Monday, December 17, 2007

Stop doing social because it's cool, do it because it's effective

I came across a useful article over at Forrester's Groundswell blog on introducing social web technologies - blogs or communities. No rocket science, just common sense, but perhaps useful none the less.

"What do most companies do wrong when they enter the social world? No, it's not that they're being fake, or don't "get it." It's that they don't really know their objectives."

"Is your company doing its social strategy backwards? If you started by saying "we should do a blog" or "we should create a page on a social network" or "we should create a community" the answer is probably yes."

"It's time to stop doing social because it's cool. It's time to start doing it because it's effective."

To help clients with this fundamental idea, they've come up with a little acronym called POST: People, Objectives, Strategy and Technology. Do it in this order, don't get it backwards!

1 comment:

Anonymous said...

Just as a feedback, the ASEAN division is not doing well. it is ruining the market, due to poor response, poor service upon handling over, poor market help or "help on good will".
These all will lead to expenditure of money, but thats not an excuse to what we as customer wants to get upon buying a produce.
Please change the way things are run in the governing singapore ABB.
Please have feedback from other country managers to see a clearer picture.