Time 17:20

All the social media talk in the last year or so is like gnats on a humid, summer day at dusk. It’s time to get inside, take a deep breath and consider the state of social media. I did that with business communicator and IABC Fellow Award winner Shel Holtz. Holtz and I had dinner at Smalleys 87 Club in Minneapolis after his keynote presentation at the IABC gala.

We share some concerns about the state of social media, they are:

1) The continued blocking of access to social sites by more than 50% of companies.

2) Still too many voices echoing the fear of negative comments about their brand or company. (clearly denying access to the social web will shield those ostriches from their critic, sorry just had to slip that in. the timing seemed perfect)

3) Chasing the A list is not the same as gaining influence, it’s about niches and communities.

4) Over promising that social is a replacement pitting communication functions and their practitioners against each other. Business communications is not a zero sum game, nor should social media advocates do so at the expense of other media which will contribute to the ultimate business goals.

So what does stimulating conversation about business communications over a quiet dinner and a couple of beers get you. Some ideas for consideration what it means to integrate social media into a companies strategy.

1) Drop the word social and approach the communications strategy from the end objectives, essentially what do you want the recipient to do, feel, believe. As you plot out how the recipient of your message will interact with that information, who they do so in a digital way? If so, then social will naturally work it’s way into your effort. No big fanfare necessary.

2) Social cultures are easier to create from scratch than insert comfortably in an established institution. Patience and flexibility are key to bringing about change, incorporating social will require rewriting some company policies along with believing in them.

3) Social media is a communications support function, communications is a business objectives support function. Holtz raised this simple concept as a reminder of how the pieces of this puzzle can fit. Credit given to Shannon Paul for the reference point.

What are the chances of social media being implemented as a standard practice? Is it a fad or a true evolution of business in America? Catch more of Shel Holtz on his podcast For Immediate Release with Neville Hobson.

Disclosure: Smalleys 87 Club is a client with good burgers and beer selection. I suggest all consultants have at least one client with these qualities. Follow Smalleys87 Club on Twitter for fun stuff.

Share on StumbleUpon