Is Your Organization Ready?

by Jay Deragon on 11/12/2009

Organizations are jumping into social media without being  ready for what might happen. You ask what might happen? A lot of things could happen and many you are not ready to handle.

In order to get ready before you leap you really need to assess whether your organization would be consider “social”. The people who could answer that question best are your employees then your customers. However if you’ve never really asked those people whether you are good at building and keeping relations then you might consider assessing that before you jump into social media.

To assess whether the organization is ready means to check three things that will give you keen insights into whether or not you are ready. These three things include:

  1. People: How do they really feel about their relationship with the organization. People being suppliers, employees, customers and prospects. You might be surprised at what they might say and that is if you are ready to listen.
  2. Process: Your organization has many processes that either enable or constraint people from communicating. How well are those processes performing? How would you know? Your organization also has processes, spoken and unspoken, which say trust, collaboration and the tone of your communications. Do you know what these processes are? What do the processes say to the issues of trust, collaboration and relations?
  3. Culture: The BIG UMBRELLA of stuff that reflects the organizations trust, relations and mind-set that speaks the sentiment of managements view of its people, internal and external.
  4. Tools: Does your organization have the right tools to efficiently and effectively communicate? Does your organization provide people with tools to improve processes, relations and make changes that enhance the culture and its market sentiment? How would you know? Do you know? Not knowing is a clear indicator of not being ready.

Besides understanding the issues of people, process, culture and tools the overriding issue is one of methods.  By what methods do you manage, communicate, measure and make needed adjustments? Methods reflect managements knowledge and if you are using the wrong methods well you’ll get the wrong results. The method of management has evolved and is constantly changing with the aim of improvement. When markets shift methods have to change because the old method simply cannot respond or satisfy the market demands.

New Methods Require New Knowledge

You cannot adjust to revolutionary change by applying old thinking. Social technology is changing everything because everything is fueled by communications. Social media is communications but a new method that requires new knowledge if you want to tap into the power of effective and efficient communications. Who and what is communicating to you and about you. Everything and everyone.

This new method  is more powerful than any other communications medium in the history of mankind. Why? Because it has reach and influence beyond traditional media and is grounded in trust, relations and honesty. It appeals to the very fabric of human nature and avoids anti-social behavior. Anti-social behavior is when your organization constrains people with bad processes, a closed and controlled culture, a lack of tools to do things right and management methods that lack knowledge and common sense.

You may discount all this and ignore its importance to your performance meaning your bottom line. Then again if you don’t understand these simply things then you are likely to discount them as irrelevant and unimportant to getting you the results you so desperately want. By the way, how are your results?  If you want them to improve then you’ll have to change the methods otherwise nothing will improve. Get it?


Laura Layton-James May 26, 2010 at 6:24 am

Is your organisation ready for Social Media? Before you jump straight in check this out to help it succeed

Jack Pyle March 26, 2010 at 2:45 pm

You say social media is grounded in trust, relations and honesty. I couldn’t agree more. My mission for the past 20+ years has been to help individuals and organizations build trust by improving face-to-face communications. I have spoken out often again business “communication” programs that use one-way mass media — advertising, brochures, news releases, newsletters and the like. I have always recommended that communications programs involve as much two-way communication as possible in order to build relationships. I am enthused that technological communications now offers the option of two-way communication. Users of social media who are most successful will be those who use it for conversations, not marketing and selling — as you have said, for building relationships.

ingenesist November 17, 2009 at 2:08 pm

RT @JDeragon Is your Organization Ready? | The Relationship Economy……

John Foley November 13, 2009 at 11:27 am

The Relationship Economy…. Is your organization ready?

Mustafa Duran November 13, 2009 at 3:16 am

Is your Organization Ready?

John Foley November 12, 2009 at 7:47 pm

The Relationship Economy…. Is your organization ready?

Harish Kotadia November 12, 2009 at 4:11 pm

Is Your Organization Ready? #sCRM #PR #marketing

Vincent St Pierre November 12, 2009 at 3:10 pm

Good things to know RT @karlyeh721 Is your Organization Ready? Good points to consider before jumping into social media.

John Foley November 12, 2009 at 12:47 pm

The Relationship Economy…. Is your organization ready?

Karl Yeh November 12, 2009 at 12:26 pm

Is your Organization Ready? Good points to consider before jumping into social media.

The Social CEO November 12, 2009 at 7:12 am

The Social CEO Is Your Organization Ready?: You may discount all this and ignore its importance t..

John Foley November 12, 2009 at 6:48 am

The Relationship Economy…. Is your organization ready?

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