I spent the weekend in my very own Social Network. We had a party in the back garden. I guess it was a kind of 3D LinkedIn group – a group of disparate friends, neighbours and relations linked by the fact that they knew us. To be more accurate, they knew my wife as she is the sociable one, (and it was only her relations).
The more I think about it, this was very much like my LinkedIn network – very few were my direct connections, with most being 2nd and in some cases, 3rd level connections, e.g.
Me > My Wife > Wife’s Cousin > Cousin’s neighbours
This doesn’t mean that a bunch of strangers decided to invade my back garden, I knew who they were and had met them on many occasions before, but I was introduced them to via my main direct connection (Mrs Ellwood).
As in any network, we have shared evenings out and even helped each other along the way using our expertise and experiences. A perfect illustration of how networks like LinkedIn should work.
Why then, are so few Irish companies willing to spend the time engaging customers via social networks? Recent surveys seem to suggest that the vast majority see no point in it and do not use it to reach to their customers.
I was not the only person having a party on what turned out to be a glorious August evening – it is a fair bet that many managers in Irish businesses were doing the same as me. The culture of Irish business is very much based on networking and social interaction. Every day contacts are made in Rugby clubs, community activity and business groups.
Why can’t they make that logical leap from real to online world and see the benefits?
The only differences between online social networking and the type I was engaged in on Saturday is that it does not give me a headache the next day, I don’t eat too much and it doesn’t take hours to clean the mess up.
But, if companies do not properly embrace social media and experience the real benefits, then they will have lots of headaches and mess to clean up. But as they battle using traditional methods to reach their customers at least they won’t eat too much – the ulcers will see to that!
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