Last year I wrote about my five I’s of social media from an individual perspective and now, thinking about a presentation I have to give, I’m revising them slightly for the organization/enterprise:
How an organization can adapt to the new, conversation driven marketing environment:
Investigate: what’s being said and who’s saying it
Interact: with this new-found community
Integrate: the community into your organization. And vice-versa. (NB – see Wikinomics for the IBM case study)
Initiate: the conversation. Once you know what your community is interested in, you can act on it. Change your process. Change your products. Change your marketing. Become that social object.
As Abraham Lincoln allegedly said to his cabinet:
Seven nays and one aye; the ayes have it.
Four slides, a quote and an image…it’s a start.
[Image from Gaping Void by Hugh MacLeod]