Communication Overtones Comments
I agree with pretty much everything you said here. Companies have finally started to latch onto the newest communication shift, but seem to be failing miserably by focusing on technology rather than people. The technologies are changing so quickly that something can be irrelevant in weeks. They're failing to meet their customer base and expecting that throwing themselves out there will be enough. I think the best thing companies can do at this point is assess their targets and create objectives around that. I will give companies credit for trying though. They won't figure out how to engage well until they dip their toes in.
Excellent post, Kami! Participation takes work and the outline for such work using bee analogy is perfect. Don't forget another post from CO...just don't let the bees start stinging and leave scars (http://overtonecomm.blogspot.com/2009/01/
stinging-bees-leave-scars.html)!
We must work together to understand the issues and actively participate in the community.
Good point Lauren, you can also create bad buzz and that is something everyone should keep in mind.
The link to the article was broken, but I am adding it again here.
http://overtonecomm.blogspot.com...eave-
scars.html
Hi Kami,
I agree with everything you write in your post. The challenge is doing it with the budget / ROI constraints being imposed on organizations today. Do you know of examples of companies that you think are implementing according to your BEES plan? Even if they're your clients. Beyond Dell, Jet Blue and Zappos, I'd love to read about how someone has successfully implemented your BEES plan. Thanks again for the insightful post.
I liked this post and thought the analogy really appropriate. Many of my clients are at the beginning stages of using social media and fit your description perfectly. Several are building out social networking sites with large numbers of friends and followers but the interaction is minimal.
Justifying and scheduling the time to interact in these social networking sites is simply not a priority for many busy executives--even though they claim to appreciate the power of social media and its benefits.
As consultants we can emphasize the value of authenticity, of listening strategically and of conversation versus broadcasting; but the company has to decide to make that investment of time and effort. Perhaps this will be more common as the use of social media continues to grow.
Your post illustrates this well and may serve to make the point for companies who are considering moving into a more interactive mode.
Thanks!
Uriah;
We are trying to do this with SeaWorld, San Antonio and I think they are doing a pretty good job. You can start your journey on the website at www.seaworldsanantonio.com, on the Facebook page at facebook.com/seaworldsanantonio or on the Twitter account @seaworldcomm. Notice the LiveChat feature on the blog, all of the tweeting blog team can be followed from there. It's not perfect, but we are working toward this ideal. Out strategy is to be present and to be accessible.
I also like what Graco Baby, Sharpie and Rubbermaid (not clients) are doing along these lines, they are all Rubbermaid Newell Brands. You can do searches for their blogs by typing the brand name and then the word blog after it.
Network Solutions (also a client) is doing a good job with this as well with their @netsolcares on Twitter, their blog, and the great work of @shashib. Another group doing a good job of this is Radian6, with @ambernaslund as their community manager and other employees like @davidalston
I realized when I wrote this that the first thing people would want was some case studies but I wanted to get the principles out first. Thanks for asking. Another thing I didn't mention on this post, but which fits under socialize, is that all of these brands also get out and meet people in real life, which adds to their online buzz.
Allen; This post really is to use with brands that are looking for the next level. I really appreciate your comments here and on Twitter.
I think you are right that time is the main stumbling block to this strategy. However, I also believe that the commitment to communicating in a new and different way is critical to the success of the endeavor.
I couldn't agree more with the B.E.E.S. strat. I am actually part of a team that recently dove into social media. We are creating blogs and a main site. The problem is that some of my co-workers don't understand the scale of interaction required to be successful. Some think they just need to be constantly posting. I try to tell them that they need to listen and read before writing. We'll see who sinks and who swims.
Niyah; Good luck, it is good you are on the team to keep beating the drum. Feel free to share this post.
Kami - Very interesting perspective on Corporate Social Media or Social Web Marketing and Communications strategies and tactics. I think the B.E.E.S. concept should be developed into a book. Actually, I feel the B. (Build) part alone could be a book. As I am working diligently on the Build part of the equation for our Newell Rubbermaid brands, I think there are many compelling efforts to discuss in this space. Building out your infrastructure, services, brand and content to support, orchestrate, engage and embrace are big efforts. I also agree that you need to identify passionate employees who are willing and active social media participants and want to represent the brand. Cannot just do it with agencies and robots.
Very nice article and well worth the investment of time to read and absorb. I Dugg it too. 
Bert; I totally agree that this only scratches the surface of the considerations, but I think the analogy holds up pretty well. Thanks for the Digg.
Kami: This is a very thoughtful discussion of the approach we have been taking together for the past two years. I think the only thing you left out, and the comment I get most from my very-busy social media team who are making time in their jobs to participate, is that....SOCIAL MEDIA IS FUN! Sshhhh! Don't tell the boss that we're actually having fun while learning how to reach out to our guests and future guests.
Love it, it is so true, it IS fun. The best thing to happen to PR in years.
Kami: I am just getting our new media strategies off the ground and it's been a struggle. We've been looking at what we should do and I want to listen first and then build, but the powers that be think that creating a buzz is just about talking. I love BEES and enjoyed hearing you at COSIDA in San Antonio. I took a look at the Sea World page on face book--I like the interactive climate. Thanks and keep writing.
Chris, Listening and talking can be done concurrently, but I understand that it can be a hard sell.
You might want to try working from within as well. Have a cross departmental social media "club" and let that team help you convince the higher ups. Unfortunately it takes time, but almost all of my clients have taken time to get going.
Another thing that works is couching something as a test or a pilot project and let the results speak for themselves.
Thanks for your feedback and good luck.
Very appropiate metaphor Kami.
The swarming is the social media, and each wax-hexagon are the micromedias that configures the whole swarm.
About the Echo-Chamber, I am agree that we must align the content that we shared or bookmark with the content that people are comm in the micromedia, but, adjusting with that line in a first cycle, I think that we
´ve to work in a editorial line that differenciate our post and positione ourselves in a unique way. for example, if few people are posting their 100% messages about marketing mobile or personal branding...I am not going to post about that, I am going to look for topics or sources that no-body is using it.
Please, come to my facebook friend list to still discussing. it will be a pleasure that you´ll be there.
Congratolations for your post.
Rgrds.
Segis.
I like the metaphor too, like you I see many ways in which it can be extended.
I think what you are talking about is aiming for the niche, which in many cases is a good strategy IF you are actually an expert in that niche, and IF you have enough passion and interest to keep it up.
For corporations, the content has to lie within their expertise and resources.
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