We gather here for a discussion about the socialization of business communications. But it’s more than just that.
Really, corporations have a problem. They don’t listen to their marketplaces, control and push messages, and act in relative vacuums. As a result, the public doesn’t trust companies.
Many social media and marketing minds have envisioned how the Internet can make business better. In some cases, it already has.
Imagine a world where business can profit, but not just for the sake of their investors. Their profits result from bettering their communities by enabling buyers through great services and products that meet real needs. Companies engage with their stakeholders, and actually listen to them, evolving their offering to serve market demands.
To get there, companies really need to open up and interact with their constituents. They need to embrace community concepts. Social media can serve as a change agent to get there. When embraced in full, social media creates relational collaboration. Companies stop acting as forceful entities and start becoming service organizations.
Most organizations won’t embrace this kind of change. At least not yet. It’s too much of a stretch. But market leaders, competitive risk, and eventually poor financial performance can be great motivators.
Those that do make the change have an easier time of business. Indeed, they have a new pair of glasses, and view the world with much clearer perception. And it’s a better world for it.
A pipe dream? Maybe, but one worth working towards. One company, one communication at a time.