Why Your Social Media Strategy is WRONG


How well do the brands really understand social media? We have heard a lot of buzzwords and a lot of uncertainty around them. A typical conversation with a Big Brand, PR Head, CIO & Marketing Head:


WHAT THEY SAID
"We like to listen."
WHAT THEY MEANT
"We hired a 24-year-old to stand in front of a fire-hose of complaints."


WHAT THEY SAID
"That data isn't available yet."
WHAT THEY MEANT
"That data is embarrassing."


WHAT THEY SAID
"We're inspired by Coca-Cola's social media strategy."
WHAT THEY MEANT
"Everyone talks about Coca-Cola's social media strategy. By referring to it, we sound informed."


WHAT THEY SAID
"Our strategy is in line with our values."
WHAT THEY MEANT
"We talk about ourselves."


WHAT THEY SAID
"We're doing something very different."
WHAT THEY MEANT
"We're doing something very different from what we were doing in 1980s."


WHAT THEY SAID
"We're building community."
WHAT THEY MEANT
"We promoted a hashtag once, and it was a little scary but seemed to work out fine."


WHAT THEY SAID
"We're being authentic."
WHAT THEY MEANT
"We're extremely on-message."


WHAT THEY SAID
"We're meeting customers where they're comfortable."
WHAT THEY MEANT
"Nobody visits our corporate website."


WHAT THEY SAID
"Social media allows us to understand the pulse of the customer."
WHAT THEY MEANT
"We all get into a room and freak out."


WHAT THEY SAID
"This is all very new and exciting."
WHAT THEY MEANT
"Do you have any advice? We could really use it."


Key Findings

  • CEOs and other leaders don't have a framework or understanding to guide their journey into digital business.
  • While many businesses call themselves digitally-enabled, Gartner's digital business survey reveals that most have yet to graduate to being called  digital businesses and are instead operating as e-businesses and digital marketing businesses. This lack of awareness makes them vulnerable to competitors who are digitally transformed. I had been saying this for many years, much before Gartner survey.
  • Today, 41% of businesses say their greatest focus is on digital marketing, according to the same survey. Fully 50% of businesses expect to be digital businesses in 24 months, which will include 75% of those currently in digital marketing businesses only.

 

Recommendations to CIOs and Business leaders:

  • Use the Digital Business Development Path (DBDP) to build the map that takes your organization from its current status as an 'e-business' or ' digital marketing business', to a truly Digital Business.
  • In addition to understanding your current business model, identify the leverage points for revenue growth that could exist in a digital business scenario.
  • During briefings to the board of directors on digital business, clearly describe the high level of cultural change that will be required.
  • Start planning for the infrastructure to support fully autonomous systems.
  • 4 Pillars of Digital Business: 24x7 open, robust infrastructure & connectivity, simple but robust workflow and finally a "Digital Mindset."

This blog was first posted on Dr. Gaurav Pradhan's LinkedIn page and is reposted here with his prior permission

Image courtesy: www.freedigitalphotos.net

Categories: Digital

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