The paradigm has shifted, and the learning curve is steep. Some will rise and some will fall. Social media marketing is only a small piece of the picture. Understanding that social is people, and people are not just our customers is a start to the journey.
Organizations are made up of people in many different roles. Their jobs require people both internally in the organization and externally in partners, product & service providers, new hires, investors, and so on. Relationships are what count whether business to business or business to consumer, it comes down to people.
Each person has a story that contains knowledge, experience, passions, interests, skills, and people. Each individual is a unique part of the whole organizations and defines its collective story. It is this story we share and grow in social technologies. Leadership must take active part in the story for an organization to succeed in this new paradigm.
Social Optimization, the building and maintaining of MUTUALLY beneficial and effective relationships, is a key behavioral shift when mastering the Art of Social Strategy. This does not come simply from balancing the gives and takes by counting interactions. The behavior change must be a result of recognizing the value of all relationships as part of the whole. It comes from understanding who we are (as individuals and organizations), what we have to offer and what/who we need and how to reach it/them.
Social technologies are tools that help us optimize this change in behavior when we learn how to best apply them. They simplify our processes for supporting our networks and communities, receiving that support in return. Sharing knowledge globally through different sensory stimulus has never been easier. It has evolved beyond text. It is visual, interactive, musical and memorable. Language and time are no longer limitations for creating a global community of advocates.
Understanding who we are and who is part of our story is the first step of the journey. How you apply social optimization is what will determine your success over the long haul.