It is interesting and insightful to see how “all things social” are changing the process of business planning.
Business planning requires proper assessment of internal and external factors that influence business outcomes. Given the power of all things social both of these factors are changing faster than the traditional business planning process. The significance is that “social factors” are far reaching and require non-traditional knowledge of emerging business landscapes and all the factors that effect the process.
Dan Robles writes: Few people realize the significance of the emerging trend we call “Local Social”. As we learned from the emergence of Broadband technology, the “last mile” will be the final piece of the puzzle to scalability, integration, and monetization.
When Social Media becomes a tool that allows communities to organize, everything will change with a new generation of business plans with which we’ll deliver everything from education to advertising. Engagement Marketing is becoming serious business. These new business plans will integrate social media directly as a means of empowering communities.
On another increasingly related front, community currencies are on the rise. They still suffer from adoption issues and accusations of protectionism – but they are on the rise. Look for correlations between community currencies, Social Community Organization and the slow steady evaporation of government currencies.
The fine Folks at Strategis Advisers provided the following cheery analysis of the world emerging around them. Keep in mind that Strategis is articulating what a real community sounds like. Real implication for the sensitivities of real people. Don’t expect this to sound like “Bernanke speak” any time soon, because it isn’t and that’s the point:
In addition to the page and the group page, Facebook now has community pages.
This function will separate the brands and businesses from pages like MY SISTER SAID IF I GET ONE MILLION FANS SHE WILL NAME HER BABY MEGATRON, and I hate it when I flex and my shirt rips.
If the community page gets thousands of fans/members, it’ll turn into a wiki that is managed by members of that community.
Also from Facebook this week, you will soon “like” brands rather than be a “fan” of them. Mashable explains here. This is a band-aid to the problem created when i would like information from The Official Days of Our Lives Page , but I don’t want my friends to think I’m a fan . I’ve got an image to maintain, ya know.
It would seem that all currencies have an Image to maintain.
Planning for Business as Unusual
When business factors change it means that the subsequent expected results will change. Not understanding the factors and the relevant impact of change means you will not be able to predict the results. Not being able to predict results means that your planning process is not grounded in the realities of your market. The market is changing and the factors driving those changes are new. Something new requires new knowledge in order to properly plan for it.
Social currency and communities are the new force of business as unusual. The currency of communities is fueled, created and exchanged by the human network. That network is much different than the traditional business network that thinks currency is an economic transaction created by tricks of the trade. The new currency is defined by social interaction between humans whose intent is not inclined to fall for “tricks of the historical trade” which drove previous economic transactions.