A “Clash” of Social Cultures?

by Jay Deragon on 03/26/2010

Users are growing in influence and power by voicing desired outcomes. Organizations think social media is the driving force to results. Cultural forces are hindering results.

Cultural forces represent current realities vs. desired outcomes. The “field” between driving forces and constraining forces is where either conflicts arise or opportunities are realized. Conflicts represent unmet expectations which are now transparent for the world to see. Opportunities are where the cap between current realities and desired outcomes can be closed.  Problems not resolved represent issues that sooner or later get communicated into “the field” which is now this thing we call social media.

Will Social Media Change Business Cultures?

Brian Solis writes in a post titled: How Social Media is Changing Business Cultures: Moving away from the play on words, culture is something so powerful that consumers can invariably channel what we represent through their actions and words to assist in the expansion of reach and purpose. However, culture is usually something that is not as intentional as we might think. The exercise of identifying who we are and who we want to be is usually documented in a mission statement but not embodied in our daily interactions. But, as social networks are powered by people and emotions and interests are the ties that form bonds between them, our culture becomes the very thing that attracts affinity, and without it, the humanization of our brand is hindered.

Because influence is surmounting, it is now a requirement to foster a culture within that becomes the essence that cultivates collaboration inside and out, serving as the catalyst for inspired activity in our communities of interest and beyond.

Yes, our culture is something that is going to change as a result of social media, as it should. No brand is an island and if you think about engagement as that of a tourism bureau, it is our job to go to where people are discovering and sharing information now in order to attract them to our story, realizing that without culture, experience, community, and corresponding value, we will not earn the relationships nor advocates we seek

The Reality of Change

The current reality  represents the experiences of the users, people, engaging with each other and businesses.  The opposing forces are institutional methods and mindsets vs. people’s methods resulting from use of social media.  This represents a field of forces and the forces can go against you or with you. Going against people’s desires brings consequences. Many behaviorists might call it the “imbalance of consequences.” Because of social media the balance of power and influence has shifted to the people vs. the institutions.

Why don’t business leaders apply thought leadership and simply close the gap between business wants and people desires? The reason is that current realities are dictated, controlled and influenced by organizational culture which is usually consumed with creating and controlling results.

With all the buzz about social media in the fields of advertising, marketing and PR the outcomes a rushing toward a cultural clash.  The clash is being fueled by the public’s awareness of intents vs. the reality of corporate cultures.

Culture can be a  beast that requires new knowledge to be applied to transform it into a social being. Advertising, marketing and PR is not the kind of knowledge needed to change organizational culture. Cultural change starts with the few at the top listening to the many at the bottom.

{ 25 comments }

Alex Hall April 9, 2010 at 1:36 pm

http://www.relationship-economy.com/?p=9682 – A “Clashâ€* of Social Cultures?

CFM Charter March 27, 2010 at 3:12 pm

A clash of social cultures? http://www.relationship-economy.com/?p=9682

E. Rehse-Holzer March 27, 2010 at 5:29 am

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Dana Clark March 27, 2010 at 5:28 am

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Tiago March 27, 2010 at 3:00 am

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Allen Webstar March 27, 2010 at 2:33 am

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Allen Webstar March 27, 2010 at 2:33 am

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Harish Kotadia March 27, 2010 at 12:00 am

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yuswohady March 26, 2010 at 9:10 pm

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ingenesist March 26, 2010 at 2:48 pm

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StoryTeller March 26, 2010 at 1:16 pm

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Peter McMahon March 26, 2010 at 12:52 pm

A "Clash" of Social Cultures | The Relationship Economy…… http://dlvr.it/MJtn

Alan See March 26, 2010 at 11:55 am

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topsy_top20k March 26, 2010 at 11:55 am

Today's post: A "Clash" of Social Cultures? http://bit.ly/bKBVzK

textpack March 26, 2010 at 7:04 am

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Dale Lawrence March 26, 2010 at 6:45 am

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Joe Grasso March 26, 2010 at 5:08 am

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Aron Stevenson March 26, 2010 at 5:08 am

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Achievers Network March 26, 2010 at 5:08 am

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smconnection March 26, 2010 at 5:07 am

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prblogs March 26, 2010 at 5:07 am

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StarGazon March 26, 2010 at 5:03 am

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Angela Suddarth March 26, 2010 at 4:53 am

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The Social CEO March 26, 2010 at 4:53 am

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JDeragon March 26, 2010 at 4:52 am

Today's post: A "Clash" of Social Cultures? http://bit.ly/bKBVzK

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