Business changing social media accounts

You may or may not work in a cube farm, but chances are you live in a silo. That's geek speak for the parts of our businesses and personal lives that are walled off from one another, intentionally or not-the marketing department exists in a separate silo from the product development team, which is isolated from the executive floor. Clients and their valuable opinions are walled off within customer service. We've become great at collecting information. But when it comes to sharing, the walls are still pretty thick.

Whatever you think about the current iteration of social media-whether you consider it a time suck, a marketing fad or the second coming-it's impossible to deny that it has begun breaking down the silos for businesses that have adopted it. Social media allows companies and their clients to communicate directly and frequently, forming strong relationships and even allowing them to collaborate on projects. Businesses adopt social applications and see it topple walls within traditional management structures.

Up until now, social media has been optional for businesses. But Charlene Li, one of the world's leading thinkers on social media and co-founder of the Altimeter Group, a research-based advisory firm in San Mateo, Calif., predicts that companies that do not get on the social media bandwagon soon-within three to five years-will not survive. It's not an overstatement to say social media is transforming every aspect of business.

We aren't talking about a moldy Facebook page updated once a month or sporadic tweets. The change is nothing less than the brink of a new social media ecosystem: one where every corner of an organization is in continuous collaboration and where customers are instantly part of that conversation.

In many ways, it's the destiny of the digital age. Tim Berners-Lee, the MIT professor who created the World Wide Web at CERN laboratory in Switzerland in 1990, always believed the Internet would be more about connecting people and less about housing data. "The Web is more a social creation than a technical one. I designed it for a social effect-to help people work together-and not as a technical toy, " he wrote in his 1999 memoir, Weaving the Web. It is only recently-with Web 2.0 and its more cautious, business-minded cousin Enterprise 2.0-that Berners-Lee's vision of the web as a social, collaborative medium is shaping.

4food's Adam Kidron
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.. to outsource your entire social media activities to an agency. Often, a hybrid approach is far more suitable.

Popular Q&A

What are opinions on how social media will change business?

Social Media, change business radically. From the old and traditional promotions (print ads and the like), social media were used to promote small and/or large businesses to reach targeted group of people. Different social media platforms were used to market their business to the people, and that's Social media marketing.

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