Social media for business W
- Gaylin Jee
e live in a digital, information- saturated age. As consumers, employees and employers, our landscape is fundamentally shifting. We have always shared our opinions on the products and services we buy, the companies we buy them from, and the service we receive. Sharing our experiences informs the decisions that others make. In the digital age, this process is sped up and widened out. A conversation around the dinner table may reach a handful of people. A blog and a tweet could reach thousands. Online, we can tap into commentary on just about everything. We can also access learning for free, and we can teach ourselves to do things that previously may have been the preserve of an elite few. These shifts are having profound implications on organisations. Where we have choice, we will choose.
Organisations able to proactively approach new opportunities and challenges will be in the best position to ensure their future sustainability. They
will make sense of the present through tapping into all sources of information, and from it they will create business intelligence that guides visions of the future. Some now argue that in this age, the most fundamental source of sustainable competitive advantage must come from a thorough knowledge of and engagement with customers. In a changeable, complex and global operating context, competitive edge will come from sophisticated and workable ways of connecting and fully engaging with current and potential future customers, and with employees, including the millennials entering the workforce. Cultures will be insight- driven, innovative and connected; they will be adaptive and flexible.
New social media technologies can act as powerful enablers. They create abundant opportunities to reach and establish a dialogue with current and future customers and stakeholders. They provide platforms for listening, for collaborating, real-time testing grounds, and
52 Management Today | April 2012
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