What Social Media Does Best

If you’re still looking for the best ways to explain to senior management or your team or your coworkers or your spouse what it is that social media does, why it’s different than the old way people used to use computers and the web, why people are giving two hoots about it, here are some thoughts to start out the conversation. I look at this mostly from a business perspective, but I suspect you’ll find these apply to nonprofits and other organizations as well. Further, as I’m fond of saying, social media isn’t relegated to the marketing and PR teams. It’s a bunch of tools that can be used throughout businesses, in different forms. Think on this.

What Social Media Does Best

Blogs allow chronological organization of thoughts, status, ideas. This means more permanence than emails.
Podcasts (video and audio) encourage different types of learning, and in portable formats.
Social networks encourage collaboration, can replace intranets and corporate directories, and can promote non-email conversation channels.
Social networks can amass like-minded people around shared interests with little external force, no organizational center, and a group sense of what is important and what comes next.
Social bookmarking means that entire groups can learn of new articles, tools, and other Web properties, instead of leaving them all on one machine, one browser, for one human.
Blogs and wikis encourage conversations, sharing, creation.
Social software, like Flickr and Last.fm and even Amazon.com, promote human-mediated information sharing. Similar mechanisms inside of larger organizations would be just as effective.
Social news sites show the popularity of certain information, at least within certain demographics. Would roll-your-own voting within the company be useful?
Social networks are full of prospecting and lead generation information for sales and marketing.
Social networks make for great ways to understand the mindset of the online consumer, should that be of value to you.
Online versions of your materials and media, especially in formats that let you share, mean that you’re equipping others to run with your message, should that be important (like if you’re a marketer).
Online versions of your materials and media are searchable, and help Google help you find new visitors / customers / employees.
Social networks contain lots of information about your prospective new hires, your customers, your competitors.
Blogs allow you to speak your mind, and let the rest of the world know your thought processes and mindsets.
Podcasts are a way to build intimacy with information.
Podcasts reach people who are trying out new gadgets, like iPhones, iPods, Apple TVs, Zunes, and more.
Tagging and sharing and all the other activities common on the social Web mean that information gets passed around much faster.
Human aggregation and mediation improves the quality of data you find, and gives you more “exactly what I was looking for” help. (See also, Mahalo).
Innovation works much faster in a social software environment, open source or otherwise.
Conversations spread around, adding metadata and further potential business value.
People feel heard.

And that’s a great place to ask you what I’ve missed. What else does social media do best, in your estimation?

—

The Social Media 100 is a project by Chris Brogan dedicated to writing 100 useful blog posts in a row about the tools, techniques, and strategies behind using social media for your business, your organization, or your own personal interests. Swing by [chrisbrogan.com] for more posts in the series, and if you have topic ideas, feel free to share them, as this is a group project, and your opinion matters.

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Photo credit, Boston Public Library

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http://www.toputop.com Kiran voleti

Good list…We needed to implement these when we are doing online marketing.

Thanks
http://www.toputop.com
http://www.allcotmedia.blogspot.com Dawn

It’s great to start off my morning with some good, thought-provoking reading. How’d you get so damn smart, Chris?

I was just discussing this topic with a friend yesterday. She was using social media for herself and her clients without realizing its full potential, and now she’s taking it to the next step. I’m sending her here to read this.
http://www.allcotmedia.blogspot.com Dawn

It’s great to start off my morning with some good, thought-provoking reading. How’d you get so damn smart, Chris?

I was just discussing this topic with a friend yesterday. She was using social media for herself and her clients without realizing its full potential, and now she’s taking it to the next step. I’m sending her here to read this.
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http://www.anewbandaday.com Joe | A New Band A Day

The interesting thing is that many of these methods of expression – blogs, wikis and podcasts etc – are relatively new, at least to the masses. It reminds you how sudden this explosion in communication has been, and what a great impact it’s had.

Joe – http://www.anewbandaday.com
http://www.anewbandaday.com Joe | A New Band A Day

The interesting thing is that many of these methods of expression – blogs, wikis and podcasts etc – are relatively new, at least to the masses. It reminds you how sudden this explosion in communication has been, and what a great impact it’s had.

Joe – http://www.anewbandaday.com
http://www.mediabadger.com Webconomist

Brilliant list Chris!

I think it also helps make “marketing” truly Marketing; Peter Drucker said a business must do 2 things: Innovate and Market.

Social Media, the Web as a whole now means a company or organization can Market itself fully and very cost effectively.
http://www.mediabadger.com Webconomist

Brilliant list Chris!

I think it also helps make “marketing” truly Marketing; Peter Drucker said a business must do 2 things: Innovate and Market.

