I speak to many organizations about their social media strategy. I am often excited to hear that they have formulated a social media strategy only to find that it is glorified Web 1.0. What do I mean by this?
These glorified Web 1.0 strategies are really communications-based strategies for how to pump out the corporate message through social Web outlets (facebook, Twitter, etc) rather than community-based collaboration.
I have a basic and easy mantra for this. If it is 1-way communication then it is 1.0. To be 2.0 it must be 2 way collaboration. Loading video on Youtube, creating a corporate facebook presence, and starting a corporate Twitter account isn’t Web 2.0. Now, I’m not saying that adding the social Web to your communications strategy isn’t important, it is. But it really isn’t Web 2.0. It won’t deliver the benefits of engaging the community.
The most successful social media Web 2.0 solutions are not only 2 way but they are heavily unbalanced 2 way (meaning that the vast majority of the content and interactions come from community participation not the enterprise).
Enterprise leaders need to recognize when their social media strategy is corporate communications heavy (versus community collaboration centric) and understand that, at best, they are scratching the surface of Web 2.0 and that tapping the power of the collective will require a whole different level of social media strategy.
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