A study done by Charlene Li’s Altimeter Group shows that companies who engage in social media have done better financially, even in a recession.
Li is quick to point out that the companies’ financial success is not necessarily caused by their social media engagement, but there is a strong correlation.
What does it suggest? Here are three things that stand out:
- The winners are using social media across the organisation, not just as part of marketing and HR
- Their social media use is an outgrowth of a customer-centric culture, not an add-on.
- Social media for them is as much about listening to their customers, as about sending messages.
iJump’s focus on culture
Sometimes potential clients just don’t get Marie. They can understand me, with my marketing and technology background, but Marie is neither a techie, nor a marketer. She’s a customer service specialist, and a trainer who helps move people from apathy or fear, to engagement.
Those skills are crucial to make social media more than just a passing fad for companies.
Yes, the technology is important (and ever-changing). What’s more important are the people who drive it.
Social media is only ever a window on your culture. If you have an unhealthy culture, it will come through, whether communications departments forbid it or not. If you have a healthy, vibrant culture, that will come through, too.
Our job isn’t just showing you the window, it’s enabling change in the culture inside, which in turn leads to genuine, human engagement between you and your customers.
What’s your organisation like? Ready for the window, or stitching up the curtains?