How organizations become social.

What is the social organization?
Social media enables new avenues to interact with customers and prospects. A social organization is one that actively solicits input and engages in conversations with its core audiences on a regular basis. This can be done through traditional channels as well as current and emerging social networks.  A social organization applies social media and mass collaboration to new challenges and opportunities to rally communities of people and engage them to deliver business value.

How most organizations get social media wrong?

Most leaders get caught up in the buzz. However, at its core Social Media is a social function.  So there is a common misperception among business leaders that all you really need is a Facebook page and a Twitter account and then, viola, your organization is now social. Accordingly, many organizations relegate social media to the marketing department. It certainly can benefit marketing but this limited view severely handicaps impact. The organizations that leverage Social Media the most effectively are social organizations at heart.

Should every company strive to incorporate “social” in their business model regardless of size and industry?

No. That’s the simple answer. But it’s not that simple. Social Media isn’t for all organizations. And not all social networks are appropriate. Let’s face it, Social costs money (or absorbs existing resources) and some industries would simply see no gain from a Facebook presence or a Twitter. Throngs of people are not engaging in Facebook conversations about industrial drill bits – try as they might, but it just won’t happen. Not for the foreseeable future anyway.

What are some ways to get customers, partners, etc to participate in your online community?

Easy. Be social. Social begets social. The more social you are, the more social your audiences will be. It is what motivates them to contribute. Secondly, establish a “social purpose” or Social Media objectives. Those with a highly compelling and meaningful purpose will find a way to succeed. This is your challenge as a leader. Find the right purposes.

What is your social plan? Are you implementing it as effectively as you would like? Tell us what has worked for you.