When I first threw myself into Social Media in December 2008, it was like an epiphany. But not a clear epiphany that you get when you see yourself in the eyes of your child, or when you discover what it is you're supposed to do with your life – more like a rush of adrenaline that unlocks something in your brain that says "OMG – this is going to change things!"
Here's what SM is to me – a communications platform unlike anything the world has seen. It's real time collaboration without any borders. It's connecting with human beings whom you'd otherwise live your entire life without knowing *about,* much less knowing. In essence, Social Media is base of the steep upward curve of human communication. It's only going to get better, or rather easier, to connect to each other going forward. That's my epiphany.
But epiphanies don't usually pay the bills. I needed to figure out how to apply SM to commercial applications. So I listened and engaged and paid attention to people who are a lot smarter than me – and you know what? It seems like we're all trying to figure out whether (and how) SM really applies to big business, small business, B2B, NFP, etc. etc. It's been my observation this past year that every business can benefit from Social Media. After all, it's just a device of advanced communications, right?
So my question is this – instead of trying to figure out which industries might benefit, name one that *wouldn't.* In considering this recently, it caused me to think critically about a wide range of industries and how they communicate with (and to) their constituencies. Now it's your turn. Betcha you can't think of anything.
Q: What industry doesn't really stand to benefit from Social Media? Why?
Jim is a father, husband, copywriter and founder of the virtual ad agency smashcommunications You can find him on Twitter @smashadv
Scott Hepburn
Dec 4, 2009
Drug traffickers?
Jim Mitchem
Dec 4, 2009
Well, it was just reported this week in the NYT (http://bit.ly/5UMzu7) that gangs use Twitter to communicate offensives. So maybe this applies to how drug traffickers would use SM.
LilPecan
Dec 4, 2009
One example I can think of is law offices that specialize in insurance defense work. Their customers are insurance companies. They would be unlikely to benefit from reaching out to insurance companies over a public forum because of privacy concerns.
This is where you tell me I am wrong and why.
Jim Mitchem
Dec 4, 2009
Perhaps in this scenario there’s no direct commercialization of SM for the company – except in terms of efficiency. It’s definitely applicable to communicating in an intranet-way amongst agents, etc. (see gang link above.)
Plus, I have no doubt that secured intranets, that look *like* current day Social Media, is next up the curve. And when that happens, information will flow more freely – and securely. Remember, Wave is a tool of Social Media. Collaboration is the core of this. Everyone says something to someone.
So in this case, the commercialization factor (how it affects my commercialization) comes in consulting with these groups – teaching them how to maximize efficiencies within SM.
Amy Flanagan
Dec 4, 2009
I know doctors and physical therapists avoid it because they can’t offer help without seeing people and they don’t want to be put in that position. Other than that…wow…just thinking about this question makes me realize once again how many possibilities there are.
Jim Mitchem
Dec 4, 2009
Right. HIPAA doesn’t even let doctors use email because of security (see reply to LilPecan above.)
But, what if they had an active blog where they can update common ailments and routine courses of action? They could then post tweets, or facebook updates about new articles, outside links, even for things like closings, special hours, announcements, etc. With proper training most companies can find some value in SM.
I also *don’t* think we (those of us in communications) should necessarily be running these programs but rather helping clients feel comfortable opening up and communicating with their audience. And using common sense doing it (that’s the real trick.)
And you’re right – it’s freaking weird to think through some of this stuff. It reinforces that the heart of SM is simply the idea of advanced communications.
Shannatrenholm
Dec 7, 2009
SM is the evolution of old-school communication. Often the benefits of an adaptation or change are not readily knowable–that’s the gift of hindsight. But you, Jim, are spot on. Everyone and every entity can benefit from the use of social media. I imagine the day in the not too distant future when people will stop viewing SM as outside the normal channels of communication–it will just become integrated with current forms and it will no longer stand out as a *newfangled* mode.
Callum
Dec 7, 2009
Without a doubt, SM has revolutionised the world we live – and communicate – in. No business would fail to benefit from social media. Some businesses such as tiny local newsagents (is that what they are called over in the U.S.?) may not have the financial backing in order to invest heavily, but this does not mean that value would not be there to gain.
Also, SM has allowed the instant sharing of information on an unprecedented scale. ‘RT’s’ on Twitter are the ‘new viral’ and my daily life is undoubtedly enriched by the snippets I receive from people all over the world – how many times have I emailed you with British copywriting tit-bits Jim??!! Yet without SM, we both would have been oblivious to each other’s existence.
Profound indeed…
Jim Mitchem
Dec 7, 2009
And to think that SM is more than just Twitter or Facebook – it includes a litany of emerging communications vehicles. The potential is massive. And relevant.
Jim Mitchem
Dec 7, 2009
I truly believe we’re at the fore of a massive communications revolution – if for nothing else than interconnectivity. The world is indeed getting smaller. Thanks to SM.
(and yes Callum – i really appreciate how we’ve grown our professional relationship across the ocean and love getting insider news from you.)
