Real people in real situations, talking about real things in their real words and in real time. It’s like being given access to the world’s biggest and best focus group. Compelling, isn’t it? Market research transformed. Advertising planning reinvigorated. Customer service taken to new heights. Marketing campaigns informed by new insights into customer behavior and preferences…or maybe not.
Knowledge, information and insights are, all too often, trapped in social media silos, ignored by strategic planners and other important decision makers. Pretty screengrabs of charts – showing nebulous social media data points – are sometimes flashed up during senior management presentations, but rarely does anyone ask, ‘what does it mean?’ or ‘how can we make the most of what we are being told?’
Speaking different languages
Those responsible for handling social media activity are often complicit in this wasted opportunity by failing to translate the language of social into the language of business. Why should anyone in senior management care about your likes, shares or positive sentiment? What has any of it got to do with the organization’s strategic priorities?
Part of the problem is that most social media teams and specialist agencies are pretty inexperienced when it comes to strategic planning – by instinct and temperament they tend to be doers rather than thinkers. They have also emerged from a new economy business culture that doesn’t really do planning. ‘Fail fast, fail often’ has become the mantra of Silicon Valley, justifying an impatience with deliberation and careful analysis, and the prioritization of execution over planning.
It also doesn’t help that most senior management teams and boards – once you leave the rarified worlds of the technology and ecommerce sectors – are digitally illiterate. Not only do they not really understand the potential of social technologies, but they have an innate suspicion of the hype. The social media evangelists have not always helped themselves by often over-claiming or exaggerating its benefits.