How Social Is Business?

by Jay Deragon on 06/04/2008

Businesses won’t become social unless there is revenue attached to it.

Think about it! Businesses historically have produced products or services and distributed them to the market for consumption. Social was not historically in the equation. Revenue and profits are and will continue to be the primary aim of a business. Like it or not, revenue and profits drive businesses and markets. Without revenue and profits there is no market, no business, no jobs.

That was the past singular mindset and then people begin to connect, converse and share one to one to millions.

Now the influence of conversational rivers is pointed at markets, businesses and their ability to satisfy people. The new market influence is conversations which either reduces or enhances business revenues and profits. The new market is conversations and revenues are significantly influenced by this new market.

Need Evidence?

Brands have been flocking to the social web hoping to gain exposure to all these conversations and just possibly a “click through”. Their approach is not very “social” but they figure they will gain more just being around the conversations.

Now the conversations are turning onto the brands. Who is bad at customer service, who sells hype, which brand performs the best or the worse and now threads of individual experiences and open commentary on management, leadership and markets.

As participation grows within and throughout the social web it will and is impacting business revenue and profits. This shift now has business leaders trying to figure out their “social strategies”.

The problem is that past business teachings, environments and cultural constraints has taken away the very social fiber they may have had in the past. So now businesses are approaching social conversations and relationship using anti-social methods. Wonder why it isn’t working?

What say you?

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