Social Media, the Web as a whole now means a company or organization can Market itself fully and very cost effectively.
Jill

Love it! While it seems like people feel computers and less face-to-face communication is creating barriers to personal relationships, social media brings back the ‘human element’ to conversation. Not only am I able to share ‘business’ perspectives and learnings, I’m also able to ‘meet’ the person and get some understanding of who they are socially. How cool!
Jill

Love it! While it seems like people feel computers and less face-to-face communication is creating barriers to personal relationships, social media brings back the ‘human element’ to conversation. Not only am I able to share ‘business’ perspectives and learnings, I’m also able to ‘meet’ the person and get some understanding of who they are socially. How cool!
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http://publicrelationsmatters.com Barbara Nixon

Chris — perfect timing! I am discussing social media with my public speaking class on Thursday, and I’ll definitely include many of your analogies and examples.

Barbara
http://publicrelationsmatters.com Barbara Nixon

Chris — perfect timing! I am discussing social media with my public speaking class on Thursday, and I’ll definitely include many of your analogies and examples.

Barbara
Jen Harris

Chris-
For the past two and a have years I have been telling clients/my boss’ to think of New Media/Social Media as “Marketing like it was done before Mass Media”. Where you learn from your peers that the best steak house is not the one on the corner, but the one off the beaten path.
Jen Harris

Chris-
For the past two and a have years I have been telling clients/my boss’ to think of New Media/Social Media as “Marketing like it was done before Mass Media”. Where you learn from your peers that the best steak house is not the one on the corner, but the one off the beaten path.
Phil Baumann

Chris, excellent list.

In fact, this topic would be a great daily (or weekly) tip. Maybe a scheduled email with a single tip.

>>>

Maybe even set up a simple website with a running list of these tips that would be tagged & searchable (sort of like State of the Web). I’m sure there are remarkable designers who would love to set that up.

Also: sell the list as a huge poster for employees and other stakeholders to hang up. I know old-school, but then again, it takes a bridge…

Phil
http://philbaumann Phil Baumann

Chris, excellent list.

In fact, this topic would be a great daily (or weekly) tip. Maybe a scheduled email with a single tip.

>>>

Maybe even set up a simple website with a running list of these tips that would be tagged & searchable (sort of like State of the Web). I’m sure there are remarkable designers who would love to set that up.

Also: sell the list as a huge poster for employees and other stakeholders to hang up. I know old-school, but then again, it takes a bridge…

Phil
http://incontextmultimedia.com @Stephen Productivity in Cont

>>Phil Baumann – that is a great idea. Or, rather, two great ideas…
http://incontextmultimedia.com @Stephen Productivity in Context

>>Phil Baumann – that is a great idea. Or, rather, two great ideas…
http://www.salesconx.com/index.php?reff=4028 Gina

Wonderful list, Chris!

I agree with you on all of them but this one definitely stuck out to me: :”Social networks are full of prospecting and lead generation information for sales and marketing.” I had no idea that social networks were a powerful tool for marketing until I started to utilize them for business at Salesconx.

I used to just use them as ways to keep in touch, but now that I use them to market Salesconx, I cannot imagine why other small companies don’t. We have gained tons of traffic and users just by staying active on a handful of networks where our audience hangs out…It’s amazing!

Marketing via social media/networks is definitely the way to go right now. Granted there is no one way to use it (making it difficult to explain and track), but it’s definitely an effective way to reach the masses when it’s done right!

-Gina
Marketing Manager
Salesconx
http://www.salesconx.com
http://www.salesconx.com/index.php?reff=4028 Gina

Wonderful list, Chris!

I agree with you on all of them but this one definitely stuck out to me: :”Social networks are full of prospecting and lead generation information for sales and marketing.” I had no idea that social networks were a powerful tool for marketing until I started to utilize them for business at Salesconx.

I used to just use them as ways to keep in touch, but now that I use them to market Salesconx, I cannot imagine why other small companies don’t. We have gained tons of traffic and users just by staying active on a handful of networks where our audience hangs out…It’s amazing!

Marketing via social media/networks is definitely the way to go right now. Granted there is no one way to use it (making it difficult to explain and track), but it’s definitely an effective way to reach the masses when it’s done right!

-Gina
Marketing Manager
Salesconx
http://www.salesconx.com
http://richreader.blogspot.com/ Rich Reader

Let’s sift out the how from the what, know the difference between goals and exercises, and focus on the highest value purposes.

Practiced properly, social media:

* relieves pain
* solves problems
* improves images and brands
* converts negative/non-existent perceptions into positives
* fosters permanent, mutually beneficially relationships in ways that product advertising can never pretend to approach.

