Comments on: The Importance of Showing Up

By: David Alston

David Alston — Tue, 26 Jan 2010 03:11:15 +0000

On a lighter note I hope we’re going to see you again at #allhat this year. Though I’m going to be expecting to shoot you with a hat on that head of yours this time :)

On a more serious note, with social media people have come to expect to talk to faces. Companies now need to humanize their brands if they want to be accepted into the hearts and minds of their customers.

See ya soon. David

By: roger ewing

roger ewing — Fri, 22 Jan 2010 21:20:07 +0000

As an x-school teacher, I understand the importance of “back filling” knowledge. By explaining to people why we do what we do, they have a better understanding our our motives. As a result, trust is a much easier commodity to create. Sharing is clearly what the web and social media is all about. If a company is not willing to embrace the concept of transparency, they will not garner the trust and the resulting business that follows.
Great insight, thanks for sharing.

By: Danny

Danny — Fri, 22 Jan 2010 17:20:18 +0000

Hey Shannon,

I really like this idea of having a “showing up” strategy for 2010.

Personally, like many referenced at the beginning of the post, I’m getting a little tired of our industry focusing on the same big brand social media success stories.

I like to learn from failures. I would love to hear more about what brands have failed in social media, not from critics or bloggers, but from brand representatives themselves.

Fail conference #2010. What do you think?

By: DWight Zahringer

DWight Zahringer — Fri, 22 Jan 2010 10:55:55 +0000

I agree. You need to be “in-it to win-it”. This is something that a lot of companies need to take not of. Being social is not a matter of just signing up. You need to make this a strategy of your overall marketing plan and execute it, track and refine.

By: Shannon Paul

Shannon Paul — Fri, 22 Jan 2010 06:05:48 +0000

Arik,

I think having an official spokesperson will be a necessity for communicating the official voice and positioning of the company. I think there will always be a place for this — especially for publicly traded companies that are required to disclose certain financial details. However, I don’t think this is the appropriate person or positioning for all types of communication.

Like every other type of communication, companies need to consider the audience and how to connect with them in ways that are relevant to the receiver. Official communication (often removed from the day-to-day operations) doesn’t provide the level of insight all audiences are interested in.

For example – If I’m the owner of a restaurant, I might be the perfect person to attend chamber of commerce meetings and deliver quotes to the media about the local business economy, but if the reporter is doing a story on artisan cheese, or wants someone to demonstrate how a recipe is made – I’m much better off letting the chef take over.

Most of those interested in social media or social technology aren’t interested in the why, they’re interested in the how. People like Richard from Dell are the chefs that are much more in touch with the contextual details of the recipes involved in their day-to-day operations. They not only understand the why, but they are well-versed in how their work is done. Anyone who doesn’t have this contextual knowledge will not be able to connect with this type of community in a meaningful way.

It’s no longer about identifying the right channels and networks for conversation – it’s about identifying the right individuals to build meaningful connections in these spaces. One person just can’t do this anymore. Times have changed.

Great question – I’m glad you picked up on this particular thread in the post. :)

By: Shannon Paul

Shannon Paul — Fri, 22 Jan 2010 05:55:10 +0000

Richard,
Your comment here embodies what is so hard to teach. You’re willing to be a work in progress – not the ideal solution to our computing needs – but a team of real people having real conversations with real passion… sharing the lessons learned along the way. Sometimes the lessons are in the things that didn’t work so well and sometimes they’re in the things that did work well.

I appreciate the example you set and I’m very glad you showed up :-)

By: Shannon Paul

Shannon Paul — Fri, 22 Jan 2010 05:48:38 +0000

Thanks so much, Scott. That means a lot! I know the dividends don’t necessarily pay off right away, but I believe the real relationships developed over time will help you achieve your goals. Kudos to you for taking the road less traveled :-)

By: Shannon Paul

Shannon Paul — Fri, 22 Jan 2010 05:41:55 +0000

What a coincidence, Heather. Although I suppose this isn’t all that rare. Ford is a great example of a company that was really ready to embrace a lot of the messiness that goes along with social media communication. I think the X factor in exponential success lies in anyone’s effort to show up. Can success be had without this? Perhaps, but the real power is still in real connections — not just a focus on “influencers,” but in an ethos that is inclusive of everyone.

By: Shannon Paul

Shannon Paul — Fri, 22 Jan 2010 05:38:26 +0000

I love your passion, Mack. The event at SXSW was one of the best by far – we were able to have real conversations. It was definitely one of my favorite events of the conference. I also love that picture of you and Richard in your hats :-)

By: Shannon Paul

Shannon Paul — Fri, 22 Jan 2010 05:36:30 +0000

Kellye,

So true. This is the hardest part to teach – it requires a leap of faith on both sides. Trust helps, but I think this usually requires a lot more patience and trust building. This definitely does not fall under “business as usual” in most organizations. How do you think we get there?