socialmedian: Critics and Evangelists: A Communication Starter

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Critics and Evangelists: A Communication Starter

Source: The Brand Box

Nov 03, 2009

Summary

A huge, huge barrier to adoption of social media is the Us vs. Them mentality. The notion that “they” are preventing us from implementing the social media strategy we want. Or that “they” are a bunch of time-wasters who don’t understand business value and want to upset the apple cart with unproven strategies.

Provided that you have the wherewithal to bring the feuding parties to the table for a constructive discussion (and if you don’t, sorry, you’ve got no room to complain that “they” don’t “get it”), let’s talk through a few things you might want to discuss across the table.

Evangelists to Critics

Speak their language: Understand that the critics around social media are hearing the hype, but they’re likely seeing a focus on the tools instead of a discussion around how they further business goals. They may not use the tools themselves, which means they don’t have first hand experience. Or if they do, they see them as a personal communication tool, and not readily applicable, measurable, or executable in a business framework.

Your job: Education, information, an

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