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Social Media | Digitale tanker fra hverdagen
Tag Archive - social media

Skal direktøren på sociale medier?

Jeg er blevet spurgt det spørgsmål utroligt mange gange: Skal vores direktør på sociale medier? Og jeg har gentagende gange svaret, at det afhang af direktøren. Hvis man ikke kan finde ud af det og ikke vil lære det, så kommer man aldrig til at høste gevinsterne ved at bruge Facebook, Twitter etc.. Men er det en god ide? Ja. Bør man sætte sig ind i nye måder at snakke med sine kunder på? Selvfølgelig!

Kun 7,6% af CEO’erne fra Fortune 500-listen er på

Den amerikanske tech-entreprenør Josh James (solgte sin første startup for $1,8 milliarder og er nu CEO i egen startup, Domokom i fredags med et opråb til sine med-CEO’s, efter hans firma havde fundet frem til hvor forsvindende få direktører fra verdens største virksomheder, der er på:
“More than half the U.S. population has eagerly embraced sites like Facebook and more than a third are using Twitter, yet only 7.6% of Fortune 500 CEOs have bothered to jump on Facebook, and just 4% have opened Twitter accounts. All in, 70% of big company CEOs have no presence on social networks”.
Tal som Josh James finder alarmerende. Ikke fordi han er fortaler for social medier per se, men fordi han er en forretningsmand:
CEOs need to champion innovation wherever it exists. Social media is just one form of innovation, and you can be sure there is much more coming down the pike. (…) CEOs who shun social media risk losing touch with some of their most lucrative customers, prospects and influencers.  I’m just saying it is time to jump on.”

Tænk medie før social og indse fejlen

Tallene bliver sat i perspektiv, hvis man ser sociale medier som en del af udviklingen af menneskelige kommunikationsformer – fra hulemalerier til hieroglyffer, telegraf til fjernsyn. Set i den kontekst er den manglende tilstedeværelse på sociale medier udtryk for arkaisk tankegang, hvor kun gammel tech er god tech.
This lack of engagement would be similar to 50% of the world using email with big CEOs holding out; or 50% of your customers shopping online but no CEOs trying it,” skiver Josh James.
Sammenligningen mindede mig om min samtale med Andrew Slack, stifteren af The Harry Potter Alliance, som jeg mødte til en konference omkring Civic Media på MIT i sidste måned. I forbindelse med et interview til Forbes.com, snakkede vi sociale medier og folks modvilje mod at bruge dem professionelt. Her kom han ind på Malcom Gladwell’s essay om sociale medier og aktivisme, Small Change – Why the revolution will not be tweeted, hvori Gladwell argumenterer at: ”The instruments of social media are well suited to making the existing social order more efficient. They are not a natural enemy of the status quo.” I Gladwell’s øjne er de sociale medier per definition ikke istand til at være “rigtigt” revolutionerende. En værdi ladning, som Andrew Slack er dybt uenig i:
“I happen to be a fan of Malcom Gladwell. But, his article on social media and activism had some absurdities in it. Malcom Gladwell did not write an article against using telephones for politics, because telephones are an integrated part of Malcom Galdwell’s worldview and life. He didn’t grow up in a world, where at 17 years old, at 2.30 in the morning he’s on his computer talking to his friends on Skype chat. This distinction about the offline and the online world, doesn’t exist. That’s a silly distinction. At this point it’s integrated the way telephones are in Malcom Gladwells world.
Det er mit gæt, at det er samme tankegang, der er på spil hos ledelsen i de store amerikanske virksomheder. Slack har iøvrigt en befriende ligetil tilgang til social medier:

“There’s nothing mystifying about social media. Yes, there are metrics that we can look at and best practices that we should study, but at the end of the day, social media is just that: Social. It’s asking questions; it’s being real, being authentic and honest, and it’s not being overtly professional and serious”.

