What does it mean for Business to “GET Social”?

Is there some sort of conceptual idea behind this question? Yes, there is an idea that one either gets or not. Let me attempt to briefly explain the hidden ground of social media. After posting my last blog back in April I got very busy with some personal matters and started work with a new client who has American businesses interested in their Social Media Solutions. What a difference it is speaking to American business owners over Canadian ones with respect to their social media plans. Canadian business owners still don’t see why they should “Get Social” and since they are not prepared to explore the economic theory behind it is more about education than doing — making for long sales cycles — while the social media world continues to evolve at breakneck speed.

Clearly, most they don’t get it. Refining my pitch and presentations to Canadian business owners recently has really made me think about what it is that they do not “get”. At the end of the day it is this. They do not get the quantum shift that occurred back in 1998 based on the idea of a new networked economy replacing the existing one. I remember reading Kevin Kelly’s book New Rules for the New Economy at that time and It changed the way I thought about the future. Ironically Google was just starting out on its journey to make a business model based on the user at the centre and a wide distribution of it applications. Now 13 years later Google rules search and its only competition in the Web 2.0 space is FaceBook – the world’s largest social media network. Yes, the word is NETWORK.

Guess what– that future is in full effect right NOW. While sorting out old papers and notes last weekend I came accross a single sheet from a sketchbook on which I had written a short version of Kelly’s 12 rules for the new Economy, 13 years ago. It was like unearthing an ancient text. Now – if I could only find business owners who will take the time to study this book, make a list and memorize it like I have — then perhaps we would be speaking the same language. Until that day, most Canadian busineses will continue to stay on the surface never going deep enough into the foundations of social media to justify investing —instead dreaming of the “good old days” when they could get return on old media advertising, dismissing social media as a fad that will soon be replaced by another one. Those who just don’t “get social” probably are not going to become social anytime soon. To demonstrate how social media is leaving it mark on all – including big companies like APPLE I found this blog post yesterday that makes suggestions regarding companies that need to get social. Imagine the nerve of suggesting that Apple “Get Social”……lol…..


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