Study after study shows that executives from around the globe are having difficulty measuring and defining world class standards for use of social media. While wanting to measure and define world class standards many fall into the trap of “corporate speak” when first trying to even understand all things social.
Weber Shandwick and Forbes Insight Survey states: Becoming social is an imperative for brands today, and while many are embracing the digital revolution, substantial improvements are yet to be made to build a brand with a distinctive social identity, according to a new global Weber Shandwick study in partnership with Forbes Insights.
According to the study, global brand executives believe that sociability is growing rapidly as a contributor to a brand’s overall reputation, from 52 percent today with a projected estimate of 65 percent three years from now. Yet, a large majority (84 percent) report that their brand’s sociability is not yet up to world class brand standards, despite the fact that nearly all of them (87 percent) say they have a social media brand strategy.
The study sites nine best practices such as:
- It’s not the medium — and it’s more than the message
- Put your brands in motion
- Integrate or die
- Make social central
- Listen more than you talk
- Count what matters — meaningful engagement
- Think global
- Go outside to get inside
- Be vigilant
Drop The Pitch And The Pony
Notice that the above mentioned study refers to executives having difficulty measuring and identifying world class social media standards. Subsequently the study list nine best practices that are in essence tactics for the use and application of social technology.
The irony of both the study and the subsequent language are nothing more than corporate speak to justify time and expense to figure out one thing. The one thing that creates the nine best practices is not the technology, not the brand, not the message or the medium. It is simply how to think, talk and socialize as a human being rather than as a brand or institution.
If your language is corporate speak, consultant speak or pitch speak you are no longer speaking to anyone calling themselves a human being. Get it?