Did you know your best brand asset walks out your door every night? Employees can be your most powerful brand proof points, either reinforcing or breaking your brand’s promise every time they interact with a customer, shareholder or even another employee.
You see, businesses, brands and organizations are truly struggling with the disruptive nature of social technologies. In fact, the term "social technologies" is part of the problem—we are all fixated on the technologies and meanwhile the real action lies in harnessing the change brought about by human behavior enabled by technology. I used the simple story of how a colleague shared a book with me. The book itself (media) is not social—the interactions, communications, stories and conversations that involve the book are.
Having just returned from vacation, (hence the break from blogging) I had the distinct pleasure of keynoting Silicon Valley AMA last night at Cisco’s Telepresence suites in Santa Clara. In my opening keynote, I had a specific message to marketing leaders in the valley to think holistic about social. I outlined some of the major impacts to other departments beyond marketing.
A recent survey conducted by Proofpoint found that 8% of companies had terminated employees due to social media usage (common causes including sharing sensitive information on a network). And while the statistic seems significant, it only underscores one of several upcoming challenges nearly every organization will face as changes in people, process and technology fueled by the collective movement we call social media begin to transform business. Here are a few challenges that every organization should be planning for right now. If you aren't you will be.
Involving community and customers in providing feedback about your products isn’t the only way to innovate your company. In the future, especially around public facing jobs at companies, we should expect brands to involve the community in defining what those roles should be.