Four Crucial Questions to Help Tap the New Media Power for Business
Web 2.0's Need for Strategic Transition
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.
Photo Courtesy of Brian Solis – www.briansolis.com
As a result, new developments, such as the phenomena of social networking, are being relegated to the world of techies – 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.
Photo Courtesy of Rodrigo Vera
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.
Vision – Go Look
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.
4 Crucial Questions You Need To Ask
- What does your 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 strategic transition to the real, practical world to help mainstream businesses and organizations build competition leadership.
Courtesy - by David Henderson, Author of the Media Savvy Leader and Emmy Award-Winning Former CBS News Correspondent, at Expert Access
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