Why Social Media is Like a Donut

The Social Media Donut

Glazed Donut

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E-Consultancy recently published a report on business useage of Social Media.  While reviewing an excerpt of the report, it struck me that many firms are in the Early Adopter stage.

While I’m not questioning the research report, I am left wondering what this all really means.

When an organization says it is ‘experimenting’ with Social Media, is it merely allowing employees to be on Twitter and Facebook during the work day, perhaps to keep GenY employees happy?

Does ‘heavy involvement’ mean that someone has been hired full time to Tweet about a company’s offers? Is it having a few brand ‘friends’ on Facebook? Is it having an research analyst sift through monitoring dashboards for some pithy consumer comment?

Of those who ‘don’t do anything’, is it because Social Media  is not the right way to engage their customers? Is it because other channels are proven and deliver accountability for results?

It’s really about the hole in the donut – the organizational white space in which one must ask: “What is Social Media in the first place?”  To wit, “In my experience, the white space has always been where the action is.” – Dr. W. Edwards Demming.

– Ted Morris, 4ScreensCRM

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