Social (yawn) Media – Social (what?) Business

The title sums it up: the term social media is a tad overused and social business is in theory happening but not really and who really gets it (other than Brian Solis)?

 

To start the conversation I want to highlight a few blog posts I’ve been reading by the “initiated”. They all just so happen to have been guest posts on Brian Solis’ blog as well as Brians’ two cents.

 

October of this year Chris Heuer wrote a guest blog on Brian Solis’ site with the title “Social Business is Dead! Long Live What’s Next”. In response Philip Sheldrake writes in November on the same blog: “Impatience is a Virtue: What’s Next for Social Business”.  And then Brian Solis sums it up in December with: “Social Business in not Dead: New charts and data reveal the real evolution of social businesses”. 

Social Media for Business

17 Gapingvoid Cartoons That Will Change Your Business from gapingvoid

I've followed Brian Solis for a long time and have read both his books: What's the Future of Business and The End of Business as Usual. If you are in any way shape or form interested how Social Media impacts EVERYTHING - not just business - both are a must-read and well worth your time.

The cartoon above links to slide share and shows a quick summary of some of Brian's and his design collaborator, Hugh MacLeod aka @gapingvoid comments on social media insights.  My favorite is slide 20.... the prosa summary is:  

ignorance + arrogance = irrelevance.  (Nuf said)

Remember that for all eternity!

Internet 3.0

So where are we going? Quo vadis? That could be asked, no: that has to be asked of all aspect of our lives. (And yes, we’re back to one of my fave topics) This entry: quo vadis www? Where are we headed with the internet, and these days the internet seems to be near synonymous with social media. 

So: we moved from being consumers to being co-creators. That means media now engages with communities (niche audiences) and (should) no longer cater just to a generic audience. Companies that communicate to the outside no longer push information (or products for that matter) to a community, but need to be ready to pull information into their organizations and to LISTEN.  Organizations that are traditional hierarchical need to rethink being flat(er) in structure and allowing for a network of employees to listen and communicate with consumers.  Flexibility is key.  Leadership needs to move from control to empowerment.

Coincidentally that jives with my earlier entry (the Culture Code) on generation y – or generation “me” (aka Millennials): the need to be heard, to be empowered and to be co-creators.  So, at least www. 3.0 is squarely catering to generation y – surprised?  Ok; I agree it’s a chicken and egg situation. Did you know that by 2025, 75% of the work force is going to be generation y-ers (aka Millennials)?    

In summary, below a table put out by Vodafone Enterprise Plenum after their work trip 2013 in New York and Boston:

	www 2.0	www 3.0
Individuals	Consumers	Co-creators
Media	Audience	Community
Organizations	Hierarchy	Network
Markets	Products	Platform
Communication	Push	Pull
Leadership	Control	Empower

Olymic Coverage

When worlds collide...  As the Summer Olympics 2012 are wrapping up I’m a bid sad, as I missed the entire thing and for several reasons.  Most importantly, I had better things to do – like get myself out of the house and enjoy the Swiss Alps and do some moving around myself.  Secondly: I was abroad and had no TV where I stay and thirdly, it never occurred to me that the first and second reason would prevent me from seeing highlights;  I had planned on watching what interested me virally, but apparently I got stuck somewhere between TV monopoly (anybody say NBC?), the Organizing Committee of the Olympic games and 2005. Seriously?

So here we are, 2012 and YouTube has been around for, say, seven years and we’ve (or at least I have) heard a lot about that nifty synergy where videos go viral and then garner more hits (as in clicks on the web) and more interest and move traffic to the source of the video.  Sound familiar?  Well, maybe to you, but not the Organizing Committee of the Olympic Games, NBC nor any other TV station that paid a g’zillion to secure exclusive broadcast rights.  

What on earth was NBC thinking when they delayed broadcasting the day’s events to the evening prime time slot when the games where in London, five hours ahead of the East Coast?  Did they seriously think they could control the internet and social media?  Why not go live AND show the highlights in the evening?

Did the OCO think they could control Social Media without consequences?  They sure tried hard for the past two weeks.  What happened to our 1^st Amendment?

The OCO is taking down all YouTube video of the current games and has threatened sanctions against athletes who tweet and mention their sponsors. See this guest post on the Brian Solis blog by Eric Schwartzman. It sums up the Olympic social media fiasco beautifully. 

And go on YouTube and search ‘Olympics 2012’ and click on say, synchronized swimming. I did and for a moment I was wondering why the swim suits were a tad old fashioned, but guess what, the clip is from 1984. Click on any other video of the 2012 Olympic Games:  NONE are from the current games. 

The OCO had a great opportunity to show the world how traditional and social media can play hand in hand and benefit from one another and share synergies and allow for a singular situation where the context is perfect to create and SHARE amazing media moment after media moment.  They failed miserably; going Orwellian on us instead à la 1984 and showing us the ugly side of “Big Brother is Watching You”.

Good bye London, no tears shed as I’m clueless as to what happened and hello Rio de Janeiro 2016 – please get it right.