Open: The Far-Reaching Implications of Social Media
While the journey towards using social media involves reaching out, true transformation to becoming 'social' requires far more inner resolve.
As individuals, we generally agreee that it is easier to reach out and engage with others because our social networks are pretty much composed of persons we know already and that comes with a level of familiarity and trust. Now contrast this with businesses and brands that as a group has learned to navigate its successes using age-old practices that involves control and not a few secret business tactics - something that follows a pretty linear value chain. You know there's bound to be some friction around there somewhere going social.
In her eye-opening book, Charlene Li has pointed out exactly where social media is eventually leading businesses. It is not exactly a destination that can be measured like what businesses readily ask for when trying out a new direction. It is more of a means, not an end - when you will know you have succeeded when it has already permeated your business so that it becomes another lever at your disposal. You know you've arrived when you build practices in the organization to sustain openness and prepared to let go of the traditional concept of control.
Be Open. Be Transparent. Be Authentic. These are your social media mantras and like other valued disciplines, it doesn't happen overnight. Social media is something for the long haul but be warned because eventually, the true distance of your social plan is ultimately measured in your organization's commitment to open leadership.