We talk about the power of social media.
We talk about how we have to become more transparent.
We talk about how we have to become more authentic, more human.
We talk about how social media enables us to get closer to our customers, to have a dialog vs. a monologue.
We talk about how we have to become a part of the conversation, to be where our customers are.
The Royal We
The problem is that the ‘we’ in these examples is rarely, if ever, truly viewed as ‘the organization’. It’s departments like marketing, customer service, or social media consultants looking through their own lenses instead of the ‘Royal We’ of the organization itself.
And that is one of the primary differences between social media and social business. A social business understands that for marketing or PR to ‘be transparent’ means that it has to first become an organization which can afford to be transparent. [Read more...]