Despite the attention given to consumer-facing social networks, a lot of key decision makers within businesses are not giving the same attention when it comes to the application of these social networking technologies within their own business - according to a recent Burton report,
The report was the culmination of interviews with 21 companies in a variety of industries, including consumer goods, finance, technology and utilities.
So what are the reasons for this? Well, not surprisingly it´s nothing to do with the social networking tools themselves. Like most things, it´s actually to do with the people - i.e. the culture.
One major reason is that senior people, even if they use Facebook and the like, are just not fully aware of the massive potential benefits that a social network can bring to an organisation - and given that they don´t know a lot about it, they´re often out of their comfort zone and need even more convincing than usual.
We often experience this when selling in social networking as a tool for businesses to overcome certain challenges or meet certain objectives - which is why we have actually now developed a process in which we work with the initial client to help them sell in the idea to the key decision-makers within their own organisation.
You can read more about the Burton report here.
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About Me
- Matt Holt
- London, United Kingdom
- Matt is Business Director at Kinship Networking. Kinship Networking is a completely new type of marketing agency, dedicated to using social media to help businesses to build stronger social relationships with their customers, employees and shareholders. After graduating with a degree in Management Science, Matt occupied various marketing roles for companies such as Microsoft and Reuters. He then joined Ogilvy where he worked above and below-the-line on BT, Cancer Research UK and First Great Western. Most recently he joined Stephens Francis Whitson, a specialist direct marketing agency, where he worked on a number of accounts including O2, More Th>n and Rocco Forte. Matt has worked on a number of new business ideas within the social networking arena, including the development of a site aimed at helping people stay in touch with their various groups of friends, at the start of 2001.
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