Acting Social Doesn’t Work

by Jay Deragon on 12/10/2012

Organizations that try and act like they are social without understanding what “social” means are setting themselves up for failure.

Most organizations have adopted social technology in some form or another. Many organizations have even set up “social media” departments and hired “social media gurus” to run them. They gather followers, propagate marketing messages and compete for attention. Yet behind all the “social signs” the majority are acting out a part while in real life the cultures of these organizations are anything but social.



Becoming Real

The social tsunami continues to grow in force and size. No shore can escape its reach and no firewall can stop its penetration. The force behind the social tsunami is consumers, employees, suppliers and customers eager to improve the quality of their relationships, their experiences and life in general.   Rather than being part of the force behind the social tsunami many organizations are simply standing on the shores unaware of the size and impact of the approaching waves.

In order to survive the social tsunami organizations acting social will need to get real and recognize that their cultures, business models, strategies and thinking must change.  Otherwise the social tsunami will eventually destroy “their beach fronts then their buildings”.  In other words stop acting and get real.

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