Happiness CCCXLIX
Thinking new things.
Happiness CCCXLIII
A day about, a day at home, a day filled with learning, a day filled with doubt, in the end a day fully earned.
Behind The Firewall – Multifaceted
Much of what social media is can be viewed differently from different angles. There’s a marketing side, a public relations side, a technical side, a communications side, and a human side.
It’s these different aspects of social media that combine to confuse what “it” is for. It’s so easy for people working for an organization to mistake the varying degrees of social media for things that seem frivolous or unneeded. Instead, focusing on the one facet that appeals to them or their role in the organization without recognizing the opportunities of a fully integrated approach.
Taking a broader view of what social media can bring to an organization is a difficult proposition for many companies due to the differing needs of each department. Its those internal differences that sometimes conflict with each other and keep progress from happening. It takes some really special people with multiple talents to keep the idea moving forward.
These people are multifaceted, or better put, multi-disciplinarians. The people spreading the message in your organization need to be able to talk tech, marketing, and corp-speak to multiple groups. They’re the ones you need to identify, recruit (especially internally), train and empower. Give them the leeway and the lines of communication they’ll need, in essence set them up to succeed. Hamper them in any way and you’ll not have the results that you’re looking for.
I’ve seen numerous organizations that just can’t get around the idea of one spokesperson for the organization, or seeing security vulnerabilities and productivity losses at every turn. These organizations can’t seem to find consensus on who should “own” (you loose already if that’s the culture) the message, let alone even participate.
At the same time, I’ve seen organizations that “don’t get it” but still end up doing it right. These are the organizations that not only recognize that they don’t totally understand, but they’re also the type know the world has changed and that they have to embrace new ideas. Its these types of corporate cultures that end up getting it right for their customers and learning more about how they can best solve their needs.
So understanding the multiple facets of social media and how they can be applied inside a company is crucial. That’s what the job of a social media strategist, architect, analyst, or other similar role really is. There’s more to each of these roles of course, but the ability to identify the needs, opportunities and the tools & solutions required to meet them is the key set of knowledge and experience required.
Photo credit: biggertree
Another step down the path
As in all endeavors, there are many steps involved in accomplishing our goals. In transitioning from corporate social strategist to independent consultant I had a number of directions I was hoping to go. It’s finally time to launch one of those directions – I am now offering training courses through Social Media Breakfast.
While I’m working on additional courses, I now have the initial training session that SMBMSP is offering: Social Media 101 – Where to Start. 
While a large number of the Social Media Breakfast – Minneapolis/St. Paul members are beyond this level, we have a host of new members in the last several months from multiple disciplines. I think this course will be a good place for these folks to start, and subsequent training sessions will provide more in depth information as they grow and develop in the social media environment.
It’s been an interesting path to follow these last few weeks as I’ve been getting started on multiple initiatives – many taking more time than I had anticipated! Watch for more new things coming in the next few weeks.
Photo credit: erikaemergency
Step Out Of Your Comfort Zone
Lately I’ve been thinking about being comfortable, and how it leads one into complacency, into believing that everything is fine. That the world is fine, it’s understandable and that we know our place within it. I’ve been thinking this for a number of reasons and one of them is leading me to realize how hard it is for organizations to change.
As individuals, we know change is hard – we struggle every year to improve ourselves. We go so far as to ask peers to give critical feedback in the desire to find something to improve on. Something to make us better than we are. Seldom do we seek another path.
Often, another path is the dangerous choice, at least that’s how it appears. Its something we’re not comfortable with. It’s filled with challenges that we believe we’re not equipped to deal with. The chance for failure is higher. Perceptions can change without realizing it’s happening – brand authenticity is challenged with little warning.
What does an organization do when they feel like they’ve lost control of the message? What if they don’t understand that control is an illusion? Can change occur without destroying some portion of the organization, the control structure, or at the very least perceptions of such things?
Of course these are simply questions of those in denial.
The reality is change. Knowing what to look for, and recognizing it’s occurring is the opportunity. Finding the courage to take the step forward and question if the message is still valid is not common in many organizations. Taking action on such a realization is even harder.
It’s easier for an outsider to critique. The ability to accept outside recommendations on direction accomplishes multiple things without everyone realizing what’s happening…at least not right away. The organization gets a small glimpse of what it needs to do. It feels better about change. Leadership doesn’t have to take a leadership role, and doesn’t have to discipline anyone for challenging or stepping outside the control structure.
The point in all of this is that it’s easy to see how we get caught up in how change can be bad, that it’s far easier to stay the course we think is right rather than taking a step away and looking at our goals from a fresh perspective. To stop, listen, learn something we didn’t know (maybe many somethings), and then try something new. Its not hard to try – and an entire organization doesn’t need to be involved at the start, but someone does need to take the initiative.
Will it be you? I hope so.
Photo courtesy of Dru!
@MAC_Arms Pay taxes when you make your money, pay taxes when you spend your money, pay taxes when you successfully invest your money, pay taxes when you save enough taxed money to afford a house, pay taxes to live in your house, pay taxes when you sell the house that you paid taxes on to
Yup, taxes are criminal and we need serious reforms. I've always said that if you want to see a tax revolt, make withholdings illegal and have Americans write a tax check every payday. They'll revolt for sure. You don't miss what you never had.
I think it’s safe to say that @GovEvers should stop blocking audits in Wisconsin and open the books…
“Only AMERICAN citizens should vote.”
Sen. @berniemoreno says voter ID and proof of citizenship are simply common sense.
“We’re talking about a very low threshold — identify who you are and prove you’re a U.S. citizen when you register to vote. I think we’re getting closer to
Wrong. Democrats are solely responsible for hours-long airport lines.
They voted to defund TSA three times and won’t even entertain a conversation about reopening it. Why?
They’re using it as leverage to stop enforcing immigration laws.