Are you fit for the digital age?
Samantha Klein 270006UXPV firstname.lastname@example.org | | Tags:  social-business culture socbiz digital millennials digital-fitness adam-kmiec fitness
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Samantha Klein, Marketing Manager, Social Business, IBM
Countless people go to the gym multiple times a week to tone their bodies and thousands of people enroll in graduate school every year to expand their knowledge base; however, what are we doing about our digital fitness?
Adam Kmiec, Sr. Director, Social Media and Content, Walgreens, explored this topic in an insightful presentation he gave to a standing-room only crowd at the Brand Innovators Social Media Summit at IBM. Kmiec’s keynote, Building a Digitally Fit Organization, focused on how critical it is for a company’s workforce to be, in his words, “digitally fit.”
As technology, devices and social media become ubiquitous in our culture, with children understanding how to use an iPad before they've ever learned to speak, it is evident that more and more consumers are becoming digitally savvy, and thus brands must be digitally fit to respond appropriately and effectively to their customers’ technologically advanced inquiries, dialogue, desires and needs.
Kmiec explained that “digital fitness is about both a lifestyle choice and an everyday commitment,” and that it must be embedded throughout an organization, not just among its core group of digital addicts (often the millennial employees). Even more importantly, digital must be embraced and practiced by the leaders and key decision makers of a company who are sometimes the most disconnected from the digital realities of their customers, employees, and investors.
To make digital fitness a reality, Kmiec explained that we need to run a virtual marathon, at a sprinter’s pace. He went on to say that every day you are racing against your competitor and your consumer. Your consumer moves 100x faster than you do and there is no substitute for speed. “Digital changes so quickly. One minute we’re talking about how Vine will be a breakaway success. The next minute, we’re throwing dirt on its grave, because Instagram with video is the Vine killer.” Companies must demonstrate to customers and potential partners that they move at the speed of digital to keep pace and stay relevant in today’s world.