We started a Blog last year because we realized something… we have an ECOSYSTEM of people and companies that all come together once a year to talk Gov and Tech!  But it doesn’t happen once a year – these people deal with Gov and Tech all the year through!  So why not have the conversations, share the issues and develop momentum all the year through too!?  We reached out to  exhibitors, Government and sponsors, and guess what…?  we had ourselves an online community! 

Now I’m not trying to simplify things here.  It took organization, time, persistence and more time.  But it has paid off big time!

And it can pay off for businesses big time too.  But here’s the thing, many business owners and leaders feel they are “on their own and they can’t do all the care and feeding” a Blog or any Social Media strategy may require.  The fact is though, that most businesses have an ecosystem of customers, partners, and champions (or as Jeremy Epstein calls them “Raving Fans”)  who could probably contribute to an online Social Media Strategy.   If you ask, you might receive…

First, Social media, if not embraced appropriately can hinder businesses – undoubtedly. Twitter, Facebook, and other networks can be a major distraction in the workplace if policies aren’t in place. For small businesses owners, allowing sales teams to use these networks to make contact, or provide valuable information about the company, sales or products is essential in today’s world. Yes, it’s hard to monitor whether or not people are just “socializing” with friends and posting useless content unrelated to business. But instead of sitting quietly and angrily hoping that employees are doing the “right thing” – make sure they have guidelines and rules about how they are to use these networks in the workplace. As I said in an earlier post, setting clear policies from the start is essential in Social Media success and in risk mitigation. But the reality is this: businesses shouldn’t eliminate the power of Social Networks if they want to survive in today’s online world. If your target customer is amassing on Facebook, then get on it! If you don’t, your competitors will. Make Social Media a complementary part of your overall communications and marketing plan – you can do this methodically and carefully. You don’t have to boil the ocean! Social Media is a slow build for some industries – and it certainly can’t hurt your business if you go into it with your eyes wide open! But ok…ok…If your primary target customers are comprised of generation who are not Internet savvy, then I guess you can overlook the power of Social Media for now…. (afterthought: but what happens when those target customers disappear? Then what?)

Second, the claim that Social Media will put some businesses out of business – there may be some truth to that if businesses wish to hang onto the traditional approaches. Take the printing and publishing business. We still need paper-based products – but paper is not the only way to communicate information, right? In a world of abundant tools and techniques, the Internet provides a number of ways to help these traditional industries improve and enhance business – complement offerings for customers – direct email campaigns, with strong landing pages. People still sign up for email newsletters! Traditional industries need to open their minds to the possibilities. Look at the Traditional Media Industry – some of the closed-minded out there have been so focused on the way they’ve always done things, that they’re rapidly finding that they must embrace or be replaced! Look, I don’t want to hammer on the printing and publishing industry. I feel bad for anyone facing major losses in revenue and people. It is a horrible situation to be in. But it does require a paradigm shift for many – and this freight train ‘ain’t slowing down’.

At the end of the day, as I’ve always said (and many before me), Social Media is a form of communication. The Internet provides an opportunity to communicate better, faster and in a far more targeted fashion. Has it replaced some businesses? Of course! Will it continue to? Of course. But smart businesses will stop objecting and give it the old college try to make sure they stay alive.  Could it really hurt to try?

]]> http://www.prceptive.com/2009/06/08/new-media-i-object-your-honour/feed/ 0 http://www.prceptive.com/2009/05/13/the-ultimate-in-social-media-%e2%80%93-high-school-reunions/ http://www.prceptive.com/2009/05/13/the-ultimate-in-social-media-%e2%80%93-high-school-reunions/#comments Wed, 13 May 2009 22:46:27 +0000 Kathryn http://prceptive.com/cms/?p=325 Hahahaha – okay, so not the catchiest title but what the heck.  So I’m heading off to my 25 year High School Reunion this weekend.  And it promises to be quite entertaining, interesting and enlightening.  I actually didn’t know about it until I was “poked” on Facebook.  It’s been fun corresponding with people for months, building the anticipation, and thinking about the past.  But in a few days, we will come face-to-face.  Nervous?  A little, but more excited than ever because it is yet another indicator of how Social Media has made me…well…more Social. 

