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Jeremiah Owyang of Forrester writes about the The 3 “Impossible” Conversations for Corporations. It is quick and informative read on the conversations that companies typically shy away from, but should embrace to have them become a bit more human.
His three points are:
– Ask for feedback
– Say positive things about your competition
– Admit when you are wrong
Hopefully, brands will see the upside in terms of having more opportunity to exercise conversations around the first two-items. That said, the third kind of conversation Jeremiah lists becomes much more palatable for all involved (reader/consumer, writer/brand) when you have some experience with the first two.
Last week I posted a piece titled “Social Media Is Always On“. I believe, as many other do, that social media is a continuum. When explaining social media in that manner to those who are newer to the space, I have sensed an immediate acknowledgment that it follows a different stream than the campaign-based model of print, radio and TV.
Reinforcing the notion of “always on, Shel Israel of Global Neighbourhoods (via Jeremiah) has a terrific take titled Two Social Media Camps in the Enterprise which looks at what may happen inside an company. The issue he looks at is when one person in the company gets the social media space and is a “white hat” in their approach but, the guy/girl down the hall doesn’t get it and merely attempts to exploit a perceived marketing opportunity using social media. How does that reflect on those who “get it” and have been champions for the same brand? I like Shel’s take on the issue and it made me think about which type of “marketers” are at fault.
It boils down to understanding that those who look to game the system don’t get it. Never have, never will. They bank on cheap tactics and let the other “saps” do it the right way while they act in a deceptive and self-interested manner. These are likely the same folks who asked you to borrow an essay in High School or University. Social Media is just the latest area they can try to pull a fast one and cut corners.
The thing is, it used to be a lot easier. Today it is harder to produce results without spending effort to understand what’s is really going and how to succeed. Realizing true power means investing in the underlying potential. Many will try to get it right the right way and may stumble a bit on the road. We like those people. However, many enter the gates looking for the quickest path with all the wrong intentions. They will quit when it gets to the point of having to actually work at it – even a little bit. Why? That is what they always do. And, when they do, it becomes a better place for all of us.
Darwin was right.