This is based on a bit of an older blog post (from, gasp, 2008!) from Chuck Hollis a VP @ the EMC Corporation. The title of the blog is “A Journey in Social Media.” The article that I came across is “Passion: The Secret Ingredient?”
Basically, he asks the question, even when his company was willing to experiment with social media at a “grassroots” level, why was it hard to get people to engage?
In short, his solution is, find the passionate people and empower them.
Here are three example of how convention wisdom changes when you embrace this mindset:
Old Wisdom = get people to blog
New Wisdom = find the passionate people, and get them to blog
Old Wisdom = build communities around what’s important to the business
New Wisdom = build communities around what people really care about
Old Wisdom = keep the discussions on the original thread
New Wisdom = keep the discussions where people want them to go.
Mr. Hollis boils it down like this:
- Social media proficiency is essential to the long-term competitive success of our company, and perhaps yours as well.
- To get people proficient, you’re going to have to get them to engage. Not because they have to, but because they want to.
- The #1 incentive for people to engage is because they’re passionate about something — they really care, and they want to engage.
I thought this was a pretty smart approach to social media in general.
I’ll see you on the web,