Lisa Hickey
Dec 7, 2009
Hi Jim,
I did a talk a few months ago with a group of lawyers. When I started talking about caveats because of proprietary information, one lawyer raised his hand and said “I use Social Media with my clients all the time. We play Mafia Wars on Facebook. It lets me be not too professional and not too personal. And when someone else needs a referral, guess who they recommend?”
As for Doctors and Physical Therapists — guess what. When people who are really popular in Social Media go out into the real world, they get swarmed with people wanting social media help. When celebrities go out, they get swarmed with people wanting to take their photos. When the president goes out, he needs bodyguards. The point is, that if you have a reason that people want to engage you — because you’re smart or talented or beautiful or controversial — people will want to engage with you. You can either figure it out in a way that’s helpful, legal and professional, or not. I do think the laws will have to change, and soon. Too many people are out there talking. I just don’t see how it can be possible for it not to be ok to say what you want to. But that’s me.
Back to the *point* of your article Jim — Social Media changed my life. There is no doubt about it. I have to be careful of how I talk about it, because I get too excited, too passionate. I walk into client meetings and I say “I believe two things. That soon, all media will be social media. And that almost any business problem can be helped with social media.”
Social media works, for me, because it connects people who have problems with people who want to solve that particular problem. I’ve simply never seen anything like it — I can’t tell you the number of times someone in a different country, whom I never would have even met, has said to me “I know how to solve that problem. I’m on it.” And obviously the doctors who shy away from it missed the story on CNN about the doctor who was performing *brain surgery* on a tumor, and couldn’t get a particularly stubborn tumor out, twittered about it and within 24 hours had someone Fedex them a special knife designed exactly for that particular tumor. Yeah, maybe social media can’t cure cancer. Or maybe it can.
John Kochmanski
Dec 7, 2009
I’m going to go with mimes. I don’t get them irl and I really can’t see how they would benefit from sm.
I’m sure I can come up with a way if I think a little longer, but mimes serve no purpose IMO.
Jim Mitchem
Dec 7, 2009
Wait, @themime has a relevant presence in SM. (http://twitter.com/theMime)
Jim Mitchem
Dec 7, 2009
I wish I could say that I’ve found a commercial niche here, but I’m still too busy being overwhelmed with the awesome connectivity benefit of Social Media. I trust that as with anything I’ve done, if I follow my heart to see where it leads – things will work themselves out (this knowledge as the result of a previous epiphany about control.) Connectivity – it’s an innate human desire. This is only the beginning of enhanced communications as a species.
Bengarvey
Dec 8, 2009
I’ve found social media to be incredibly interesting and useful personally, but my business is B2B and my customers are very large corporations. Finding a good social media strategy is incredibly difficult, but so far I’ve been employing the above commenter Lisa Hickey’s “Lawyer” strategy. I wrote about it a little while back.
http://www.bengarvey.com/2009/11/b2b-social-marketing-what-to-do-when-your-customer-isnt-a-person/
BZTAT
Dec 9, 2009
I can see some professional guidelines for medical and mental health professionals coming down the pike here…At least I hope they are coming.
I agree with your suggestion of a blog and tweeting/updating about information and articles. It can get sticky, however, if the doctor/therapist gets too personal with their online presence.
Social media is all about connecting with people on a personal level that often blurs the personal and professional boundaries.
Doctors and therapists have to keep some distance between their personal and professional lives according to ethical guidelines. They will need to be cautious about engaging with their clients/patients online in public forums to avoid dual relationships and confidentiality concerns.
I am both an artist and a mental health counselor. I have developed a large online presence through Twitter, Facebook and a blog as an artist. Although I include my role as a counselor in the “story” that I share about my life as an artist, I avoid connecting directly with clients via social media.
I use an alias for my online presence to make clear the separation of roles.
I can see some value in using social media in various professional practices. But prudence is essential when you are engaging with people online as a healing professional with ethical standards to uphold.
Seth Simonds
Dec 10, 2009
Waste management.
Jim Mitchem
Dec 10, 2009
I’m just going to report that as spam.
Tiffany L. Ryan
Dec 10, 2009
I was going to say Plumbers and Electricians.
Michael Durwin
Dec 10, 2009
It’s a pretty easy question to answer. Just ask yourself, what industries DON’T want to communicate with customers or the public. I can name a few utilities, defense contractors, pharmaceutical companies that may communicate with vendors and their direct customers, but not the general public and not through social media. Take a defense contractor: they have a secure, inaccessible pipeline to whichever military branch they work with and the Pentagon. They’re not going to benefit from Twitter.
I actually think a waste management company would benefit from Social Media. Connecting with consumers about how to package trash, what is recyclable, snow emergencies, leaf pickup, what they’re doing for the environment, etc, would go along way to changing their image as garbage men. Unless they’re run by the mob.
I agree with Ben Garvey that the hardest nut to crack right now is SoMe for B2B. I’m working on it for a client as we speak.
