Social Brushstrokes: From Social Media to Social Business

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World & Business - Marketing
Monday, 19 October 2009 12:46

Again, and not the last, we welcome a new partner etc: Roberto Carreras, communications professional and very knowledgeable about the discipline of Social Media. Roberto is a very young, but with extensive experience in the field of communication. His performance as a professional consultant does not rule out one of the most active people I know when to participate in numerous social sites, researching and sharing information.

It is knowledge sharing environment every day, is one of the reasons why we invited you to participate in ETC, a blog that is enriched by contributions such as these or the usual and the hand of Gemma Muñoz, Tristan Elósegui and José Antonio Gallego.

Welcome to etc, Roberto. It's a luxury to have you. We hope to read you from now on (in principle every 15 days), and find yourself in this blog, as in your home. [Juan Luis Polo]

A kind of euphoria surrounds us. Every day more and more companies want to participate in social media because they are trendy, because they are cheap, because my competition has a page on Facebook where you have 100 fans and I want to have 1,000 ... But we are taking advantage ?

Arguments like these are no argument that every day we're learning that those who make proposals and presented them to the lecturer, in enterprises. Because I know you, friend, but meetings and presentations I have attended recently to look more like a class than anything else.

"Social Media is like teen sex. Everyone wants to do it, nobody knows how. When it's finally done, there is surprise it's not better. "Avinash Kaushik, Analytics Evangelist, Google

True, the knowledge of employees is rapidly increasing and they are the true drivers and drivers of the adoption of social media in companies. However, there are few times when they decide their implementation, even if driving actionable born within their departments.

Let us take a second to reflect on and adopt the point of view, not our business navel, but since that really matters in social media: the people. Some people who if they have never been clients of our service, if you have never purchased our product because we are now more 2.0 than anyone and open a Facebook page ... Is it going to make our fans?

Some time has passed since that Time magazine chose to Internet users and people of the year since the publication of books like 'The Cluetrain Manifesto' and 'Wikinomics'. Time has allowed us to see what it was trend has become an undeniable reality: the power of the user. Time, however, a large proportion of companies have not taken advantage of.

The impact that Web 2.0 has resulted in both social and technological terms, has an important influence when considering the benefits of its implementation in companies, to the point of talking about Enterprise 2.0. Andrew McAfee, Harvard University, defines as:

"(...) The use of emergent social software platforms within companies or between companies, their partners and customers."

While this is a new way of doing business, this speaks more model of technology adoption than the 2.0 of the company management.

Organizations must commit to internalize these tools in all areas and, more importantly, adopt the technology and philosophy that have come to bring the Social Media in its management model and business, walking slowly toward what in United States begin to call the Social and Business.

This concept is starting to develop since the produce does little more than a month the purchase of London-based Headshift by the U.S. group Dachis, founded in 2008 by Jeffrey Dachis and where work relating global Social Media, and Peter Kim and David Armano.

The potential of social media to connect the company with people are enormous, not only for the marketing department or the Communications, but should be taken by other business functions such as Legal, IT, product, HR, etc. . But no longer use, but the philosophy of collaboration and shared knowledge that have come to bring. As David Armano: "Social" should be replaced by "is how we do business."

They serve not only individual actions are part of a joint strategy, that is, but are integrated within a business management model. Starbucks, for example, has managed to capture the idea and begin to connect the dots through initiatives such as MyStarbucksIdea that only the first year and 70,000 received ideas. Because being open to knowledge sharing benefits everyone: Free Software, Linux, Firefox, iPhone applications, the API's in Twitter or Facebook, are clear examples. So the social enterprise is one that seeks the perfect combination Society, Technology and Labor.

For Armano, the Social Media no longer serves to explain the current reality that we, as the word "Media" limits the vision of the phenomenon and is full of meaning decades of advertising. A limited view, because the social web is seen as a new channel of communication, something that no doubt, but not moving towards user involvement in the business value chain or to other actors such as distributors , employees, etc.. A vision of Web 2.0 revolutionary force for change and transformation in the way we work, collaborate and communicate. A change in thinking: not in the line of social as means and another in the line of being a really social.

Nevertheless, it remains a theory that is taking its first steps across the Atlantic. One theory proposes that the company should make use of social media beyond interesting action on Twitter, a blog that will become the benchmark or any other actions, and think well beyond sales, coverage, impact, etc. We must think as participation through social technologies can improve outcomes, processes, business models, innovation, development and so on in any organization.

For now, let's learn together. Sticking up for a job well done and the quality of each of the actions, creativity and innovation through knowledge sharing and help the rest, for the common benefit ... because everything is done and because I really believe we are facing a radical change, not only in how we communicate but how we understand the business. Remember: "In the background are the relationships with people that gives meaning to life"

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Note: If you want to know more about my work or my interests you can read my blog, Roberto Carreras, or follow me on twitter, @ RobertoCarreras.


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