Social media is here to stay and many businesses are realizing it. Companies know the importance of gaining followers on Facebook and Twitter as part of their branding strategy. What they may not yet comprehend is the difference between using social and being social. So, what does it take for a company to become a social business?
The social business utilizes social media platforms in ways which benefit their prospects and customers. Social media should allow for open communication and interaction. The internet is 24/7 and social media never sleeps. A social business embraces these concepts and runs with them.
Start Out Social
People begin to follow a business on social media for various reasons. Maybe the company offers free samples of their favorite products when you follow them on Twitter. Perhaps a Facebook contest enticed them to Like their page for a prize opportunity. Or maybe, just maybe, the people are reading a company’s blog posts and are genuinely interested in learning more about them. Whatever the reason, the business now has your attention and their future activities on social media may well determine whether you remain with them or go elsewhere. Savvy companies who use social media to identify and target their audience already exhibit the traits of a social business…they are starting out social.
Continue Down the Social Path
Many companies have an interest in becoming socially savvy and make good efforts towards becoming social. As a business ventures down the path of becoming a social business, it will eventually end up at a juncture; the company either becomes a social business or it does not. Altimeter Group shares its research findings in a recent article, citing six stages of social business transformation. Their research goes into depth about how a company’s executives feelings about having a social strategy ultimately influence the outcome. To become a social business is to have cross-functionality and support from within all areas of the company.
Do you have plans to become a social business? Where are you on the path? I would like to hear your comments and suggestions.
photo credit: Rosaura Ochoa via photopin cc
Hi Jenn,
This is a timely topic. I’ve been in two chats very recently where this distinction has been made. The (re)volution from ‘using social’ to ‘being social’ has begun. Better get on board, folks!
Absolutely, Mark. I look forward to seeing businesses become social as well. The time is now! Thanks for your comments.