Regulations dictate some of our business practicesThey dictate some of our marketing practicesBut as far as social is concerned, they’re 87% the same
Just kidding about the 87%. But we’re mostly like everyone else.
[We’ve let them shield us from having to make changes everybody else already made]It’s much easier – and perfectly natural – for internal departments to just say no.
IT’S A DIFFERENT WAY OF DOING BUSINESSNot just another layer of approvals for stuffCore departments in your company have to think about all kinds of new challenges:The tension inherent in a marriage between traditional corporate structures (top-down control) and the nature of social media (groundswell)Workforce Culture – openness is a different way to operateIntellectual Property – who owns user-generated content and crowdsourced ideas?Data security – how can you protect a company’s data in an open world?
[so how do you effect change?][fight process with process]Make the departments a part of the process rather than teeing them up as a roadblock at the end.Get them emotionally engaged.
[try stuff to build capability]Don’t overburden yourself with strategyFocus on what you can change, not what you cantDon’t worry too much about getting an executive sponsor – get an executive that wont get in your way
Even with all this excitement of social media, there’s still a lot of questions that need answ3ered. For example. Miley Cyrus deleted her twitter account, but yet her tweets live on. Us gov to now archive social dataWhat will the long-term reaction be to using consumer data? What about privacy?Brands exploring new ways to use, store & analyze social data against there customer base
We’re looking to be a part of a consumer-centered social revolution in health . . . Come and join us.
