Social media tools will come and go. But the underlying concepts behind social media will remain. They have and will continue to change the face of politics, business and corporate culture.
When organizations begin the journey of integrating social media into their operational activities, they are really trying to adjust their culture.
Facebook, Twitter, YouTube and blogging are just tools. What’s behind them is the critical piece. They promote and facilitate open communication among the participants. These tools have been so deeply embedded into society and our daily lives that individuals are demanding organizations communicate with them this way and are transparent.
The need to invest time and money on these networks will continue to rise, because let’s be honest, it’s very difficult to ignore a network with 650 million users. But the real change will not be the use of these tools, but in the organization itself. For these tools to truly be effective and properly adopted into the organization, there needs to be an adjustment in culture. A commitment to true and open communication. It all starts with leadership, but must permeate throughout the entire organization. Take for example Ford CEO, Alan Mulally. He fully understands social media and promotes a culture of transparency and openness. This commitment has benefited the company and helped their social media activities be very successful.
Remember: social media is not about the tools, but the principles behind the tools.