Making Sense of Social Messiness

I encourage you to sample the first 2 minutes of this podcast. This is a tool-less conversation about social media. We actually started out the podcast with me commenting on the title and yes another book on social media which led to this comment:

Francois: I think a lot of people are like that. I wish we wouldn’t have had the subtitle that says it’s a competition by leveraging social media, because that’s what people think: “Ugh, there’s another social media book,” and it’s so not a social media book, it’s really a business book.

In The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media , Francois Goissieaux of Human 1.0 and Ed Moran of Deloitte identify how (and which) social media are fundamentally changing core business processes and the way businesses and customers interact. These changes are being driven by what the authors call the “Hyper-Social Shift.”

An excerpt from the podcast:

I think this study from McKinsey that says that 60 to 80 percent of all buying decisions are made, without anybody from your company being involved and without any person from your company being used. So, they are made by people asking their tribe’s members, their friends, their colleagues, experts that they respect and stuff like that, that’s how they make their buying decisions. And so, you need to go a step beyond thinking of advertising and start thinking about how can I make, how can I develop content that people who are already making recommendations about my products and services are going to use to make better recommendations.