besides the gadgets, apps, social networks and appliances that continue to emerge, the pace of innovation is only outdone by the volumes of data that each produce. Everything we share, everywhere we go, everything we say and everyone we follow or connect with, generates valuable information that can be used to improve consumer experiences and ultimately improve products and services.
“The World Wide Web is the universe of network-accessible information, an embodiment of human knowledge.” – Tim Berners-Lee, Web inventor, founder, the World Wide Web Consortium (W3C), source
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. More so, he humanizes technology’s causal effect to help people see people differently and understand what to do about it. He is an award-winning author and avid keynote speaker who is globally recognized as one of the most prominent thought leaders in digital transformation and innovation.
Brian has authored several best-selling books including
What’s the Future of Business (WTF),
The End of Business as Usual.
His blog, BrianSolis.com, is ranked as a leading resource for insights into the future of business, new technology and marketing.