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The Social Business - Build It and They Will Come…NOT!
Evy Schwartz 270006TY12 firstname.lastname@example.org | | Tags:  academy avnet consultant social business | 913 Visits
Build it and they will come.That was the mysterious whisper Kevin Costner heard repeatedly in the movie, Field of Dreams. In his case, it was true. His character built a baseball field on his farm and ghosts of baseball past came to play. Easy, right? In real life—not so much.
As a digital marketer, I know this phrase all too well. It was the belief of many of the first website professionals years ago. But today's digital marketers know…or should know, that the notion of “Build it and They Will Come” just doesn’t work. You must identify your audience, understand them, seek them out and engage them. Not doing these things would be like fishing without the pole. You’ll never catch fish by simply sitting in your boat and waiting for the fish to jump in.
Provide and Pray?
In an article by Joel Oleson wrote for Wired.com, Oleson says “A common problem with social has been a tactic deemed “Provide and Pray” by Gartner, which they suggest has a 10% success rate. Both business and IT departments have simply gone the route of grass-roots efforts to enable social networking without purpose. Without the purpose, these efforts are doomed for failure.”
Are Social Consultants the new Data Scientists?
It makes sense that social consultants will be to the social business like what data scientists are to big data. With these new roles popping up, it will be fascinating to see how the new social business evolves. As social networking has become a huge part of personal lives, it only makes sense that business will follow.
If you’re looking for training on any of IBM’s social products, visit us at Avnet Academy to see our schedule of upcoming courses.