How companies should adapt their culture to reap the benefits of social media

What is the true impact of the emergence of social media on companies? The question might sound trivial nowadays. Aren’t virtually all companies –at least the public ones- ‘present’ on social media, in one form or another? They probably are. But are they getting the maximum out of this ‘presence’? In other words: do they use social media as a strategic tool rather than a tactical one?

In his latest book, Steven Van Belleghem calls companies making strategic use of social media the ‘Conversation companies’. Rarely has a business author chosen a better word to express his idea: successfully using social media means leading conversations with whomever is talking about you, it’s about re-actively AND pro-actively engaging with your audience. Companies all too often limit their social media presence to sending company updates (hoping that nobody will reply) or (if they’re a little more sophisticated) replying to complaints and negative comments.

These companies are dealing with a massive amount of what Steven calls ‘unused conversation potential’. Use this potential fully, and you’ll reap the benefits of loyal fans of your brands.

The caveat? You’ll need to have a very close look at your company’s culture, and most probably adapt it. That’s easier said than done, but it’s not impossible. Steven’s book ‘the conversation company’ provides a concrete –and feasible- roadmap on how to do this. With a massive amount of case studies to make his point(s).

How strange however that Steven first wrote a book about ‘The Conversation Manager’ before writing ‘The conversation company’: I can’t imagine any company appointing a conversation manager before they turned into a conversation company. Nevertheless, Steven’s message is pressing: companies that don’t take these conversations seriously face the risk of being left behind. Perhaps for good.

A crucial read !