While it may be true that there is a lot we don’t know, one thing we do know for sure is that changes are coming in social media for businesses. Not just the applications and tools themselves (such as privacy changes), but in how businesses adapt and execute social media to do business.
I am currently reading @ValaAfshar and @Brad_W_Martin‘s new book, The Pursuit of Social Business Excellence: How to compete, win and expand through collaboration. It is a good baseline for why businesses should be in the social spaces. I haven’t finished it yet, but Afshar and Martin explore the way we are all connected through technology has how it has changed everything over the past decade. According to the book, college students check their smart phones every ten minutes. There is a new term for this: “F.O.M.O.”, or “fear of missing out.” The stress of not knowing what is happening is more distracting to them than constantly checking—amazing opportunities for businesses and for the future.
Changes are inevitable. What it means to me for my clients is that we must constantly re-tool, re-think and re-apply. I’m not suggesting we deviate from our strategies but that we challenge and crosscheck them against the business of social.
For example: After January 16, 2013, Facebook can sell your Instagram photos without your consent or knowledge and your photos can end up in an advertisement. How do you feel about that? It means (and I have said this countless times) that your personal life and your professional life paths are intertwined forever in the digital space—a permanent and forever type of life, a cyber and viral lifespan. Some might shy away from this spotlight while others will rush to seek it.
Here is my advice moving forward for businesses:
What are your predictions and suggestions for doing business digitally in 2013?