If a short term marketing gimmick is all you’re after, that’s fine (and it’s still going to require investment). But if you are really trying to adapt your business to the demands and pressure that social communication and culture is creating, and ensure that you’re integrating social horizontally as well as vertically, it’s a long-term play – think years, not months – that will require you to commit effort and resources, and embrace the discomfort that comes with change.
If those things don’t interest you, you aren’t ready to be a social business. That’s the uncomfortable truth. Change is a sexy idea, until it costs. But the result of that change is what eventually defines you and the future of your business. The companies investing in their business models will win, every time.
Well said. Well said.
P&G’s Old Spice campaign is a textbook example of what the entire company should be doing. The problem is that the entire company isn’t doing it. Check out Mr. Clean’s Twitter stream, for instance. Oh, right—he doesn’t have one.
The problem is that Mark Zuckerberg’s “verbs” (the way that apps, like Foodspotting, AllTrails, Foursquare, or Runkeeper will share their info into Facebook) are sort of one way. Facebook has a cultural bug here. They view everything like a data roach motel: all your data can come in, but it won’t leave. Well, except that Zuckerberg keeps hiring all these open web folks, so watch for this to change.
Very interesting post. Also, this: “Facebook views everything like a data roach motel” — is a hilarious way to put it. Very nice.