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Social Networking Integration

by Randall Craig on November 30, 2012

Filed in: Blog, Career Planning, Make It Happen Tipsheet, Management, Social Media

Tagged 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 terms Social Media and Social Networking:  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; it’s reasonable to expect that the requirement for a completely separate “Social” strategy will seem 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 a complete social media integration with their organization: not a tack-on delegated to marketing or HR.

This week’s action plan:  Look for one way to integrate Social Media into your day-to-day responsibilities. Contrived tasks or generic surfing don’t count: using the social web to achieve your annual objectives does.

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 machines or 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.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall “Barrel maker and fax sender no more” Craig


@RandallCraig (follow me)
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Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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