This post is part of “The Executive Series” which is written by Jonas Klit Nielsen, CEO and Founder of Mindjumpers. The posts are based on his daily work with passionate people responsible in the area of social business, executives from large international companies and thought leaders in the social business space. For daily insights you can follow Jonas on Twitter (@klit_nielsen)
“It is not the strongest of species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” – Charles Darwin
I came across Darwin’s quote in the new Brian Solis book called ‘The End of Business as Usual’ which I strongly recommend. The quote fits perfectly with the topic of this post as well- what is the objective of using social media for your business!
Through the last year I have been working my thoughts around a model, trying to illustrate the different high level business objectives of using social media. The model later in the post is based on my thoughts, so far. Please let me know your thoughts so I can keep improving on it.
High Level Social Strategy Model
Basically, the model looks at different purposes & solutions when using social media.
The Purpose: What is your overall purpose and objective of using social media – is it a part of the marketing mix or is the purpose to create new opportunities for your business:
Tactical – often traditional campaign thinking
Strategic – more focus on your overall business performance
Transformative – pure focus on business performance
The Solution: When developing your social media initiative, it is good to understand what is the aim of the solution, should it be:
Creative – a road we have been down before.
Innovative – a new way to go about it for the company.
Disruptive – it might alter the way the company or the industry does business.
A creative campaign with a tactical focus might be right for your company – the model is not an argument for one purpose or solution, it is more an argument of being aware of the possibilities and the approach to use social media for business.
Personally, I believe that you should look at the top right corner of the model when using social for your business – it is a fact that the world is changing, Brian Solis says it’s the end of business as usual and Darwin stated that it’s the most adaptable for change that will survive – is your business going to change – are you going to adapt? If the answers are yes – social should play an important role for your business!