This is another post that’s suited for your coffee or tea break so grab a bag of biscotti!
A few months ago, I started a series on the evolution of social media adoption within an organization. Phase 1 talked about the Missing (which I introduced earlier as the Mistrusting), phase 2 discussed experimentation, and in phase 3, the Integrators learned the importance of looking at social media as part of the bigger picture. The difference between stage 3 and stage 4 practitioners is the level of sophistication, spread within the organization and access to resources.
PHASE 4 PRACTITIONERS
The Integrators know how to bring together the various components to achieve a shorter term marketing goal but phase 4 practitioners know how to use the selected tools across their programs and activities, and connect with their audience on a deeper level. They have a much clearer understanding of their careabouts. Their conversations feel more natural, human and well, more conversational. They understand that content needs to be a combination of industry, everyday and company topics -- and know how to do it. They understand that each channel needs to have its own purpose and its own deliverables -- and know how to do it. They are in it for the long haul and look at social media more strategically and holistically.
There is a fundamental change in their approach: Read More »