The think (here) Blog

This post was inspired by Andrew Swenson's (@wordpost) November 4th post over at wordpost.org  titled "We're transparent, authentic, and on Twitter... now what?" 

If you have not seen the post: head over, say hi, take a quick read, and head back here.  I'll wait.  (If you are too cool to read it I will briefly break down the key points.)

Andrew's post calls for a shift in the conversation about social media.  He states:

We don’t need any more lists of tips to help us get more followers. We need a strategic understanding of what the real-time web will look like so that we can write our business plans and outline our strategies for community engagement.

He continues by defining the goal at the other end of the "bridge" as the migration from Social Media to Social Relationship Management.  He continues:

I think we should be done writing about why using the social web is a good idea—we need to start writing about why X or Y practice is the best for engagement in this social space... After all, when we all set our eyes ahead, then crossing the bridge together becomes less scary and difficult.

Andrew and I exchanged comments about the post. From that, I feel we arrived at the most important factor in the shift. In order to "cross the bridge" (i.e.- successfully transition into Social Relationship Management) Gen X and Gen Y have significant roles to play. More importantly, it is those who have already crossed who are forging the "best practices".  Now where do Gen X and Gen Y factor in? My personal example serves as the perfect case study.

By day I work for possibly the most forward thinking Law Group on the planet.  I will dive into much greater detail about how I landed the position, and what exactly I do, next week.  For now it is important to note that I am what one might call "Gen Y" and my employer is the ideal "Gen X".  I (Gen Y) am the "social media champion" at my organization, but the only reason I am able to do what I do is because my boss (Gen X) is leading the change because he has the pull to make the "sweeping changes".

I believe the company I work for is already on the other side of the bridge, and they are not alone.  I think any company that has met the following criteria is already on the right track.

First, it is worth reiterating what is takes (from Gen X and Gen Y both) to be both Transparent and Authentic:

• Open and Transparent Culture (Gen X)- This is something that has to happen at C-Level.  Before any bridges can be crossed, a company needs to accept the culture that real time web requires.  Without it Gen Y can't be the Passionate Champion they need to be.

• Cultivate a Passionate Champion (Gen Y)- Once an Open and Transparent culture has been adopted there needs to be someone to take control, and to (as @garyvee wrote) "Crush It!"  They need to pour their heart and soul into it without focusing on anything but the community and the brand.  The further detached the Passionate Champion is from metrics, statistics, and financial data, the better. The Passionate Champion's only focus (initially) needs to be on the community.

• Reliable, Relevant, Real Time (Gen Y)- Content is still king.  You are only as good as your last post, your last comment, or your last video.  The only way you can lead a community is to be a part of it. This is something that can't be faked (long term).  In order to create true Social Relationship Management, it is mandatory to develop true Social Relationships.

Now that we are all on the same page, it is time to address Andrew's statement that "What’s not covered is an understanding of how this is impacting businesses as we move into the next phase of social connection."  I propose the following new business principles to be established: 

•  Plan campaigns by the year (not the month)-  Sure, set milestones, but understand that the name of the game in Social Relationship Management is becoming the consistent, remarkabe, and reliable source your community needs...and that is something money can't buy. (Hint- time can!)

• "Social" not "Sales" - The Passionate Champion should not be viewed as a sales position.  The one and only task associated with the Passionate Champion is to manage the community and be the reliable source of information.

•  Cultivate demand, don't demand cultivation- This early in the game, "Social" revenue is supplimental revenue.  Build a foundation the community can stand on.  Shift attention and focus as the community demands it. 

• All Niches are not created equal- The size and activity of a community should dictate the actions, intentions, and goals of the Passionate Champion. 

I know that this is meerly the tip of the iceberg.  The new business principles listed above are simply the beginning of the discussion.  The question is, what side of the bridge is your organization, your company, and your mindset on?