So how’s everyone doing with their social business forays? Are you having great success, limited success or still thinking about that first move? Throughout 2009 we ran FRANkademy sessions each month introducing the concept of a social business strategy, what to avoid and the best approach for a sustainable competitive advantage in the social arena. Two years on we believe the majority of brands still fall into two camps: “We are nowhere” but we want to start because this thing doesn’t seem to be going away and “We don’t think its working” because although we have jumped onboard with twitter and facebook very few people are commenting or responding to our posts.
If you see yourselves in either of these camps there is no reason to be despondent. There is still that first mover advantage to be had in many brand categories…now is the time to strike and get it right for the longer term. The sentiment of build it and they will come only works in the movies. The social business approach is build it, nurture it, engage them, and they may come and stay.