When I think of social infrastructure, I think of the built environment – it’s the architect in me. And when I think of the built environment, I think of LEGO.
Anyone who has played with LEGO knows the hard work to put all the bricks in place to build something as epic as the Death Star or Millennium Falcon – the plumbing, if you will. They also know that it only takes one piece to be missing for the model to not work – and to be on shaky foundations.
That’s the thing about infrastructure: It takes time and patience – and the finished article often belies that dedication.
Social is a force that can empower businesses to connect, innovate, create value, and solve real problems in real time. For businesses, information flow is changing from a top-down model, where media outlets and brands have the dominant voice, to a more democratic model, where the dominant voice is held by communities of customers and employees. Wherever they are, so is your business.
As I see it, there are three points to consider on your path to becoming a social business: (more…)
A social enterprise is a whole lot more than the sum of its likes, @ mentions, and comments. It’s the sum total of every experience it delivers to every customer at every touch point.
And you can’t deliver great experiences at every touch point without the right social infrastructure.
Soft pillows, check. Ocean view, check. Little bath soaps that make me smell like Ron Burgundy’s apartment, check. Chocolate, woah… okay, check. Champagne, are you sure this is our room? Handwritten postcards from the staff. Are you serious? ALL THE CHECKS!!
That’s what my girlfriend and I walked into during a recent stay at Hotel La Jolla, a Kimpton hotel. And all of this happened within the span of three tweets.
Brands have been doing social media listening way before social listening became a ‘thing.’ They set up queries on listening tools to discover conversations about themselves and their competitors. They extracted these insights to advise corporate strategy.
Since then, the space hasn’t evolved a lot. Solutions have folded, solutions have been acquired, and we’re still watching line graphs go up and down and word clouds change. We continue believing certain myths about social media listening.
That is all they are — myths.
Last Wednesday night, SXSW came to an abrupt halt after an alleged drunk driver drove head-on into a crowded street of festivalgoers. The heartbreaking incident brought a dark cloud over the festival and left many with tough questions to answer. This was especially true for sponsors who faced the difficult task of deciding how to proceed, or if they even should.
Social media is like Friday night drinks with the girls. You’re interacting with people you actually like… then out of the blue, some guy comes up with a bad pickup line. At best, it’s harmless and you ignore him. At worst, he’s annoying and you tell him to crawl back to the cave from which he emerged. It’s the same thing on Twitter or Facebook. I’m having genuine conversations with my friends. And when I see glaringly promotional things on my timeline, I treat them like terrible pickup lines. If they’re not good company, they’re unwelcome.
So, how can you be good company?
Tacos, giant vending machines, little monsters. SXSW 2014 already looks amazing… from my Twitter timeline. For those staring enviously from office computers (sans tacos), Sprinklr has turned on the power of the Command Center to show you what all the buzz is about this year.
So what do you need to know about SXSW 2014?