Social tech covers a broad range of tools and techniques that can be broken down into three categories.
Social Relevancy Social Media Social Networking
Social Relevancy :
Social Relevancy encompasses the online reputation of an individual, or organization which is already starting to make a difference in the world and will soon have a dramatic impact on a company's ability to sell products and services. At an individual level, a professional's social relevancy will have a great impact on getting the job, getting the meeting, or closing the sale. Organizations are just starting to use online reputation management to understand the good, bad, and the ugly of having the public comments on products and services open and accessible to the public at large.
Sites like socialmention.com, klout.com, or addictomatic.com gives you an idea how close we are to easily being able to check credentials online.
Every organization needs to have a plan in place to manage its social relevancy and the social relevancy of its employees.
Social Media :
Social media is the use of media as a device for sharing ideas, concepts, messages, or simply entertainment.
Media for our purposes will be videos, documents, photos, and slide presentations.
Sites like youtube.com, scribd.com, flickr.com, slideshare.com facilitate using these forms of media in order to communicate one to one, or one to many.
Every enterprise needs to understand how to utilize these sites in order to be the primary provider of information in the fields of specialization.
Social Networking :
Social networking is all about how you connect with people within ecommunities, or point to point such as facebook, Twitter, blogs, myspace, ning, linkedin , plaxo, etc.
Social networking increases the number of people you can maintain in your network, eases communicating on a larger scale, and allows for more frequent contact, all using tools that are free.
Since business is all about connections, social networking is going to change how we sell, how we do customer service, and how we build strong customer relationships in general.
To build a powerful social tech strategy in your organization, you need to be in command of techniques and technologies in each of these three categories.
Social Tech Categories in Action
In order to understand what these three categories really are, let's examine some of the concepts that have already demonstrated a powerful impact on organizations.
1) Social Relevancy
Online reputation management :
Reputations in the past were pretty easily controlled, and were nearly impossible to verify in any detail. Welcome to a brave new world because that has all changed.
From now on, we will have an ability to check online to see what a person has done, how they think, what others think of them, and to learn about many personal aspects of their lives that would have been considered completely private in generations past.
Online rating systems :
As an offshoot of online reputation, we now have the ability to rate what we think of everything from news items to teachers. With the power of scalability, we now can view what hundreds or thousands of past customers, patients or clients think of an organization of provider. It will be a very different world when we all can rate service providers and nothing but good will come out of this in the long run.
2) Social Media
User Generated Content :
Never before in history could any individual create a video, presentation, document or photograph and have a way to publish it to the world instantly, and for free.
People now have the power to create any type of media they choose and share it with their friends, or the world in general over the Web.
Citizen Journalism:
Blogging, micro-blogging, and RSS feeds are just some of the tools that allows any person to become a news source to the entire Internet – for free.Never before in human history could a human being witness an event, or have an editorial thought and had the ability to instantly share this with the rest of humanity.
Real time news:
Not only can any citizen with Web access now create and deliver news, but they also can do it in real time. In the case of television,what we have now learned is that there is a lag time between the news event, and when their reporters get there.
Services like Twitter now allow any witness to news to deliver text and pictures within seconds of the event.
Web-based rivers of information:
Today, we can create raging rivers of information that include just about every thought leader on any subject, and we can get this information in real time. Social Tech gives us the tools to construct powerful collections of information that gets pushed to us on any device we choose, and we also have filtering tools in order to help us aggregate and weed out just the important nuggets each day.
3) Social Networking
eCommunities :
People for the first time have an instant ability to find others that have shared interests. Not only can you identify others that have formed a group that is like-minded, you can use services like Ning to instantly setup a group for any specific area of interest. Our new social tech tools can facilitate people communicating and sharing from any corner of the world
Microblogging:
Services like Twitter and Facebook have given people the ability to connect to streams of information provided friends and strangers. Each of these streams of information is a unique voice and collection of information that is delivered in real time.
Location based information:
For the first time in history, we have the ability to interact with our environment without driving around aimlessly .
Businesses can also identify where we are and send us information when we are in the neighborhood. We can use our smartphone to identify what we are looking at and bring in information that relates to our location (Augmented Reality or AR). With AR we can completely change how we relate to our current location
Crowdsourcing :
We have an explosion of sites like dellideastorm.com, mturk.com, innocentive.com, crowdspring.com, and logotournament.com as examples of how work can be completed in the future.
Business people are now waking up to the fact that you can get work done over the Internet – often by anonymous sources – for a low amount of money, quickly, and with great quality.
If you really want to build a powerful social tech strategy in your organization, you are going to need to be in command of techniques and technologies in each of these three categories.
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