Fast Company wants you to have your best year yet in 2012; click for more advice and tips on how to work smarter, manage your career, and lead a more meaningful life.
As I jogged down Wall Street in New York in October through the barricades, police horses, and thousands of activists, something became clear. The masses had self-organized and social media had added yet another social movement to its résumé. At the same time, something else became clear to me. Much higher than street level, in the boardrooms of America’s largest companies, social media expertise was far from entering the résumés of most C-suites.
Why is there confusion inside these glass fortresses around the world? Senior executives are struggling to get a grasp of what to do about the social opportunity for their kingdom. But hey, it’s new, right? The kids only started signing up eight years ago. For lots of people, the biggest concern with technology is figuring out how to operate their BlackBerry in the post-trackwheel era.
But with 2012 and the New Year upon us, countless strategy and planning sessions are likely on the calendar. I’d like to take the liberty of answering the most recurring questions I hear from executives of the world’s leading brands and share my predictions, with the hope that doing so will reduce the need to answer these questions by 25% in 2012.
“Every department is telling me they own social media so it feels like it has 12 owners. How do I think about it?”
Thinking of social media as a separate effort will lead to failure and you’ll lose a year. Social media is simply an overlay that must be applied to existing business functions including marketing, customer care, e-commerce, search, HR, internal systems, legal, etc. CEOs should understand this and ask to see specific plans to achieve business results through collaboration and smart planning. Being “good at social media” shouldn’t be your goal. Weaving social media into the fabric of your company and m...
[Source: Fast Company]
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