How much do social media pundits, gurus and experts ask of organisations? Is it too much sometimes?
When social media was in its infancy and organisations were interested in reaching out to the newly anointed influencers, pundits said that the best way to do so was with their own blog.
When social media matured into something organisations were happy experimenting with, pundits said it wasn’t enough to experiment, you have to commit.
Now social media is a clear and present opportunity for marketers and organisations are ready to commit significant resources to it, pundits have moved on to the social business.
Interestingly, very few organizations are trumpeting the need for social business. So are pundits asking too much of the organisation? It feels as if they are.
Now, if you tell me that the job of the external consultant is to push the organisation out of its comfort zone into something which is the right choice, I can buy that. I believe in social media and the benefits that adopting the basic tenets of collaboration and transparency can bring. But sometimes it feels as if pundits are either advocating something for the sake of advocating something or are justifying failure.
Online influencer outreach didn’t work? Well, what you really need is a blog for it to work. Social media pilot didn’t work? What you need to do is really commit to the space. Social media marketing push isn’t working? Well, what you actually need to do is to change your entire organisational structure to become a social business.
The concept of social business is compelling and interesting. But its use case is yet to be proved and its implementation is can not be appropriate for every organisation.
So are the pundits pushing for the right reasons or the wrong reasons?