So, looks like I managed to bookend social media week in San Francisco catching the PeopleBrowsr event on the first day, and today, one of the final sessions with headliner Shel Israel. I’m sure there’s no need for introduction, but just in case.
An interesting takeaway for me was Shel’s statement that ‘social media is no longer disruptive… it’s in the process of normalization’. What does that normalization look like? Facebook and Twitter buttons are on the website of almost every major brand out there. It also means many companies now have a dedicated person performing some form of social media management role – generally spawned out of the marketing or comms department (although potentially covering much more than that).
Shel mentioned how brands like Dell and Best Buy are hiring journalists to come into the organization and report what they see. As the other Shel present (Holtz) emphasized to me, this is significantly different from journalists jumping over the fence and becoming PR professionals. This is journalists independently reporting about what they see within an organization (kind of like when a journalist team embed themselves in an army unit during conflict, but without the need for body armor).
Shel Israel also described how companies (including IBM) are using social media to inform product development. Upcoming features and betas are shared with users prior to general release. As Shel points out, amongst other things, there can be huge cost savings in marketing departments: no need to go out and try and convince an audience they need to buy a product they didn’t really want in the first place.
As Katy Keim, CMO for Lithium later suggested, we are moving to a paradigm where social business is just a metaphor for good business. In fact there’s no reason to call it ‘social’ business (ties up with what Charlene Li said years ago about social networks becoming like air).
I do strongly agree with the sentiment that ‘social’ is now heavily woven into the business psyche – it’s getting increasingly difficult in business circles to find individuals who will discount the importance of social media in practicing business today (which wasn’t the case two years ago). However, our business processes and organizational silos are yet to materially come up to this ideal. One example I heard this week: social media monitoring is still largely only applied to marketing campaigns, rather than building a picture of all conversations happening around an organization. Whilst the spirit of disruption may no longer be there, I think there is still some change management ahead of us before all business is truly social.
See more of the conversations around this event on Twazzup.
Attend a future Social Media Breakfast (East Bay).