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BLOGSocial Networking Integration

by Randall CraigFiled in: Blog, Career Planning, Make It Happen Tipsheet, Management, Social MediaTagged as:

Have you ever considered how some words (and technologies) are so important, yet in the fullness of time completely disappear?  Buggy whips, Barrel makers (“coopers”), and Telex machines are but a few examples.  Not fifteen years ago, the term “ebusiness” was popular, until people figured out that there was no such thing as ebusiness – just “business”.

Today, we may be at a very similar turning point.  Consider the term Social Media:  what do they mean from a business perspective?   Communication, engagement, community-building, research source, advertising venue, sales channel, support mechanism are but a few examples.

These same terms are the basic marketing building blocks of any successful business; the requirement for a completely separate “Social” strategy is silly.  From an IT perspective, it is very much the same: at one point there were Word processing strategies and Laptop strategies.  No longer.

The movement of a technology (or a marketing channel) from a special place to commonplace is not binary – it happens one step at a time.  And it happens as leaders begin to understand the importance of the integration of “social” concepts throughout their organization: not a tack-on delegated to marketing or HR.


Is it now past the time to look at formally disbanding specialized “social media” departments, and integrating these responsibilities into the day-to-day of the departments responsible?  This week, ponder this question by asking how might we.  You’ll likely be surprised by what you come up with.

This week’s (flip-side) action plan:  On the flip side of complete social integration, is how quickly you retire some of the “old” processes and technologies.  Still have fax numbers on business cards – or have you replaced these with Twitter handles and Skype addresses? This week, look for a few examples of “old” that you can replace with the new.

Just call me Randall “Barrel maker and fax sender no more” Craig

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