There’s quite a funny video that has got almost 50,000 views by now on YouTube. It is titled ‘The Social Media Guru’, and in case you haven’t seen it by now, you should take a look, though you might want to keep the audio levels down thanks to the language
httpv://www.youtube.com/watch?v=ZKCdexz5RQ8
While the video does generalise and could cause some heartburn among some who work on social media and do good work, the reason I found it funny was because I see around me, a lot of what is shown in there – a preoccupation with the tools/platforms in vogue, and the lack of something as basic as an objective. As always, the tools are less important than the philosophy of sharing, collaborating, and 2 way communication that’s happening not just on social media sites, but across the web, though the former, because of their inherent nature, have taken it to a different level altogether. The combination of a client who has decided his brand needs to be on twitter, thanks to some article he read somewhere (or an even more vague reason) and the social media guru whose answer to any client is a templated Facebook page + twitter account + you tube, is quite lethal – to two sets of people – the agencies/individuals who are doing/interested in some genuinely useful work on the social media platforms and the brands who decide not to take the plunge basis the results of the poorly thought through/executed programs of other brands. It doesn’t help that the medium is still in its nascent stages and everyone is still learning.
While social media practices and practitioners might be fewer in India, as compared to the US, the challenges faced show very little such skew. I read two posts recently on the subject. Karthik wrote about ‘selling social media engagement in India‘, where, with the experience of working in a PR firm and pitching social media, he looks at the changes he’s seen in the acceptance of social media among clients over the last couple of years, and the key attributes for making the sale. He mentions how an existing communications partner has a ‘door opener’ advantage as compared to say, an exclusive social media agency, which helps them get the right people from the client side involved in the pitch, and the need for proper articulation and simple guides which could be used by the client team to sell to their bosses.
In another extremely interesting post, Sanjay writes about “Advertising Agencies and Social Media: The Challenges“. He notes fundamental differences in the way an advertising agency looks at communication, and how communication actually happens in social media. The observations on ‘campaign’ focus, the obsession with perfection (copy), the mechanics of how communication is rolled out, are all spot on, and something that I too have experienced several times while dealing with creative agencies. He ends by mentioning that in the current scenario, agencies keep treating these platforms as broadcast media. That last thought is something I keep deploring regularly here, so I completely agree.
Now the thing is, while these are all perfectly valid points, I was looking at it from a different perspective. I wonder if, in the entire spiel, social media’s proximity to marketing/communication/brand as a function completely overshadows the cultural transition required by the client organisation. Does it get discussed at all? Even in my post rant some time back, I had only emphasised the usage of social media in the PR, research, advertising disciplines and the different stages of the product life cycle – including sales, customer care etc, and barely mentioned the culture change.
The subject of a shift in culture is something I have written about in several contexts – from basic thoughts on transparency in organisations and controlling employee communication internally and with the outside world, to the need for organisations to understand themselves and the value they provide before going overboard with listening and acting on consumer feedback, to whether the size and scale of the organisation dictates its culture and its internal and external communication processes, and the necessity to tackle business problems and look at it as something that needs to be addressed at an enterprise level too and not just at a brand level. The Dachis Group presentation – ‘Social Business by Design‘ illustrates this extremely well.
I examined it further in the framework of the Awesomeness manifesto, which i regard as an excellent set of fundamentals for organisations, if they want to operate profitably in the evolving business scenario, and in all four of its pillars, I could see the need for a more holistic approach to social media. Its obviously easier said than done. It involves a vision, the zeal and guts to translate that into internal and external business practices- from environment to employee friendliness, training of personnel, readjustment of business goals, hiring people who understand this new design – like say, P&G’s technopologist, who can operate across functions to evangelise it and help apply it in different contexts. And that’s just a few things. Look at an application of this across your organisation, and you’ll see how massive an endeavor it is. Maybe only a few organisations are thinking about it now, but I think it might become an imperative very soon, decided by external forces beyond the organisation’s control. Whether this is spearheaded by the organisations themselves or an external agency would be a decision based on several subjective parameters. Maybe then, organisations will be able to figure out the ‘gurus’ better. 🙂
So while, it is good to see great social media efforts from brands, I wonder whether more needs to be done to integrate it more fundamentally within the organisation.
until next time, social nirvana 🙂
Bonus Reads:
Customer Twervice by Social Media Explorer (10 examples of companies using social media for customer service)
Social Media Policy Database (Via Six Pixels of Separation)
Why its time to do away with the Brand Manager 🙂
