Love it (but I always dig your points of view). Especially #3 and #5. When it comes to #5, though, culture plays such a critical role. I see soooo many companies struggling with social media not because they lack the tools, but because they lack the proper *intent* in the first place. It's just a square peg in a new, shiny round hole.
Do you see a role for agencies in helping affect culture shift? Outside their scope? Or does that objective, advisory capacity help? I'm convinced that the businesses that struggle most have the most problems talking to each other and working together inside their own walls. Would love to hear your take.
(Oh, and thanks for the mention.)
Director of Community, Radian6
.-= Amber Naslund´s last blog ..March of Dimes® Selects Radian6 for Social Media Monitoring =-.
Good Q's and they give me yet another idea for a post. I do think that agencies have to play a role in the culture shift, not by talking, but by proving. We have done a few things: for ourselves, I created the Trash Talk from the Twitter Section SuperBowl event, using Twitter's API to build a site that aggregated everyone's comments about SuperBowl ads. This got half my company onto Twitter, along with some clients and peers in the industry. Did it again for the Academy Awards and when we moved to Boston. So, point is create opps that allow people to experiment. Ideally they will see the value and join the conversation, so to speak. For another client, that might not want me naming them, we set up listening stations, showed them all the content and conversation online and let them see that it's not so bad or scary and that there were opps for them to get in on the conversation. Then we set them up, gathered some rogue accounts and put everything together, even leading the way in tweeting and generating content. But, and it's a big but, the real opportunity is for companies to mobilize their employees. That's a combination of finding out whose interested, training them a bit, allowing them some freedom within guidelines, and letting them go. Look at Zappos or even how Office Max supposedly used employees to launch Elf Yourself via email. As you said, this is all new. I don't have 10 cases studies around employee mobilization, but I hope to. More importantly perhaps if others like you read this and think about it you'll come up with your own ideas for how to do it, foster it, and encourage clients. Less business for me, but that's the way it goes. Thanks.