Social Business is Not Enough
December 23, 2011 22 Comments
Many of us who use social networking platforms in the professional world know that it can be difficult to get “old school” leaders to understand the power of these approaches for business.
Say “social media,” and they think of Facebook and Twitter and YouTube (and all the baggage that goes with them). Let’s face it – those platforms weren’t designed for, nor did they take flight because of, business. Their roots are in personal publishing and sharing.
The new buzzword making the rounds is “social business,” and while this is an improvement, it still gives a very incomplete picture of the new world of connectivity we’re now part of.
Let’s take a step back and look at the entire mural. At the risk of over-simplification (bear with me, stories are best told in simple terms), we have seen develop, over the years, several “internets.”
The internet of media is what we think of when we look at the early (and current) web of URLs containing informational media.
The internet of commerce (business) is when the web matured to allow us to, more directly, buy and sell and conduct business transactions digitally.
The internet of people can be thought of us as the era of social media – making people connections more readily.
The internet of things, about to explode into far greater significance, is the soon-to-be-endless streams of data coming from objects (sensors, readers, etc.) that will be accessible over the web.
That’s how it looks conceptually. But in our digitally connected world, this is how it is increasingly looking:
What we’re looking at is an inexorable and rapidly-growing cultural and technological movement toward full digital connectivity at every level. It’s not just social stuff, it’s not just media, it’s not just mobile, and it’s not just business. All of those things are subsets of something far greater, something every CEO needs to recognize. This is the era of real-time connectivity.
Sure, we want to help other professionals understand the revolution being brought on by digital networks. But by “selling” the big picture, we create buy-in for the pieces of it – the strategies and tactics of social media/networking/business as we now practice it (click to biggify ——> )
To further explain, let’s use a very relevant example, something that we all use: the architecture of the Internet. The internet was built as an expandable series of servers (nodes), each with an address (IP address numerically – we usually use the URL or web address). In this architecture, everything is connected in real-time – it doesn’t matter if one of the nodes is in Romania, and I’m accessing it from New Zealand. All (public) nodes are accessible:
Got it? Now, just expand the idea outward to include – well just about everything! Simply think of the nodes as consisting of people (and groups/communities) and servers and devices and supply chains and products – all connected in real-time. You remember years ago when you saw the first evidence of this – when UPS first rolled out those digital pads that tracked the delivery of packages to your door? That was just the start. Just today, when a Proflowers order I made was delivered to my mother’s door, I got an e-mail almost instantly telling me that the transaction has come full circle. And, if she wished, she could have shown them to me 1 minute later on Skype video.
Yes, we are rapidly moving toward a time when everything and everyone will be an IP address.
So – while there’s a place for talking about specific apps and platforms, we really need to escalate the conversation to the high-level drivers that are shaping all of global society – impacting everything from supply chains to PR to marketing to internal comms to location to data streams and much more. All of it is being incorporated into real-time connectivity, through a variety of always-on/always-present devices.
We need to step back and educate business people about the unstoppable trend currents that are re-shaping all that we do. It’s not merely about putting up a Facebook page, or even putting social approaches into every level of business. It’s about something much bigger. Something VPs and Presidents and CEOs cannot consider optional.
It’s not about “social” something. It’s about the reality of a real-time, universally-networked world.
I will be so bold as to predict that whole new business models are going to emerge, based on the principle of ubiquitous, every-level connectivity. Where these things all merge together, there will be an endless array of services needed to make sense of information and connections (and take advantage of opportunities).
What would it be like if new and existing businesses started with this perspective at the center – we MUST build (and re-build) everything we do around the real-time digital connectivity that will soon surround us at every level?
Guess what? Those will be the business that survive for the long haul. Because that’s the world we’ll be inhabiting. “Social business” is not enough. This revolution is far grander in scope, and we have the privilege of painting the entire picture. Let me know what you think we should call it…!
Hire Steve Woodruff if your identity and message need clarity (Brand Therapy)
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