Multi-year plan
Social DNA is needed to actually act socially towards the target group. Giving, without expecting anything in return. Is that obvious for start-ups, young and innovative organizations, certainly not for existing traditional companies. And it is still that social DNA that makes companies successful on online channels.
, because they take their culture very far and guard it strictly. For them, however, social interaction with the customer is the most normal thing in the world. They don't have to shout that they put the customer first, they just do it. But what do you do then as a traditional, not so very social company, that wants to do something with social and also wants to walk the path of social evolution?
The easiest solution is of course to hire an agency or external party. Someone who has made this their profession and knows exactly how to do it. Who can take everything off your hands. That certainly sounds very attractive, but there is also a small error in thinking. This certainly allows for major steps to be taken, but 'social thinking' is still not really incorporated into the organization. However, it is a solution when such an external party really guides an organization in changing its DNA. A process that requires a lot of effort, takes years, will generate a lot of resistance and where there is absolutely no room for egos or the desperate protection of islands within the organization. However, there must be the perception that a change in the organization yields something.
Practice makes perfect
Should companies that are not yet there wait until they vietnam mobile phone number list have mutated and have a social gene richer? So that they can come out as real social superheroes? No way! Practice makes perfect, preferably in the form of a two-track policy. Focused on internal and external. So do both an internal finger exercise with social via channels such as Yammer , the intranet, real life meetings and discussions to change the culture from within, and explore the possibilities externally.
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On the outside, a social profile can definitely be worked on. For example, by changing the tone of voice on the website, inviting people from the target group to brainstorm and to analyze, listen to and explore the wild west of social media channels to see what it actually is. And by, for example, already choosing a channel to really set up properly. Of course, claim the rest in advance, record it and see how to integrate it, but then you don't have to rush into it yet. After all, the KLMs of this world are not the epitome of how things are done on the outside at an average organization.
Turbo or not yet?
This allows the organization to slowly get used to the dynamics of social media, see the (possible) effect of it and in the meantime work is being done behind the scenes on a socialization that probably still has a lot of work to do. That does not have to be fast. The trick is in implementing 'social thinking' in the rest of the organization and the activities. Only then can you take the step from social marketing to social business and really get the change off the ground. That does require a change of the people within an organization: both top - bottom and bottom up.