The advent of blogging and podcasting, social networking and other connective technologies - collectively referred to by most people now as social media - is seen in so many different lights, it's no wonder that companies and organisations are freaking out about it.

No doubt the situation was similar when other mediums such as newspapers, radio and television were first unleashed on to an unsuspecting public.

The difference, of course, is that social media isn't a 'medium' per se and therefore shouldn't be even remotely compared to, say, television.

Most people I speak to about social media get overly hung up about the technology, and while it's understandable, they're missing the point. Totally.

Social media is a state of mind. 

Forget the technology for a moment. It's simply an enabler - albeit, a very important one - but an enabler nonetheless. Social media is first and foremost a 'state of mind'.

While social media has been effective in leveling the playing field for smaller companies, it can also help smart bigger enterprises to gain a distinct competitive advantage.

But it's not because they're using social media per se that companies will all of a sudden become more successful - that's a nonsensical argument.

No, it's what social media represents that makes it all-powerful.

I'll repeat that:

It's what social media represents that makes it all-powerful.

To be successful in social media your company or brand needs to be genuinely open and willing to be part of the marketplace conversation. Full stop, end of story.

Your company needs to want to have two-way interaction with customers and be willing to take a risk and endure the occasional 'black eye' (i.e. wear criticism) in the name of authenticity.

Put another way:

Consumers want to deal with companies that are genuinely open and transparent and run by 'real' people, not faceless corporate executives. HELLO? No surprises there.

Consumers have a voice and they want to be heard. In other words, they want to be able to communicate with companies that they've purchased goods or services from. HELLO? No surprises there either.

Consumers respect organisations that are authentic and bona fide. HELLO? See the pattern?
Now, if a company was all of these things:
  • sincere
  • honest
  • truthful
  • straightforward
  • direct
  • frank
  • candid
  • open
  • upfront
...wouldn't YOU want to deal with them?
The beauty about social media is that it 'forces' an organisation to take a long, hard look at itself. If they can't tick any/many of the boxes above and they launch into the social media sphere, in all probability there will be 'tears'. Social media is by no means a marketing or PR panacea!
However, if a company genuinely imbues the above characteristics (or at least is trying to) then social media is a 'given' - a fantastic opportunity to: 
  • gain the upper hand over competitors, 
  • reinforce all things positive about the brand, and 
  • build and sustain a base of fans, friends and advocates (not just customers but media, commercial partners, local authorities and other stakeholders etc).
But you've got to want to be involved - and passionately so! None of this "let's 'do' social media because it's the next big thing". 
CAVEAT: Not all companies that are successful in social media are great companies, and there are fantastic organisations that aren't social media savvy but are still strong brands. 
However, I maintain the theory - in general - still stands:
A company that truly 'gets' social media is undoubtedly well placed to better understand - and have respect for - its customers. These are the building blocks of strong brands.
On the other hand, an organisation that dismisses social media - either through ignorance or fear - there's every chance they don't 'get it' - they don't 'get' their customers, they don't 'get' the power of authentic communication - in essence they don't 'get' that the world's changed and the public want to do business with companies that are 'on the level' in so many ways.
As stated earlier, social media is a state of mind.
What state of mind is your company in?


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