Companies don’t get social media – ain’t it the truth. Social media is still relegated to a ‘function’ within a ‘division’ at many organizations, a somewhat mysterious bothersome marketing function that defies quantification.
The potential for social media to transform an organization, at minimal cost, is huge. It takes a different way of thinking, and a strategy – two things lacking in many social media programs. The skill set to merge social media with PR and marketing does not exist – and there is opportunity. Social media has become over saturated and stale (like Facebook’s IPO?). What’s the next wave?
Steve Nicholls gets it right and offers some guidance in Why Most Companies Fail at Social Media — Understanding the Three C’s. The three C’s are Content, Context, Conditions. An excerpt:
They view social media solely based on Facebook or Twitter Content, which they believe is just a marketing, PR and website function. But to be truly successful, social media needs to be implemented at the senior level and trickle down into the DNA of the entire organization as a core competence…. Having a holistic approach will maximize opportunities, eliminate risk and overcome the main obstacles which are, believe it or not, usually people problems, and not technological problems.