Teresa
Dec 10, 2009
Funeral homes? Unless. . .
@mortuaryman: Limited time only. Pillow upgrade with purchase of deluxe burial package. Mention this tweet.
Jim Mitchem
Dec 10, 2009
Prudence and common sense. And privacy (in the case of Health Care and the Military)
Jim Mitchem
Dec 10, 2009
I think local community stands to benefit most from SM. No, a plumber doesn’t need to get on here to say ‘hire me for 10% off’ – but they could. Rather, by sharing experiences we grow our networks. And networking is the catalyst of growth. Plumber goes to call – sees something very strange that’s happening as a result of the weather (for example) – sends out tweet saying ‘look out for this!’ Then posts a blog post about how to problem solve the issue. Good solid information, an accessible company, it’s a win. Another segment that SM could be huge for is restaurants.
Jim Mitchem
Dec 10, 2009
Grief counseling posts from psychologists on their blog?
Jim Mitchem
Dec 10, 2009
When you’re talking about Double Secret Probation stuff – sure, most all forms of open communications go out the window. However, I betcha that we’ll soon see secure intranets that develop as a result of the boiler plate we’re developing right now in SM. Think email but better.
SoMe for B2B is easy – make a blog that talks to the important issues to the audience. send email updates with links to the latest content. Have places for the audience to connect/follow on other vehicles. Augment traditional advertising with SM – you’re not going to replace it.
Jim Mitchem
Dec 10, 2009
Maybe there is no boilerplate strategy? Everything’s custom.
Jennifer
Dec 10, 2009
Even if not all industries will benefit by broadcasting information via SM, I would think all can benefit by using SM as an input channel. Just search for your own company’s name (on Twitter for example) and see who is talking about you. Search for your competitors and see what they’re offering or what people are saying about them. I think all business can benefit just by “listening” and getting news from yet another communication channel. Why not take advantage of the free conversation?
Jim Mitchem
Dec 10, 2009
Well, not really ‘free’ since time is money. But yes, there are elements of SM that are applicable to any person, company or organization that seeks to communicate effectively (eventually). Monitoring conversations in real time is a great example of how to use the tools of SM.
Casey Chapman
Dec 11, 2009
I also think you have to take into account the detail that those companies are, in fact, run by people. They are not mysterious monoliths. And the people in the law office might, through social media, connect with the people in the insurance company. As an example, if I were starting a business, I would be more likely to contact Jim for marketing, even though we have never met. We “know” each other online, and that “human connection” would lead me to choose him over other marketing people. I have to believe that the people charged with finding a law firm for their defense would also use the same logic.
Casey Chapman
Dec 11, 2009
I replied to a comment earlier, but I want to comment on everything I see posted here. A lot of people seem to be responding as if SM is only good for advertising. But keep in mind that advertising is only a small part of an overall marketing strategy. In fact, some might say that it is the least part. A great example is Waste Management. As Michael Durwin said, SM can be used very effectively to create an image for a WM company as environmentally responsible, etc. And Jennifer hit closely on another point: What image are we creating? Utilizing Social Media can allow us to see if the image we think we are creating is truly the one we are presenting.
As another example, let’s look at therapists. Most therapists have a specialty. By demonstrating through Social Media and expertise in this specialty with links to blogs, commentary and analysis, they expand their customer base as well as heighten the odds of coming up during a search.
Personally, Jim, I am with you. In fact, I have been using SM to accomplish quite a bit. I am no “expert,” but have found effective ways to use SM to accomplish a wide variety of goals, both business and personal. And that is exactly why SM works: no matter how removed we are, it is personal.
Jim Mitchem
Dec 11, 2009
I like what you said earlier Casey, about businesses being run by people not “mysterious monoliths.” One of the things I’ve always integrated into my advertising solutions for B2B clients is that even though it’s B2B, it’s still people2people at the core. The humanization of communications is absolutely critical in terms of making connections that matter. Yet, you’re right that advertising is just a small part of marketing.
Social Media is new. People immediately try to figure out a way to make money off of it. It was the same with Radio, Television and the Internet in general. What they don’t realize is that while this might be (might be) a great monetary channel, it’s really just a very efficient way to grow human networks amongst people who are sharing experiences. And when you break it down to this very simple form – the communications potential is vast, beautiful and even too simple to fully comprehend.
Michael Durwin
Dec 11, 2009
Plumber puts his business on Yelp, gives discounts to referrals.
Courtney Hunt
Dec 12, 2009
Great post and great conversation following it. I have shared the link with the Social Media and HR (SMandHR) LinkedIn group (http://tiny.cc/SMandHRLI) and have posed a comparable challenge with respect to the intra-organizational implications of social media:
What aspect of organizational functioning doesn’t really stand to benefit from Social Media? Why?
I hope we generate thoughts as insightful as those shared here.
Michael Durwin
Dec 12, 2009
I think you nailed it Jim. Boilerplate is no longer possible. B2B is hard but no impossible.
My novel – Minor King
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