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August 16, 2013 / Mervyn Dinnen

Common Sense, Judgement and Social Business

Social Business

A few weeks ago I had the pleasure of seeing Brian Solis speak. He’s passionate and insightful, gives good soundbite, and is able to convey some of the intricacies around social business in a way that makes them natural and easy to understand.

He’s recent released a co-authored ebook – The Seven Success Factors of Social Business Strategy – and last night ran a webinar dealing with topics from the book.

Sadly I wasn’t signed up to the webinar but was able to follow the conversation it created through Twitter and the hashtag #7socialfactors – here are five main takeaways from the thread that seemed to be most popular…

“Outcomes are not Likes, not RT’s…outcomes are business benefits”

“People don’t remember words, but they do remember stories”

“Social media is too important to be left to the marketing department”

“Don’t just do something because you read it on Mashable”

“Social Media success lies in focus on engagement, experiences, relationships and outcomes – not channels”

A lot of the wisdom and thinking around ‘social business’ is usually good business practice requiring a mind-set that doesn’t see using social media for business as complex and uncharted just because the technology is new and emerging. As Brian wrote recently:

Social media = technology
Social business = thinking or convictions

We used to talk about internet commerce and internet recruiting, then e-commerce and e-recruiting and now it’s just commerce and recruiting, and the same will go for social over the next couple of years as social business becomes business as usual.

What we really need to make a lot of this happen is common sense and judgement …and as some of the commenters on last night’s thread noted – common sense isn’t always common and judgement isn’t something you can train. As one tweeted:

“Social Media training = what you should do and what you shouldn’t. Judgement is needed in-between. You can’t train judgement”

Maybe common sense and judgement are two things we need to look for a lot more in the hiring process, and also seek to create a social media ‘knowledge hub’ in the business.

After all, social engagement in a business isn’t owned by one person or one department – it’s owned by everyone.

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