At have travlt er ingen undskyldning

Sociale medier bliver ofte beskrevet som en tidsrøver, som travle CEO’s ikke har tid til. “This argument strikes me as particularly odd“, skiver Josh James, “because CEOs have people who can help filter the tweets and Facebook messages just like they filter their email and voicemail messages. Getting on board with social is infinitely manageable.
Argumentet omkring tidsforbrug overser også, at sociale medier og direktører ikke er isolerede størrelser, men indgår i større kontekst, hvori langt flere mennesker end bare direktøren indgår. De er del af større økosystemer, hvor sociale medier er ekstremt udbredt – tag bare deres egne ansatte. Josh James, referer til en nylig undersøgelse, der viste at:
employees feel that companies with CEOs who use social media are much better positioned for success. In addition to enhancing the brand, employees believe that social CEOs help the company on most every front including recruiting, trustworthiness and sales.

Verden har forandret sig…

Udgangspunktet for Josh James er en grundlæggende erkendelse af, at verden ikke længere er den samme: ”The world has changed and there’s no hiding anymore”. Og for mig at se, er det stadig det springende punkt for folk – enten tror man, at det virker og fremviser de gode eksempler på successer, eller også fastholder man, at den gamle verden stadig står, og det her er bare en døgnflue eller et “ad on”, som man ikke behøver at tage sig. Jeg har endnu ikke hørt om investorer, der forlanger at se handling på dette område, men den form for pres er muligvis det, der skal til. Som Josh James skriver til sidst:
“If they persist in lagging far behind the general population in social media participation and not delivering value to the shareholders that is there for the taking, they may not be CEOs for much longer.”

Viral for better or for worse

March 7th was all about Kony2012 – A video the American organization, Invisible Children, launched to raise awareness about the cruelty of warlord Joseph Kony. March 8th was about the afterthought. Did we just get swept away?

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#savetheintern – a small big story on the brits, social media and political communication

#savetheintern was one of the most trending topics in all of England yesterday, thanks to a foolish intern at the House of Parliament. In an 2 min state of dumb wit this young intern used the twitter account of her boss, MP Tom Watson, to tweet the following:

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Stats on social media world wide

The march trendbriefing from Trendwatch held some interesting numbers about social media world wide:

  • Japan and Germany were the only countries out of 22 surveyed where a majority of online users did not use social networking. (Source: Pew, December 2010.)
  • Twitter boasts 200 million accounts, and 95 million daily tweets. (Source: twitter.com, February 2011.)
  • The Netherlands is the country with the deepest Twitter reach, with 22.3% of online adults using the service. Next up were Brazil (21.8%) Venezuela (21.1%) and Japan (20%). (Source: Comscore; December 2010.)
  • The popular Chinese instant messaging platform QQ has over 600 million active users.(Source: QQ, March 2011.)
  • Foursquare saw 380 million check-ins in 2010, up 3,400% on 2009 (Source: foursquare.com, January 2011.)
  • Just 33% of internet users say they worry about how much information is available about them online, down from 40% in December 2006. (Source: Pew, May 2010.)
  • The 500 million active Facebook users share over 30 billion pieces of content per month. The average user has 130 friends. (Source: Facebook, February 2011.)
Source: www.trendwatching.com. One of the world’s leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings to more than 160,000 subscribers worldwide.

I was impressed by the numbers, but the one about Germany struck me as odd, and not entirely consistent with other sources (but then again, numbers never are in this area :-) More a hint than a solid truth). Plus the web – and especially the social web – is ever changing.

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Report: Facts on Danish companies use of social media – great expectations on a shoestring

Reading the newly released report on Danish companies use of social media, several findings seems extremely contradictory. And those contradictions are what’s keeping the Danish companies from turning their huge expectations into real results. In the following I’ve listed the 5 biggest challenges the report reveals.

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Study: World’s largest companies have increased use of social media i 2010

Tomorrow, Social Semantics will reveal their findings on Danish corporations and organizations usage of social media. Until then, take a look at Burson-Marsteller’s Global Social Media Check-up for 2011. The study looks in to the usage of social media in some of the companies on the Fortune magazine’s Global 100 list.

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Moroccan youth take on social media

Social media is becoming an increasingly powerful tool of communication in the Arab world, as illustrated by its role in the ongoing anti-government protests in Tunesia and Egypt. In Morocco, social media is also becoming increasingly popular amongst young people.

Blogs, Facebook and YouTube are among the most popular tools for the youth of Morocco to express themselves, share information and to challenge the state censorship.

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