Tuesday, January 7, 2014

Step Forward


Blink:
“Without deviation from the norm, progress is not possible.” – Frank Zappa (Musician)  

Read On:
I am saturated from all my holiday, year-end reading.  Endless lists about the best of 2013 or the upcoming trends for 2014; posts about social media specifically as it relates to Twitter post IPO, content marketing tactics, ROI, video, etc., etc., etc.  All good stuff as I gear up for the road ahead.  However, this much I do know.  It appears most organizations are having a difficult time recognizing and adapting to the new collaborative world of Web 2.0.  Not just those businesses that I encounter on a weekly basis in my industry, but businesses worldwide.  Let us look at the findings of an interesting survey published back in November by the Online Marketing Institute (750 brands/agencies ranging from small businesses to global enterprises):

·         Only 8 percent of the respondents believed they were strong in all digital areas.

·         71 percent strong in some areas, but mediocre or weak in others.

·         15 percent responded mediocre across all digital areas.  

From my perspective, it is time for most businesses to turn up their digital burners or they will fall further behind on the road to Social Enterprise.  Why are so many businesses lagging behind?  Observation: Everyone top to bottom is stuck in the status quo – the black hole called meetings, financial gymnastics, avalanches of email etc., etc., etc.  Companies should be willing to adapt to a cultural shift – it is going to take time, training and experimentation.  As Frank said, “Without deviation from the norm, progress is not possible.”

Are you ready to step forward?


5 comments:

  1. Like many other disruptors, we need to allow for business to evolve...and for the old, white men who run business to pass the baton to those with a different perspective. Its frustrating, but the good news is that if you DO embrace technology and social presence, you will stand out from the crowd.

    ReplyDelete
  2. As I was reading about the most anticipated event of the past week- of course I mean the return of Downton Abbey, I was struck by a stat that, at the turn of the last century, private service roles (eg Butler's, etc in the show) employed more British than factories, or the land, or, I believe, more than any other single employment. Then one day, most of those jobs were just gone. This is part of the natural cycle, but if you are a Butler for most of your life, then there's no need for Butlers- I'm guessing you flounder a bit. Unless you constantly upgrade your skills, learning, network, etc. All of which are now easier than ever. Now, I've got to put those tasks on my to-do list...which is an app...

    ReplyDelete
  3. I think that there is value in specializing in a few social media outlets, with an understanding of the rest and an eye on the horizon for emerging outlets, unless your goal is market domination, in which case, you'd better be everywhere.

    ReplyDelete
  4. Great observations Jimmy. Sometimes those with the most experience triumph (Hewitt over Federer this week) but usually those with the most experience stick to their tried and proven methodologies and eventually go the way of the dinosaurs, Unfortunately, the pace of this latest revolution, is not going to allow a dignified phase out for those with the most experience who are unable to change gears and get with the times. (By the way - your e-mail account seems to be on the blink again).

    ReplyDelete
  5. As we have all heard so many times, understanding that you have a problem is the first step in solving it. Understanding the opportunities within the social sphere are often difficult for many to comprehend. Remember when programming the VCR was one our biggest technology challenges and by the time we figured it out we were on to something else. The social/digital space will transform over time but at it's core is arguably one of the best networking facilitators ever, and learning to utilize at that level alone is worth the effort.

    ReplyDelete