At Digital Leadership Associates we are fortunate enough to work with a load of great companies, some of whom are household names. Many of them are globally successful organisations and have recruited (and retained) some of the most talented people I have met. But (and there’s always a “but” isn’t there) people think that their salvation will come from a new technique, tool or process rather than from hard work.
Let me give that some context it I may.
We all know, if we are honest, that there’s no shortcut to success. We know that if there was EVERYONE would be doing it – and they’re not. However, this underlying belief doesn’t stop us from continually searching for that silver bullet, that “hack”, that “cheat” that will somehow give us a head start.
So, when we talk to organisations about how they can deploy social media they often really do understand what needs to happen. They get that social media is the future for their organisation, in fact ALL organisations, and they know that to be successful requires them to rethink how they do things and make everyone accountable (and responsible) for the success or failure.
They know (because we tell them) that they will need to write content, often. And they say “we can do that” because they know that it’s a crucial part of being a star. They know that asking people who work 40 hours per week to each spend one hour per week (2.5%) of their time writing just one article each and every week is actually not that big an ask.
Quit making excuses and conquer the world
They know that if the staff of 1,000 all do this every week, by the end of the year they will have 52,000 articles about their products and brands in the public domain and they see how this effectively shuts-out their competition. They see that this will revolutionise how effective they are at communicating, marketing, generating leads and, of course, selling.They hear this, and they believe it.
Then, what usually happens is that they don’t do it. Often, it’s as if they don’t even try. They do some work…then they sort of give up.
Yes, they deploy our social selling programme and they start to get recognition. They begin to engage with their prospects and they generate inbound and it has a dramatic effect on sales. But they often seem unable to make that leap from being competitive to being dominant.
Perhaps they start to place some more process around their corporate social presence and they see that their share of voice has increased and that they are being the focus of more conversations.
But what they haven’t done is “eat their competition”. They just seem to do more of what they have always done…but a bit better.
Whilst it’s not a crime of course, it does seem like a terrible missed opportunity. At Digital Leadership Associates we are a small organization. 10 staff (plus a couple of doers behind the scenes) and we manage to produce more than one piece of original content every single day. This drives three or more pieces of inbound every single day. If we can do it I’m sure you can too. So quit making excuses and conquer the world!
Digital Leadership Associates: We are a Social Media Agency. We do three things: Social Media Strategy, Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.