Web 2.0′s Need to Help Business
There is an unfortunate yet growing disconnect developing between corporate America, and the potentially effective opportunities for enhanced online communications offered by the innovative Web 2.0 movement.
In short, the dots are not getting connected to demonstrate how the new technology of Web 2.0 can benefit business and organizations.
As a result, new developments, such as the phenomena of social networking, are being relegated to the world of teckies – software developers, online designers, IT vendors and so on. Rather than being seen for its strategic potential to help organizations to better interface with stakeholders and enhance value, the tools of Web 2.0 – including popular social networking sites, such as Twitter and Yammer – are too often dismissed as trivial by executives.
There are, right now, numerous expos and conferences around the world by and for people with a vested interest in Web 2.0 technology to discuss the nuts, bolts and minutia of what the latest hot social networking platform might be, largely without consideration for how to communicate that enthusiasm to businesses and organizations that can ultimately make it a success. Preaching to the choir will not get Web 2.0 out of the box.
Here’s a reality – with few exceptions, such as Cisco, neither business and organizations nor their support services, such as public relations and advertising agencies, are scrambling to invest in learning Web 2.0’s potential. It’s simply not happening. Most PR and ad agencies are already woefully behind the curve in learning the online world because if clients have not bought into Web 2.0 there is little chance for billable hours.
It is the responsibility of seasoned business consultants who comprehend the vision of Web 2.0, together with disciples of technology, to shift from talking about tactical online tools and geek jargon to practical strategic uses that will create tangible results and bottom-line value that will get the attention of corporate America.
It starts by leaders stepping back and taking a more strategic view of the competitive landscape. Put aside for a moment all the tactical choices—things like interactive sites, streaming video, viral word-of-mouth tactics, social networks, branding in a virtual world, Web site newsrooms, blogs, and so on—to focus on understanding the strategic business elements that include objectives, perspective, understanding audiences, messages, and outcomes.
- What does an organization want to achieve by using online media to promote its vision and message, for example?
- How can it best manage communications through online media and social networks to gain assurance that the meaning of its words are being conveyed accurately?
- How can an organization manage interactions with journalists and bloggers to its advantage?
- On a personal level, how can a CEO, leader and executive become media savvy and recognized as an influential and respected voice in a competitive field?
It’s time for Web 2.0’s makeover and transition to the real, practical world where it can help mainstream businesses and organizations build competition leadership.
Related posts:
- Untangling Online Strategies and Web 2.0
- Behind the Boomer & Web 2.0 Curve
- Social Media Prepares You for Downturn
Category: Featured, Leadership
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I’m sharing this post with as many people as I can so more people can hopefully heed your insightful advice. As a longtime PR professional who has always been interested in how the Web can be used as PR tool, I was fascinated when blogs, podcasting, social networking, and now Twitter came on the scene. Like you, I feel it’s so important not to just let the technical staff put up your blog, etc. There’s no real strategy and thought there (most of the time), just hard coding.
I had one client who had their Web firm create their blog. It looked lovely, but the content had nothing to do with what a blog should be. Technically a blog, but so off the mark, it would do them little good and in fact, i felt, reduce their credibility as not truly understanding social media.
So I actually ended up forming a second company that strictly helps businesses use social media tools to expand awareness about what they’re doing, but with a PR and marketing perspective. We create a message and concepts that are creative, fit your brand and that engage your target audience. And even more key, we stay on top of it for you all so it’s always up to date. That’s where most people drop the ball.
Now, as you said, PR firms aren’t diving in headfirst because they’re not getting a lot of hours, and it has been steep hill for me to climb with my clients too. But slowly but surely, they are getting it and coming aboard and happy with the results. Social media doesn’t work unless you engage it smartly, just like any other marketing tool. Thanks for your post.
Lyn,
You clearly are in the lead and are among those few in the PR industry who know that message and objectives drive the tactics, including blog design.
Nearly each week, I hear stories about how the major PR agencies are only now beginning to understand basics, like Google Analytics. They remained locked in the era of counting clips, which is such a disservice to clients.
Good for know you!
David
I am currently serving as Chairperson for the Agents Council for Technology (ACT)Future Strategic Issues Web 2.0 Work Group. ACT is sponsored by the Independent Insurance Agents and Brokers of Americal (IIABA)
This post speaks directly to our mission:
“Assist independent agents, carriers, and other industry organizations in their understanding of the evolution of the Internet to Web 2.0; how they might benefit from these new Internet strategies and get started with them.” Great post – Thanks!