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Lost in Social Media: Finding Our Way #lostinsm

January 18, 2011 - 3 Comments

My yoga studio is packed these days. No wonder, it’s January, – the time for new year’s resolutions.  

I’m not big on new year’s resolutions because I feel like I can make a change at any time but, I want to start off this year with a new blog series: Lost in Social Media or #lostinsm for short.”What inspired the title of this blog series?”, you might ask. Getting lost in Iceland. Not kidding (check out the evidence below).   

You see, I’ve been thinking about this for quite some time now: how do we, corporations, evolve or grow in our social media adoption? Over the next few weeks, I would like to take you on a journey and share with you the 5 phases of social media evolution I’ve created.

A few caveats: The stages of social media adoption are general theories, and it is possible for a large corporation with multiple marketing groups to be in different phases of the evolution. It’s natural – especially if your social media efforts originated in smaller pockets of the organization. Let’s say you have international offices and you are sitting in the corporate headquarters in the United States. Your views on adoption may be very different from those of somebody located in the Beijing office. You will likely assess the level of adoption from your perspective.

The basic idea behind these stages is to show how a company can consciously evolve its use of social media if they choose to. Inevitably, not every company will aspire to reach “social media Nirvana”. The hope, however, is that as more companies jump on the bandwagon, they gain a better understanding from the get-go of what it really means to “be in social media”.

And last but not least, I’m going to approach this question with my marketing hat on but it’s not to say that social media is only for marketing!!

Regardless of where you are on the adoption curve, I hope you’ll find this blog series entertaining – either by walking down memory lane with me or by using these ideas to help set expectations with your stakeholders, whoever they might be.

Where It All Began: The Mistrusting

The Mistrusting  group is not to be confused with those who are distrusting. Mistrust can stem from pure lack of familiarity with social media and is not necessarily the result of a bad experience with this type of marketing. Barriers to entry typically point to company culture, perception about lack of benefits, lack of knowledge or skills, or a combination of the above. The Mistrusting can also be called The Missing due to their lack of participation in social media.

The evidence. As promised:



As I kick off this series, I’d like to thank my peers, Nancy Rivas and LaSandra Brill for being my second and third pairs of eyes (edits).

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  1. Will be so fascinating to see how social media will evolve here at Cisco. I love to read about all the case studies out there of successes within our company and outside of it! Great job Petra.

  2. Pretty perspective post. Never thought that it was this simple after all. I have spent a good deal of my time looking for someone to explain this matter clearly and you’re the only person that ever did that. Great post!