It is the job of marketing professionals to identify the communities where our customers, peers and other influencers communicate with each other. This is how we build relationships and establish social capital. Social networks are magnets for marketers, but the people who define each online community are often reticent to their attempts to connect especially where the purpose is seen to be 'corporate'.
Connecting therefore is not just about marketing. It fuses marketing, service, sociology, psychology, creativity and sales. Importantly it also necessitates a level of personalisation, and a genuine and humanised approach, that makes it difficult for traditional marketing techniques to be successful.
This, of course, makes it very hard for corporates. The organisation of work is still centred around a product or a service, something to be sold. Social media however is defined by people, the communities they join, and the cultures and behaviours that manifest themselves in these communities. This is not a new development and has forever been a cornerstone for human development interaction.
The Conversation Prism
So what can be done? On their blog Brian Solis and Jessica Thomas have put forward a concept called The Conversation Prism. The Conversation Prism is a tool to help organisations visualise and map the shifting landscape of social networks and micro communities.
How can organisations learn to participate? Employees are a company's first community. Right now they tend to manage the flow of information through their internal social networks in the same way they manage the technology installed on each employees computer. Companies can, and will, get ahead when they learn to educate, engage with, and empower the natural grass roots communities that form within them. The Conversation Prism can help this process.
For more please click through to Brian Solis and Jesse Thomas original article.