When it comes to social media, many businesses and other organizations get ahead of themselves. In their rush to be relevant in the new media space, they miss the most important step in the process: assessing their culture. The key foundation to success in social media is developing a social culture.
You’ve seen them, company Twitter accounts with no tweets for months at a time; Facebook pages that look like ghost towns; blogs with two posts that were overtly promotional and nobody noticed. All of these are examples that clearly point to a culture that is decidedly anti-social. Trying to participate in social media with an anti-social culture will only lead to failure.
So, you might ask, “What does a social culture look like?” Great question! Organizations with a social culture usually have these characteristics:
This is by no means an exhaustive list, but it’s a great start. Some organizations have a social culture that has developed naturally. Others have to work at changing their culture if they hope to be successful in social media. If your organization is not there yet, take a look at this article by Susan Rush at SmartBlog on Social Media that covers how Zappos maintains a social culture. You might also review a post titled “The 10 Best Corporate Blogs in the World” by Mark Schaefer at his blog grow. Then visit at least one or two of the blogs listed to see if you can spot any of the characteristics listed above.
What your thoughts are on developing a culture for success in social media?
Author: Steve Sonn
Steve Sonn is the Principal of S2 Marketing Communications. He has more than 25 years of marketing and PR experience with health care and business-to-business companies.