2010 – The Year of Social Calibration

How to effectively gain entry into the social media ecosystem as it continues to grow in relevancy is top of mind for many, not only here in the Edmonton area but around Alberta and the rest of the World. 2010 will be the year many alter behaviors by integrating certain social web practices into overall business processes across the enterprise resulting in a “social calibration” of the corporate culture.
Veterans of at least one social media campaign will refine their approach as the realization that social influence is reliant on certain sustainable actions. In other words, there’s an understanding of the difference between being a blogger and being a blogger with influence—which means that social media integration into the 2010 marketing and communications plan happens at the outset rather than as an add-on later. This change in process should drive support for internal policy development and a concerted effort to build social capacity.
Also, as decision-makers come on board, I see more I.T. departments benefiting. The enterprise remains protected while I.T. enables social technologies behind their firewall by using open API authorization code like “OAuth” as appropriate. This success may also inspire the enterprise to pursue internal social media solutions related to human resources, such as employee retention, training, communications and knowledge capture.
Additionally, look for more organizations to embrace “cloud computing.” Despite still suffering from a bit of hype, trust has been strengthened in terms of data privacy and security… so the cloud will continue to influence collaborative innovations such as Google Wave for all to use.
As well, we’ll likely see more governments, (primarily municipal) embrace “open data” policies and concepts. And why not? Citizens are willing to contribute and even provide services for free. Participation in this area will continue to rise as access to public data truly becomes public. For more info on the open data topic visit eaves.ca and get ready for more city run contests, data mash-ups, and location aware services based widgets.
Maintaining consumer trust by way of social influence will remain a central goal behind social media performance metrics. Reputation 2.0 and the ever present need for active brand management online becomes a reality for more decision-makers in 2010. That said, this isn’t good news for lagging executives still employing the big plan of shutting down all access to the social web… but it’s certainly good news for their competitors who are consuming the social media Kool-Aid by the litre. That gap will continue to widen especially in areas of brand awareness, loyalty, customer support and rapport.
Experience suggests that concrete social media performance can only happen once the organization has truly committed. Up to now, there has been considerable experimentation and that’s to be expected. However, for measurable conversions to take place, an enterprise-wide commitment or social calibration must take place.
Ultimately, I believe 2010 will be a year of recovery, modest growth and prosperity. Social calibration should allow leaders who have a foothold within the social web (Twitter account and Facebook fan page) to accelerate and deepen relationships with customers. In other words, if your organization has been building social media credibility and customer love throughout a tough 2009, the next year will most likely require management teams to be better prepared to support future initiatives with more than just budget, they’ll need to support with a will to engage.
I’d like to wish all my readers, clients, the fusedlogic team, family and friends a fantastic Christmas and New Year’s celebration. √

Explore posts in the same categories: Edmonton Tech Community, Social Networking, Walter Schwabe


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