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DOC-503 Social Media for Business

It's true.
The vast majority of organizations using social technologies are doing so for marketing and public relations purposes (a.k.a. ‘Consumer Social Media'). But many have discovered how to use these new pervasive tools to achieve business objectives such as saving money or making more of it using Enterprise Social Media.
The Five Fallacies of Social Technologies
1. It's just for kids.
Think so? Social tools are everywhere. Over 86% of Canadians visit social networks today, and over 40% do so via their mobile device. It may not surprise you to know that 18-34 year olds spend more time on the internet than listening to the radio or watching TV. But did you know that social network usage by people over 55 is the fastest growing demographic?
2. It's just marketing.
Social media now pervades every aspect of life, in the real world, on the web, on your phone. It will affect every part of your organization too. Remember buying your first office computer? Using a spreadsheet? Email? Can you imagine doing business without them today? Social media gets a lot of press for its potential in public relations and marketing, but that is just the tip of the iceberg.
3. No one I know uses social media.
That's really not correct. Your customers and your competition are using it, but the reality is that most companies are still looking for the right formula. They are experimenting, adjusting, succeeding. They are starting to learn, and many are gaining competitive advantage. Successful companies look ahead, and get there first.
4. Social media is free.
True, the tools are mostly free to use. But there's no such thing as a free lunch. Even reading this article is costing money. Like anything worth doing, it takes time, effort and investment to get it right. Spend on planning, measurement and sustainability. You don't need to spend a lot; even just a pilot project can provide large benefits.
5. It's easy. Anyone can do it.
Social technologies are not the end game. They are tools to help you achieve business goals. But like any business initiative being implemented through technology, it needs to be planned. Make no mistake, your social technology implementation will fail unless you approach it as you would any other organizational investment.
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As always, good information, presented well.
Thanks for all your articles. They are always informative.