Ten years ago four wise men wrote a manifesto with 95 theses in it. The Cluetrain had a lot to say about how companies were failing to recognize the need people have to connect – with each other and with employees inside companies.
#92 in the Manifesto says: Companies are spending billions of dollars on Y2K. Why can’t they hear this market time bomb ticking? The stakes are even higher.
In 1999 Y2K was just around the corner. Companies were scrambling to get their systems in place so they wouldn’t be caught with their pants down when the clock turned to 2000. Well, that possible disaster has come and gone. But the market time bomb is still ticking. And over the years the ticking has become much louder. The proliferation of blogs, social sites and online publishing has given everyone the power of voice. Yet some companies still seem unable to hear it.
A recent list of companies that are engaged in social media has just over 300 names. That’s not many when one thinks of how many companies there are in the U.S. Are the rest turning a blind eye? Or is it a deaf ear, since markets have become conversations?
What’s causing the resistance?
According to MarketingSherpa, “lack of knowledgeable staff” was cited as the biggest barrier to social media adoption by organizations. Since many organizations “start by delegating responsibility to the first staff person they find with a profile on Facebook or LinkedIn, since very few people have any level of practical experience in this new strategy” the results are less than effective.
If that’s the case social media training should be top of the priority list or every company . Get an outsider who does have the knowledge and skill to get your people up to speed.
Companies that have taken the leap have gone through the pain of breaking down the corporate firewalls – literally and figuratively. Dell is a perfect example.
Those that have not yet figured this out are doing same old, same old and hoping for a different result.
Social media is not something an outsider can do for you, but they can train your staff so they can do it right.
Unlike Y2K this bomb is not going to pass and fade away. Social media is not some interesting fad the marketing folk are futzing around with. Your smart market is talking about you. They’d love to be engaged in conversations with you about your business and your products.
It’s time to pay attention to that loudly ticking time bomb, and whether you’re about to find your pants round your ankles yet again.
Social media is a tsunami that could engulf your business, if you don’t pay attention. And like the Emperor you’ll find yourself butt naked and visible to everyone.
Update: The 10th Anniversary edition of Cluetrain is now available.
It has a new introduction by David Weinberger, four new chapters by each of the four authors (Chris Locke and Rick Levine, in addition to Dr. Weinberger and Doc Searls), and one each by Dan Gillmor, Jake McKee and JP Rangaswami.
