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Is Your Business Antisocial?

Is Your Business Antisocial?

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Published by Brian Solis
While brands engage with customers in social networks, customers walk away with an experience that is the ultimate judgment of value. Here we are presented with an incredible opportunity to strengthen customers ties. We’re given a well of insight to put into action. We’re presented with a stage to show brand empathy and earn relevance through our actions and words. Are we embracing the opportunities before us or in the end, does our investment equate to traditional marketing in a new interactive design?
While brands engage with customers in social networks, customers walk away with an experience that is the ultimate judgment of value. Here we are presented with an incredible opportunity to strengthen customers ties. We’re given a well of insight to put into action. We’re presented with a stage to show brand empathy and earn relevance through our actions and words. Are we embracing the opportunities before us or in the end, does our investment equate to traditional marketing in a new interactive design?

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Published by: Brian Solis on Feb 16, 2012
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05/13/2014

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By Brian Solis, industry-leading blogger at BrianSolis.comand principal of research firm Altimeter Group, Author of the highly acclaimed books on social businessThe End of Businessas Usual and 
I ask with sincerity, is your business antisocial? Take a moment before you respond. I understandyou may have Facebook and Twitter presences. Your business may broadcast on YouTube.Perhaps your executives are blogging. If you’re among the more sophisticated organizations, theteam is probably subscribing to elaborate monitoring services to listen more effectively. And, with allof thesocial objects produced inside the organization, it’s come to the point where a content management system or social media management system is necessary to scale.Social networks usher in a era of transparency and authenticity and these two elements representthe hallmark of your corporate social media program. You are walking the two-way street and you’realready successfully building a community rich with the 3F’s (friends, fans, and followers). How can your business possibly be antisocial?Antisocial is defined as anything that goes against the laws and customs of society. Facebook,Twitter, and social networks of all shapes, sizes, and focus are thriving societies in their own right.Each produce a unique culture, one that you’re more than familiar with. You are after all a citizen of one or more social networks before you’re a corporate citizen. At a minimum, you as an individualcontribute to the culture of each of the societies to which you belong. These are your networks andas a result, you create a personalegosystem. You are at the center of your experiences and as
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
such, the information that finds you, the information you share, and the people with whom youconnect are yours to define. These actions contribute to the lifestyle and value of the network andyou take pride in the relationships, community and stature you earn.But when we take a step back to examine many of the leading business examples in social media,it’s clear that many are in actuality, illustrations of traditional marketing masquerading as genuineengagement. Are brands acting as good citizens? Are they contributing to the customs of society or are they taking away from the experience?If you were to run a quick study of your social activities or those of your favorite brands, you may findthat marketing
at 
communities rather than investing in their usefulness is clear and present.Contests, polls, promotions, news releases, and events are balanced by impassive updates or questions. The activity that fills the space between marketing updates are questionable or unconvincing reinforcements of why people are compelled to connect in the first place. The missingvalue of why people should stay connected creates a void that only expands with every day thatpasses.While brands engage with customers in social networks, customers walk away with an experiencethat is the ultimate judgment of value. Here we are presented with an incredible opportunity tostrengthen customers ties. We’re given a well of insight to put into action. We’re presented with astage to show brand empathy and earn relevance through our actions and words. Are we embracingthe opportunities before us or in the end, does our investment equate to traditional marketing in anew interactive design?The reality is that a significant percent of businesses run social media from themarketingdepartment. According to myAltimeter colleague Jeremiah Owyang, almost 50% of brands he surveyed house social media in marketing. Another 30-40% place social in corporatecommunications. In these cases, social media is relegated to just that, a function of marketing. Anyother corporate approaches to social media are most likely siloed within other business units and asa result, the customer is not offered a holistic brand experience.New media channels represent a new highway for driving messages and brand stories to desiredaudiences. But what many fail to realize is that the social consumer represents an intelligent
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
audience with anaudience of audiences. They are in control of their experiences and while they mayconnect with their favorite brands in their network of choice today, without providing value or aconstructive engagement, attention spans will wander. Much like banner blindness in digitaladvertising, individuals will eventually tune-out their favorite brands that fail to demonstraterelevance in their social stream. What’s worse is that eventually they may take the unfortunate actionof an unfollow or unlike as they realize that they are in control of curating the quality of their stream.With one click, they will bid farewell to the brands, even those they love, if they don’t introduce value.This is a harsh reality that Andrew Blakeleyrecently attempted to spotlight. Of the 40 brands he followed on Facebook, only one gave him a reason why he shouldThe question is, do you know what your customers want from you? It’s an important question to ask.If you’re not contributing to the value of these digital societies, you may unintentionally take awayfrom it.With all of the excitement around creating a social business, we can only benefit from knowing howto improve the experiences of existing and prospective customers. Otherwise we may be talkingmore than we really are listening.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis

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