I’ve been in the Social Media game professionally since 2008 and back then I saw that the majority of businesses were still asleep at the wheel when it came to understanding how Social Media fits.
Seven years later, I still get the feeling that Social Media is just this nagging item on the to-do list for most businesses.
Some embrace it, but the efforts are mostly lackluster…almost an after-thought.
There rarely seems to be a real commitment to be social, just to be involved in social. It’s a checkbox that needs to be checked.
Social Media are necessary communication channels and by now, it should have already been implemented for businesses that want to survive or at least stay current.
But the bad news for the companies that have held out, is that Social Media is just one tiny component of what’s happening out there.
What do you see?
We speak with a lot of people. The conversations we have are indicative of what most people still see as the challenge.
- Still every conversation starts with Facebook.
- Still every question involves hashtags.
- Still every conversation is around social as a marketing tool.
But there is so much more going on. The world is changing. Technologies are rapidly being released. Behaviors are shifting. And “social” has expanded beyond just “media.”
Technology
We’re seeing the proliferation of internet connected devices, ranging from smart phones, to tablets, to smart watches, fitness trackers, and even some home appliances.
We’re seeing incredible advancements in automation with things like IFTTT, Zapier, Nest, Wink, and more…
We are steadily marching towards the point where humans will be replaced by drones and driverless cars for simple deliveries and transportation services.
We’re seeing the birth of new currencies called crypto-currencies like Bitcoin that, while not quite ready for primetime and the average consumer, are poised to redefine our monetary systems.
The Crowd
We’re seeing the crowd displace and disrupt industry after industry.
You can get a car without a taxi service with Uber and Lyft.
You can find a place to stay with Airbnb or Couchsurfing.
You can learn without a University with Skillshare, Coursea and Khan Academy.
You can eat without going to a restaurant with LeftoverSwap, Feastly and Suppershare.
You can fund an idea without a bank using Kickstarter, GoFundMe, or CrowdFunder.
Changing Behaviors
We’re seeing shifts from ownership to access as people use Zipcar and bike sharing instead of buying a car.
Instead of buying music people are subscribing to Spotify, Beats, Google Music, and others.
We’re seeing mobile technology usher in a new era of work, where freelancers can work from anywhere, on their schedule, reducing the need for physical space.
People look at more sources of information than ever before prior to making a purchase, and who they trust is morphing as well.
People have grown so accustomed to getting what they want on-demand, that the phrase “The Uber Of…” has begun to excite (and haunt) all of Silicon Valley and startup culture everywhere.
And yet…
- Every conversation starts with Facebook.
- Every question involves hashtags.
- Every conversation is around marketing.
We need to start thinking more about the BIG implications of these BIG shifts. Disruption is imminent.
To Keep Pace, Move Faster
In the midst of all of this disruption, and rapid changes, few seem ready for what is coming.
The days of “wait-and-see” are behind us. The organizations that embrace digital, will win…and they are moving FAST.
- Your website cannot sit unchanged for three years anymore
- You cannot rely on cold calling, television ads, and print ads anymore
- You cannot assume that you even know who your competitors are anymore
- You cannot be so focused on Social Media Marketing that you limit the conversation
The Wake Up Call
Social Media is no longer optional, we’re beyond that. The best practices are no longer a mystery.
The questions are now, “how well are you doing it,” and “how quickly are you adapting?”
At the most basic level, this means having business objectives that your social media activity is tied to, and a plan to implement and adapt.
At a more advanced level, this means that social has already been integrated across the organization and is actively flattening the organization, making it more nimble and responsive to customers, employees, partners, the industry, and the market.
If you don’t yet have your plan in place, you are falling further behind, and at a certain point, there will be no one who can help you dig out of the hole. There are far more threats to a business now than ever before, and being good at social media marketing is just one tiny fraction of what’s needed.
Social Media is not a race, it’s a marathon and it will not end anytime soon.
If you haven’t started running, time is running out.
This is the wake up call. Throw away the checklist and start running.