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5 ways corporate culture determines social media success - Schaefer Marketing Solutions: We Help Businesses {grow}

5 ways corporate culture determines social media success - Schaefer Marketing Solutions: We Help Businesses {grow} | The Social Media Learning Lab | Scoop.it

Social media success and failure is not usually determined by resources, vision, or ability.  It is inevitably a function of the personality of the organization.


The author covers the five signs that your company culture may be getting in the way of your progress including:

 Corporate culture mis-match — ...the realistic capabilities of your company culture.  Is your company ready to become a publisher? Are they able to react? Are they truly open to the idea of customer dialogue? 


Lack of executive engagement - To be successful in the long-term, you must have support from the top. Why? That’s who controls the purse strings and resources! That’s the person setting the strategy.


Related posts by Deb:
    

Messing up a Change Implementation with Someone Else’s Learning Culture?

   

Beyond Resilience: Givers, Takers, Matchers and Anti-Fragile Systems

    

Top 5 Apple BlockBusters and Reasons the iPad Rules the Tablets in 2013

 

Deb Nystrom, REVELN's insight:

This post provides a window into how values (including hidden values) trumps the best of intentions as well as the "shiny toy" syndrome of social media.  Being on trend is not a successful strategy if leadership and culture will not support it.


Hidden values like

  • fear of entering into dialog / exchange with customers, 
  • avoidance-oriented management cadre (often revealed in the quality of feedback in peformance management systems), and  
  • inconsistent or vague leadership messages about what's most important in how the company meets its mission and vision

will doom any social media company initiative, or relegate it to an inconsequential minor, and low-impact role.

 ~  Deb

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The Hidden ROI of Social Media, making it worth your investment

The Hidden ROI of Social Media, making it worth your investment | The Social Media Learning Lab | Scoop.it

“How can I quantify my limited time and stretched resources and be assured of a return?”  … the short answer is, you can’t.  And, it still can be well worth it.


This short piece goes along with the ROI trend I've been curating in social media, and includes the author's two favorite examples of intangible but valuable return on social media investment


Excerpt:  

You cannot be assured of a definitive, predictable ROI from social media, no matter the size or your business or nonprofit.


This is true even if you are Proctor & Gamble, “the world’s largest marketer” (according toBusiness Insider) with a $10 billion annual ad budget.


P&G recently laid off 1,600 staffers in its marketing department to dedicate more resources to its social networks – but it’s impossible to know (yet) how this has affected sales.


1. Establishing yourself as a Thought Leader. Share your abundance of useful information that people want to read.  Examples with sizable social media followings:


  • Chris Brogan is a thought leader in social media, advising us in how to use social media and social networks to build relationships and deliver value.
  • Becky McRay of Small Biz Survival. She writes about small business and rural issues, based on her own successes and failures.” 
Read the full article here, including Julia Campbell's second example of engaging with dedicated Brand Ambassadors.
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Elite Leadership Tweets and the $1.3 Trillion Price Of Not Tweeting At Work -

Elite Leadership Tweets and the $1.3 Trillion Price Of Not Tweeting At Work - | The Social Media Learning Lab | Scoop.it

"Recently, the CEO of Oracle, one of the largest and most advanced computer tech corporations in the world, tweeted for the very first time and joined a club that remains surprisingly elite."


DN:  Twitter is peerless in its current, to the moment sensing of what is going on in the world and the ease with which connections happen.  Leadership + social, however, moves slowly, as attested by the CEO of HootSuite.  HootSuite has been my favorite twitter management tool, by the way.  


Leader reluctance to fully understand the impact and usefulness of social media may be to their company's detriment, via new findings released by McKinsey as well as learning which big companies are investing in social now.


___________________________

   

Social technologies [can] free up expertise trapped in departmental silos. High-skill workers can now be tapped company-wide

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Excerpts:


Among CEOs of the world’s Fortune 500 companies, a mere 20 have Twitter accounts. Larry Ellison, the Oracle CEO, by the way, hasn’t tweeted since.


A new report from McKinsey Global Institute, however, makes yet another business case for social media:

  

  • According to an analysis of 4,200 companies by the business consulting giant, social technologies stand to unlock from $900 billion to $1.3 trillion in value.
 
  • At the high end, that approaches Australia’s annual GDP.
  • Two-thirds of the value ...rests in “improved communications and collaboration within and across enterprises...” 
  
  • Any human interaction in the workplace can be "socialized"--endowed with the speed, scale, and disruptive economics of the Internet.


___________________________

   

In the last year...Google, Microsoft, Salesforce, Adobe and even Oracle, spent about $2.5 billion snatching up social media tools.
___________________________

  

...R&D teams brainstorm products, HR vets applicants, sales fosters leads, and operations ...forecasts and monitors supply chains.

  

Social technologies [can] free up expertise trapped in departmental silos. High-skill workers can now be tapped company-wide.

  

...social sharing translates to a productivity windfall as "enterprise information becomes accessible and searchable, rather than locked up as ‘dark matter’ in inboxes.”


In the last year, the world’s largest enterprise software companies--Google, Microsoft, Salesforce, Adobe, and even Ellison’s own Oracle--have spent upward of $2.5 billion snatching up social media tools to add to their enterprise suites.


Even Twitter-phobic CEOs may have a hard time ignoring that business case.


Read the full article by Author Ryan Holmes, the CEO of HootSuite here.  Hootsuite is a social media management system with 4 million users, including 79 of the Fortune 100 companies.

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