The Dachis Group has created an engaging Infographic to help visualize the differences between socially optimized and socially un-evolved businesses. The full Infographic is available below but here are five key attributes of the social businesses:
These attributes apply not just to the communications, but to the mindset of a social business as well. The shift from traditional to a social business entails some important changes, including:
- New individual behaviors like being more open, sharing more and including diverse groups in conversations.
- New group behaviors like the shift from “me” to “we” in crowdsourcing ideas, working “out loud” and addressing issues as a community
- New ways of managing knowledge by letting go of top-down, structured methods in favor of a “gather first, organize later” approach to knowledge sharing
- New roles like “change agent”, “content editor”, and “community manager”
Benefits from adopting a more open culture and working style accrue to multiple parts of an organization. Marketing, Sales, R&D, Customer Service, and Finance all derive energy, insights and efficiency from working socially. Most important, customers feel heard and more connected to the success of the organization. As the infographic shows, the transition to social is more of a marathon than a sprint but is worth the effort. Companies clinging to the old ways can expect to feel pains that we associate with companies in a downward spiral.
What pains or gains is your company experiencing on the road to social optimization?