I found this cracking post about social strategy on a new blog called RichFormattedText. It asks a really important question: why do companies find it so hard to use social media when millions of private individuals find it so easy?
In a nutshell, it argues that it’s because individuals are empowered to act. We can take our own decisions about what we say and how we say it. We’re all capable of speaking for, and managing, our own personal brands.
For business, the implications of this aren’t just in digital marketing. To be effective in social media companies need to look at much bigger themes like organisational design, staff empowerment and brand strategy. Perhaps it’s no wonder that many companies currently put social in the ‘too hard’ pile. But I suspect the success and competitive advantage accruing to those companies that take on these challenges will force others to act.
In the future brand values won’t be decided by brand strategists and then communicated to a waiting world. Who you say you are, will have to bear some relationship to the reality of what you are, as experienced by your staff and customers.