How does an organisation, a person, a brand build social capital online? Through change! How does it engage in social web platforms such as Facebook, Youtube, Flickr and Twitter? It takes time, unlearning old practice, skills and knowledge and learning new practice through listening, dialogue and experimentation.
Increasingly I am being asked to deliver talks within organisations, usually to marketing, communications or media teams about the evolution we are experiencing in digital and social web media. These talks are often used to open the dialogue within teams at the beginning of a workshop or as part of a ‘training week’ about how the ‘media space’ has changed considerably and how the host organisation can best approach, use and/or learn about social media.
I use these talks as an opportunity to encourage personnel in marketing, media or communications to consider the need to ‘unlearn’ and explore ‘new mindsets’ with which to approach their communications activities. To step outside the box from what is traditionally termed ‘marketing‘, ‘PR’ or ‘media management’, and consider that their role in communications has fundamentally changed within society, within their organisation, within their own lives. With this has come the need to learn new skills, new ways of looking at the world, and new ways of behaving within it. Why is this important? To be sustainable, ethical, and effective in communications activities in a digital and social web space. When the world moves on, you have to move with it, it is the nature of evolution. It’s not easy, it’s not cheap, but it’s most certainly the fundamental principle of evolution – change.
In this talk I use a number of case insights to explore my position on this, comparing campaign-led communications initiatives by Skittles.com (2009) and Rage Against the X-Factor (2009) to more sustainable community-led activities of Compare the Meer-Kat (Ongoing), Patients Like Me (Ongoing), Wiggly Wigglers (Ongoing) and National Theatre Wales (Ongoing).
The core message of this talk is that the “social web is about people, conversations, dialogue, listening, and being ‘a part’ of a community, not apart from it or promoting or communicating to it!” Something required by personnel in business, marketing and media management to learn following the unlearning of traditional ‘communications’ mindsets.
In September 2010, I delivered this talk for Community Housing Wales, and VerseOne, a major provider of CMS to the public sector. The slides from the talk are embedded below, and can be found on drkellypage on slideshare.