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Lost in Social Media: The Phase of Experimentation. Are You A Seeker? #lostinsm

February 3, 2011 at 8:04 am PST

Last week, I explored 4 reasons for not adopting social media. This week, I’ll be focusing on the second phase of adoption: experimentation. Let’s call this group “Seekers”. The Seekers are the early adopters gaining hands-on social media skills, experimenting with different tools and learning how to connect with their audience. In this phase, financial and human investment in social media marketing is typically scarce and most likely this group will not have advanced listening, monitoring or analytics tools besides the free resources available. The Seekers can be found in small pockets of the organization and their activities will be limited to a group, department, function or program. In large organizations, this phase will typically happen in silos where one or a few groups start experimenting independently. Some companies may decide to set up a central social media group, a hub, to test social media tools and tactics, and keep participation within the four walls of their department. Regardless of where the effort originates, these groups will not be about scale and sophistication. The first wave of Seekers within a company are known as the pioneers. Their grassroots efforts help prove a concept and set a foundation for others. Read More »

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