While social media is still in its infancy, David Armano, a member of the founding team of Dachis Corporation, says the new channel must grow up if it is to contribute to ROI for organizations.
Growing up for social media means integrating it into the way that a company does business. With a focus on one-to-one relationships, social media is challenged by issues of scalability and accountability, which can only be approached when social strategies are integrated with business organization and plans.
Armano cites an anecdote of Ford CEO Scott Monty who answered a tweet from an interested customer, resulting in the sale of a Ford vehicle. The personal attention from the CEO was powerful in selling a car, but, as Armano points out, CEO Monty can’t be expected to tweet millions of people who might buy Ford vehicles.
According to Armano, a corporation’s structure and culture will have a tremendous impact on its success with social media. A top-down, command-and-control organization is not likely to be successful with social media, while a more open and collaborative culture can reap many benefits.
“An organization can hold it together in the social space for only so long with duct tape and chewing gum,” Armano said. “It’s time that social media become a part of the design of a business, bringing together partners, customers and the workforce to optimize, engage and collaborate.”
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