Truth is, I hated high school (capital “H”).  It was a time when I became quite introverted, disregarded authority, felt like an outsider looking in.  But, like many, I hit my stride when I left the halls of hormones, drama and cliques.   I never quite fit in after Grade 9, and my marks reflected it.  And when I was approached to attend, I immediately rejected the notion.  I was never a “joiner”.  But not only did I join, I became part of the Reunion Committe!! WHAT? ME?

So why now?  Why care?  Two reasons:  1) Bygones – the pain of the past needs to be left in the past.  2) Being “social” regardless of whether it’s in person or online, is empowering.  Being with people is an opportunity.  Don’t get me wrong, it’s not about being opportunistic, per se.  It is about touching lives, having your life ‘touched’ by others.  It’s about engaging and enjoying our differences, our experiences, our unique gifts.   Getting together with people (new or from the past) is a chance to learn, to smile, to remember, to embrace who you are and where you stand on this planet.  It is ultimately, Social!

So I’m off on this adventure – with enthusiasm and positive anticipation.  I’ll let you know how it goes.  Maybe some fun pictures will surface too!

Kind of a double-edged sword here, right?  Well think, if you’re using Social Media Tools for marketing a person or a brand, what about other staff in the organization? How freely are the employees allowed to speak?  And if so, are you clear about acceptable Social Media activities within your organization and outside of your organization, especially when it comes to your brand?  Are you just hoping the ‘peeps’ are doing the right thing?  Have you thought about what could happen to your brand reputation or the reputation of your executives? 

Some people have become very Anti-Social Media because of this dark side – in fact I met someone last week worried about this very issue.  It’s a good issue to be worried about.  But it’s kind of like driving a car – without proper training and understanding, a driver can hurt or even kill people.  For the most part, good drivers understand the rules of the road and the magnitude their actions as a driver, so they don’t kill themselves or others (random Moose standing on the road in the middle of the night, notwithstanding).  With Social Media, you can apply some of the same principles – know the magnitude of your actions, from the smallest Facebook entry to the largest of Twitter Campaigns.   If you educate yourself and understand how both good things and bad things can happen, you have a chance of being very successful and being very good at it.

I attended an event back in early February held by Gowlings and this very issue was discussed.  Your employees “owe you (and your company) a duty of good faith”, but do you really know the law when it comes to Social Media?  As you start ramping up your Social Media efforts, don’t be frightened by it, just educate yourself a bit (a.k.a. take a driver ed course) know your rights, your responsibilities and the potential pitfalls!  Look,  no one wants to be heavy-handed, because after all Social Media, for many, is about being outspoken and having a platform to say what you want, when you want.  But how close to the edge are you willing to let employees go?  What are you prepared for?  

In particular, I was inspired by Jessica Jackley, co-founder of Kiva.org – the world’s first peer-to-peer online microlending web site.  Since 2005, Kiva.org has collected investment money from people like you and me (you can lend as little as $25) to provide loans to entrepreneurs in developing countries!  With serious determination and a great understanding of the power of the Web and Social Networks, Kiva.org has assembled loans totaling more than $64 million made in more than 40 countries, with a repayment rate of 98%!  Outstanding!  Inspiring!  Humbling!

Mesh also allowed me the privilege to connect with some cool people like April Dunford (RocketLaunchMarketing), Simon Beck (Globe and Mail), Tyler Crowley (Mahalo), Simon Chen (Ramius), Robert Lendvai (robertlendvai.com), Matthew Ingram (Globe and Mail), Matt Hartley (Globe and Mail), Scott Pelton (GrowthWorks Capital), Joseph Thornley (Thornley Fallis), Mark Evans (Mark Evans.ca) and many others whose cards I haven’t yet pulled out of my bag! 

The Mesh Conference was a great chance to get out from behind the old computer and connect in person.  So often we get stuck behind our desks and forget about the real three-dimensional world.  While I have gone on and on about Twitter and various Social Media tools for the use in communications strategies, I also must go on about how Social Media has caused me to be more social.    I’m connecting and meeting with more people than ever, I’m establishing stronger relationships with Media and influencers, and I’m getting one hell of an education in the power of the Web (we all have lots to learn) – things are Meshing. 

For you marketing-folk, the organizers of Mesh will be doing “Mesh Marketing” on October 22nd!  Stay tuned… hop on Twitter and “connect, share and inspire”!