Do You Lead or Follow Change?

Everyday the headlines demonstrate news reflecting changes in the economy, in social technology and the transformation of what was into what should be.  What should be is becoming centric to better methods for businesses and individuals to communicate, conduct commerce and create innovative products and services.

The most profound change taking place today is that of social technology.  The dynamics of Web 2.0 and the never ending discoveries of its implications on lifestyles, commerce and business processes is just beginning.

Just this week Oprah Winfrey decided to engage in “Twitter”. By the end of her first day on Twitter she had over 200,000 followers and growing steadily.  Now Oprah can communicate directly with her followers 24/7 and they to can communicate with her.  No longer controlled by the time sensitive television broadcast the audience is a new audience, an audience with a voice and with influence.  Oprah’s entrance into Twitter draws massive attraction to Twitter and social media.  It could be considered the “tipping point” for main stream adoption.

Other Changes Fueling Even More Change

One week ago an unknown women named Susan Boyle appeared on the British version of American Idol, You Got Talent.  What seemed to be yet just another untalented person seeking to be a star turned out to be an event that touched millions of people and the story continues to spread.  Last we checked the YouTube video of Ms. Boyles appearance had reached 20 million viewers and is still growing.

In another recent event Domino’s Pizza learned a hard lesson about the power and influence of employees equipped with a mobile video phone and access to the web.  A video showing two employees engaged in disgusting activities in the kitchen at a Domino’s store sent the entire Domino’s organization into damage control.  However, the initial reaction by the Domino’s brand actually caused more damage as proconsumers using Twitter criticized Domino’s response and actually told them to be “human” rather than putting out corporate speak into the presses.

Consumers have become empowered by social technology.  This empowerment has significant implications for businesses.  The implications go beyond the stories reflected above rather the disruptive nature of social technology is changing everything in business, not just marketing processes.

You might wonder what will change next.  The answer is a choice.  Stick around and wait to see what changes or create the change yourself.  To lead rather than react is the different between a market maker and a reactive follower.  It cost more to follow than lead.  However leading requires you to first change your thinking before you try and use social media to lead.  Get it?

What Say You?

Tagged as: brand marketing, business change, business disruption, business relations, business solutions, business transformation, creative capital, innovation economy, intellectual capital, jay deragon, social commerce