Web 2.0: The ‘Who’
With Justin Souter of Souter Consulting
Part 7 of a series of articles on the application of Web 2.0
I thought ‘Why’ was going to be the most important article, but now I’ve come to it, I’m thinking that this one is. If you and your people don’t “get it” and do it, the rest are rather wasted!
Everyone needs to understand that it’s coming.: If you are charged with implementing a Web 2.0 or Social Media strategy, don’t forget the people change:, let folks know what’s going on, and have a plan for managing their expectations. Check out my Web 2.0 resources and benefits pages to help you write your business proposal.
In terms of who should be doing what - find someone who’s got a story to tell, who’s going to enjoy the contact with those they encounter, and who has the rcommunications skills. They will act as a bridge to the groundswell, and aneed to keep the rest of your organisation involved.
If you have a PR function / person, then they could be scanning the web for mentions of your brand, and talking with people who are talking about you online. Your marketing people will like having a dialogue with existing customers and potential ones; your web designers may well reap benefits; and the spreadsheet junkie might just be grateful to have the responsibility taken off her shoulders. ;-)
Your financial bods might be thrilled if you can host your applications without buying an expensive infrastructure, but your security people will have to sign it off first. Entrepreneurs particularly like cloud computing, as it reduces the need for venture capital funding and the equity they demand.
If you’ve got subject matter experts or product managers, then they can engage with customers and stakeholders more readily. Perhaps your product development team could gain novel insights, or your intellectual property cadre could earn some wonga by trading IP. Wikinomics can tell you more about this.
If you are able to strike up an enduring conversation with the groundswell, I believe you’ll be so much better off as a result. Treat your people like grown-ups, and do as IBM do and have rules and regs for managing how your staff use Social Media, and also Virtual Worlds. After all, you can only keep the waves back for so long!
Inevitably, if you’re reading this, then it comes down to You. You and your Boss, that is. Get your Boss’s blessing to experiment, and use the hints I’ve provided in this series. Check out my Web 2.0 resources and benefits pages to help you write your business proposal.
Next week I’ll sum things up in a conclusion but-as ever-let me know if you have any questions. Props to David Coxon for his help with this and the ‘Where’ articles.
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Comments 1
david coxon
Posted 560 days ago
Who, is this question asking who is using web 2.0 or who should be using web 2.0?
If your asking who is using it now, the answer is everyone, your employees, your customers, your suppliers, your partners, the media, advocates and if they arn’t they soon will be.
If your asking who should be using web 2.0 then the answer would be anyone, anyone that is that wants to have hold any kind of dialog with users, clients, suppliers, peers, employees etc.
As far as business is concerned who should provide the voice of the organization, well that really depends on the organization, for some the its business wner or manager, for others it will be the pr department or marketing, yet others may chose to have the product designers or developers, some companies even encourage every employee to get involved. One thing that is crucial is that whoever does get involved, should have the authority t speak on behalf of the organisation and the ability to feed comments back to the right people and get answers to any queries that come in, and that they are allocated enough time to do a good job.
AS far as saying MD’s don’t have time to get involved, there are plenty of md’s that do? Unlike web1 web2.0 is about the move from monologue to dialogue and if you ask any md’s that blog, twitter or use any social media they are likely to tell you that their business success if due to being able to meet customers needs and that means, knowing their customers.
A common mistake of web 2.0 is to treat it like traditional pr or marketing, its all about honest dialog and building trusted relationships, not simply putting out a press release.
As for which of your 6 honest men is the most important, well all 6 are just as important (in fact that is kinda the point) there is no point in getting the who right if you got the where and when wrong.