=Rich Reader
=Social Media Consultant
http://richreader.blogspot.com/ Rich Reader

Let’s sift out the how from the what, know the difference between goals and exercises, and focus on the highest value purposes.

Practiced properly, social media:

* relieves pain
* solves problems
* improves images and brands
* converts negative/non-existent perceptions into positives
* fosters permanent, mutually beneficially relationships in ways that product advertising can never pretend to approach.

=Rich Reader
=Social Media Consultant
http://www.liveworld.com Jenna Woodul

Social media invites/supports the personification of your brand. Conveys a sense of place and presence; brings the brand culture to life.
http://www.liveworld.com Jenna Woodul

Social media invites/supports the personification of your brand. Conveys a sense of place and presence; brings the brand culture to life.
http://koinoniasolutions.com Justin

Your post is very informative. I’m very glad to see people actively engaging in Web 2.0. Web 2.0 offers some very intuitive and powerful tools/sites, that keep us all connected. This connection is not only limited to personal but can be used in a business/organization as well.

Justin
- Check Us Out …
http://koinoniasolutions.com
http://koinoniasolutions.com Justin

Your post is very informative. I’m very glad to see people actively engaging in Web 2.0. Web 2.0 offers some very intuitive and powerful tools/sites, that keep us all connected. This connection is not only limited to personal but can be used in a business/organization as well.

Justin
- Check Us Out …
http://koinoniasolutions.com
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http://getinternetmarketingstrategies.com/2008/06/how-to-squidoo-steps-to-building-best-lens-for-website-promotion/ How -To Squidoo – Best Lens for Website Promotion

WOW, another great post!! Lots of insightful and accurate information…Blogging Rules!!!!
http://getinternetmarketingstrategies.com/2008/06/how-to-squidoo-steps-to-building-best-lens-for-website-promotion/ How -To Squidoo – Best Lens fo

WOW, another great post!! Lots of insightful and accurate information…Blogging Rules!!!!
http://www.rocsearch.com Pragya Narang

RocSearch, the UK-based research & analytics firm has recently released a research study on â€˜Leveraging Social Media for Brandsâ€™. The study showcases the social media eco-system, its drivers & imperatives while detailing cases of brand successes and failures attempting to harness the power of this medium. For a complementary copy of the study, visit http://www.rocsearch.com/social-media.asp.
http://www.rocsearch.com Pragya Narang

RocSearch, the UK-based research & analytics firm has recently released a research study on â€˜Leveraging Social Media for Brandsâ€™. The study showcases the social media eco-system, its drivers & imperatives while detailing cases of brand successes and failures attempting to harness the power of this medium. For a complementary copy of the study, visit http://www.rocsearch.com/social-media.asp.
http://www.chetztv.com Chetz Yusof

Chris,

Thank you so much for sharing! I’m so glad I found your website. Your site is so informative and easy to understand.

Thanks!

Chetz Yusof
http://www.ChetzTV.com
- Win The Battle -
http://www.chetztv.com Chetz Yusof

Chris,

Thank you so much for sharing! I’m so glad I found your website. Your site is so informative and easy to understand.

Thanks!

Chetz Yusof
http://www.ChetzTV.com
- Win The Battle -
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http://facevaluebook.blogspot.com/ jenny Orr

A very good post with a fairly exhausted lost of the value of social media though don’t entirely agree with your last point about making people feel heard.

This is because there are so many blogs and profiles out there that get lost in the clutter and are never read. Though this probably forces people to raise their game with better quality writing and marketing.
Check out http://facevaluebook.blogspot.com/ for more posts on social networks and blogs
http://facevaluebook.blogspot.com/ jenny Orr

A very good post with a fairly exhausted lost of the value of social media though don’t entirely agree with your last point about making people feel heard.

This is because there are so many blogs and profiles out there that get lost in the clutter and are never read. Though this probably forces people to raise their game with better quality writing and marketing.
Check out http://facevaluebook.blogspot.com/ for more posts on social networks and blogs
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http://nepalnewz.com Chhongba

Really great tips for social media.
http://1000mountainpictures.com
http://nepalnewz.com Chhongba

Really great tips for social media.
http://1000mountainpictures.com
http://guple.com zambi

Thats one of the advantages of web 2, every thing should be social on this world. look a t guple.com, thats a good example how they interpreted what social is.
http://guple.com zambi

Thats one of the advantages of web 2, every thing should be social on this world. look a t guple.com, thats a good example how they interpreted what social is.
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What Social Media Does Best