Many businesses are becoming more anti-social right now, even as we are living in a world that is heavily influenced by social media. Using social media, it is so much easier to talk to someone anywhere around the world in real time. However, right now, it is also much more difficult to engage in real conversations with actual people who care.
One example is talking to a customer service representative for an organization. Usually, you are connected to a person, but one that is located on the other side of the world, reading a script. That’s good enough though, compared to what often happens when you call customer service: you are redirected to a machine that prompts you to unambiguously state what your problem is.
This demonstrates that human corporations, according to Brian Solis, a social media expert, have focused on building business models that are all about efficiency instead of value. Solis adds that companies are thinking about the fastest way those customers can get off the phone while seeking questions to their problems.
While businesses and companies are social by nature, Solis says that businesses are organized to be efficient, optimized, and not social at all.
In light of this, Solis says that businesses are better off if they go through a social revolution, in the interest of themselves and their unhappy customers. Basically, this involves putting people “back into center of why we’re a business.”
One reason why businesses should definitely be more social is because Solis says that “information is too democratized now.” In the past, traditional media can be used to manipulate what the public is talking about a company. However, now, social media conversations are louder and seem to matter more. Companies should aim to be a part of social media talks that go for them and not against them.
For a company to be truly social, it must leap into a public discussion that it has no vital control over. However, most senior execs who are principal controllers of a business are unable to see the value of being social in fact. As such, these senior execs are not as supportive when it comes to their companies’ being more social.
Thinking Like an Executive
That’s why social media people, according to Solis, need to know how CEOs think, and understand why they are not as supportive with social media as marketers think they ought to be.
For one, Solis says that CEOs don’t get why marketers have to showcase the latest technology in social media, and believe that for them, having a website for their company is enough. Marketers tend to focus on how great the new technology is, rather than tell the CEO what the new technology can provide for their business.
Solis said that “in order to earn executive support, you have to empathize with a day in life of your executive. Think like the executive.” CEOs need to put the center of their attention to business results, and this should be something that social media workers need to put in mind.
As such, Solis recommends that social media strategists come up with a way to connect their undertakings to what CEOs expect: bottom-line business results. This is much easier than getting chief executives to alter their viewpoints. What this means for a social media person, is to come up with strategies that allow chief executives to track customer sentiment, create brand awareness, and create deeper engagement among costumers and potential customers.