Brian Solis: Engage or Die

I attended the Vocus social media conference in DC this week and I have a lot of ideas swirling through my brain. I think the most informative talk was Brian Solis' "Engage or Die." Before I geek out on what I've had confirmed about social media, I want to simply say that Brian's straightforward and high energy enthusiasm comes through in person. He's genuine, he's not a snake oil salesman. I admire that because what he sees is a re-inventing of the world of business as we know it and it's not going to be easy to get from point A to point B. Well, it will be for younger folk coming up, but if you're established, well, David Bowie sang it best: "Chaa Chaa Changes..."

Essentially, if I can boil down what Brian Solis said into a nutshell it would be that social media is all about "Relevance, Resonance and Significance." Gone are the days in which you can just shoot your ideas out into the wild. What's replacing all of that (e-mail blasts, pitching stories, etc.) is essentially building relationships with influencers, clients, costumers and colleagues. There's a sea change occurring through society in which the way communicate is evolving. Not only do we need to become hybrids (word of the conference) but we need to build genuine relationships with individuals and this growth needs to occur, not be one person in an organization, but by all of the departments. Human Resources, Membership, Communications, Marketing, etc., all will need to embrace social media--not to shoot out an organization's message, but to engage people.

Brian Solis spoke on how "social media introduces the ability to shape perceptions" but that's done through hard work, getting involved and over time. It doesn't happen overnight.

Another speaker, Beth Harte, told an interesting story. She went back to Best Buy three times because of a computer problem. By the third time, her patience was spent so she pulled out her mobile device and asked her followers on Twitter who she could contact at Best Buy online. Within minutes, corporate at Best Buy saw her complaint on Twitter and contacted her to help her solve her problem, calling the local Best Buy associate telling him to work with Beth. The purpose of her story wasn't to show that if the squeaky wheel squeaks then you'll get oiled, but to show how our perception of solving a problem is changing. In the past, you'd go to the local store manager--now you can bypass this and go right to the source (if a company is listening).

I've been working in social media for the last two years and I have seen great change and learned much. What I am excited about is the re-invention of how organizations work as some of my best skills (listening and empathy) are key to implementing the new order. How this will all shape up and what it will turn into is not quite visible. With the candle I have in my hand, I only see a few steps in front of me, but it's been crystal clear to me now for the last year and a half that our world is changing (for better or worse) into a technological social world. Phone calls and face-to-face meetings are decreasing whereas relationships via the virtual world are increasing. Where we as people fall into all of that will mean that we'll either be passed by, unable to change, or become leaders in the field.

It's an exciting time as there is much opportunity and a genuine chance to build relationships with people. I'm ecstatic about that because there is value in developing these networks. We are social animals. No man is an island and we're quickly learning the world is blurring by us, changing before our eyes. Do we want to stay in the old guard or bend in the wind like a flexible tree? The choice is ours. Engage or die. Might sound drastic and a bit overstated, but great change has come--if we're not afraid to open our eyes and embrace it.

Comments

[Beth Harte]

Hi Ron,

Thanks for sharing my BestBuy example. You hit the nail on the head! It's not about being a squeaky wheel at all...it's about companies understanding that their customers want multiple channels to reach them to resolve problems or even give praise (i.e. brand advocate, embassador, etc.) BestBuy both in the store (it was a matter of getting to the manager) and the online team both did a great job and within an hour all was resolved.

Have a great weekend,
Beth Harte
Client Services Director, Serengeti Communications
@bethharte

[Ron]

Beth thanks so much and it was great hearing you talk.