Is social media helping or hindering our lives?

Hello Readers,

I have been writing a lot of blog posts recently about how beneficial certain social media platforms are to enhance productivity and add value to our lives and an organisation’s business procedures. However, there are people who sit on the other side of the fence of this argument who say that social media is making the next generation lack in social skills and is just downright a waste of time.

Now, you probably all know where I stand. Social media I think, purely from a marketing perspective, (as for those of you who do not know, I have a bit of a marketing-lead brain), is changing the way organisations do business and for the better.  The interaction that can happen on social media is working towards Grunig and Hunt’s two-way asymmetrical two-way-communicationmodel, which in PR terms is the ‘ideal’ model of communication to create mutually beneficial relationships.

Image Source: Boadroom Metrics

Not to mention the data that can now be captured via social media platforms, such as using Facebook insights on an organisation’s page. These statistics, such as posts that are getting engagement and those that are not can often form the basis of an entire marketing campaign.

Social media is not just a useful tool for organisations to interact and inform its followers on a marketing level though, consider the 2011 Queensland floods… Both Twitter and Facebook were used during this time of disaster by emergency services like Queensland Police and Brisbane City Council to inform people of updates and warnings, but also by flood victims in need of help and during the clean up period. Statistics revealed that more than 35,000 tweets used the hashtag #qldfloods over the six days and this is not the only example of social media helping out those in need during times of crisis, particularly when phone lines or electricity have been down.

Queensland Floods and Social Media

Image Source: News.com.au

I’m not saying there are not negative aspects surrounding social media that have appeared over time.  As many as 55% of organisations are now having to block social media sites from their work places to avoid employee misuse or because they are significantly reducing productivity. I can particularly relate to that when it is time to write an assignment! Also, cyber bullying, particularly for school children, is a terrible example of a result from social media and really is a huge problem that is hard to be managed in an environment like this.

I have only really just covered the very smallest tip of huge iceberg here; there are so many different perspectives and arguments surrounding this topic. I would love to hear your thoughts about this though! Facebook may not be the best tool for Superman, but is it for you? Where do you stand on this issue?

Superman and Social Media

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Social Technology Benefiting Canberra

Hello Readers,

This week in my Enterprise 2.0 class we have been focusing on the benefits and value levers associated with implementing Enterprise 2.0 and in this post I would like to discuss with you my thoughts on the topic and an example (ACT Tourism) of an organisation I think has optimised on this.

In today’s ever changing and fast paced world, organisations are constantly trying to remain competitive and find effective and efficient ways to run every day activities. They are therefore having to become familiar with and take advantage of the benefits of Enterprise 2.0 on an internal and external level.

enterprise206b

Source: Geek and Poke

I personally believe that the adoption of social technologies by an organisation is imperative, not only in a competitive sense, but because consumers now have so much power that even if an organisation is not utilising these social technologies, their customers still will be. It therefore does not surprise me that as reported in the McKinsey Global Institute Report that 90% of companies who use social technologies believe they receive business benefit.

The report goes on to discuss the ten ‘levers’ where social technologies can add value to an organisation; deriving customer insights, co-creating products, leveraging social to forecast and monitor, using social to distribute business processes, deriving customer insights, using social technologies for marketing communication/ interaction, generating and fostering sales leads, social commerce, proving customer care via social technologies, using social technologies to improve intra-or-inter-organisational collaboration and communication and using social technology to match talent to tasks.

Enterprise 2.0 and Canberra

Now I know what you are thinking, Canberra and ACT Tourism are not the most exciting of organisation’s or topic to choose, and to be honest, I agree. However, I believe that ACT Tourism kept this long-held perspective in mind when they undertook an unheard of social media campaign at the end of 2012. In terms of the functional area marketing and sales, ACT Tourism launched a world-first human brochure campaign, where 500 people were selected to visit the nation’s capital to obtain their firsthand experience.

human brochure

What’s the catch you ask? No catch, other then the winners simply needing to be active social media user’s willing to tweet, instagram and update their way around Canberra sharing their experiences with their online community.

human brochure 2

The campaign focused on positive word of mouth through social media, by real people for the people, to increase the volume of “social chat” about the destination. With over 31,000 applications received, ACT Tourism estimated that the social media reach alone of this campaign was at least 4 million people, with the 500 Humans Facebook page‘s fan base growing 380% since it began.

ACT Tourism effectively created a campaign that generated many new forms of customer insights about the destination, useful for future campaigns, while marketing in a two-way dialogue fashion without having to spend too much on actual advertising and promotions.

Unfortunately I was not selected as a winner in the campaign, but enjoyed looking through the many different and varied perspectives of those who did and overall did feel compelled to want to visit Canberra to experience what others had.

Two other great campaigns that I think utilised some of these marketing and sales levers to add value through social technologies is Cadbury and the Dollar Shave Club (which is very funny), take a look at them and tell me if you agree!

That’s all from me for now, I look forward to reading your comments and suggestions.

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