I have a dream……
I dream of a day when social is not in my job title
I dream of the day when social is not called social
I dream of a day when social becomes what it deserves to be
Let me explain….
As I explained in my previous post “What is social media?” social media is just a phrase to describe the current state of the internet. I do not think hardly anyone on the face of the planet realises how much impact social will have on the way we live our lives and the way we run our businesses.
Let’s look at Trip advisor as an example: Trip advisor totally changed the way people book holidays and hotels around the world. It was established in 2000, long before what came to be known as social networks. Networks such as Facebook and Twitter were created some 6 or so years later. I do not know if they made a conscious decision not to label themselves as a social network. They seem to be doing pretty well off the back of it with a projected turnover of around $800m and a profit of around $200m in 2012. With just 100 million users, if they were to scale to the 1 billion users Facebook has, they would be much more successful.
Trip advisor demonstrates the change in the way people do business. It facilitates conversation around ratings, reviews, photos and videos of holiday destinations. In turn it sorts out the best and the worst hotels. In the future this will make the best even better, and exposethe worst for who they are. It will contribute to the success of the best businesses. It will speed up the natural selection process, which will be the end of the companies who do not serve their customers well. Do you think that you could open a hotel these days which didn’t put the customer at the center of their business? It would not last long because everyone would share their experiences on trip advisor.
In terms of how it will force businesses to be more honest, open and transparent, social needs to be at the heart of every business. It is not just talking about how to get likes on Facebook, it is how to shape the fundamental values of how your business thinks and operates.
The only way social will truly be successful, is when it stops being called social.
- Social marketing becomes marketing
- Social customer service becomes customer service
- Social business becomes just business
“These tools don’t get socially interesting until they get technologically boring. It’s not when the shiny new tools show up that their use starts to permeate society, it is when everyone is able to take them for granted.”
Quote from Clark Shirky TED talk
This quote illustrates that until people take the tools for granted they will never achieve their full potential.
The day people stop calling it social and start letting it be just a part of their business or their life, will be a giant step forward. Only when this happens will “social” be truly as great as it should.
A wise man once told me “the meaning of one’s communication is the reaction that it evokes”. In essence the meaning of what you say to someone is not what you think it is, it is what they think it is. Bearing this in mind I will never be able to drop “social” from my job title until the average man or women in the street says I can. If I do it too early then no one will understand who or what I am.
There is a famous quote that says “the difference between a mad man and a genius is success”.
Do you have any successes in this area to help prove that you are a genius and not just a mad man for agreeing with these ideas?
I would love your feedback and comments.