Some people may avoid the use of social media because of the fear of addiction and use it for things that are less useful. However, people like Steve Jobs, Bill Gates, and many other business leaders of global class attendance reap many benefits from this technology. They can deliver messages directly to the audience they want without passing through the ‘gatekeepers’ first. In fact, in real time.
They can write any message, anytime, and from anywhere without having to pass through the secretary, public relations officer, or even the shadow of their author. Their words also conveyed in a more authentic, without excessive edited and polished as is commonly done by the gatekeeper. They can converse directly with employees and customers.
The year 2010 was marked by a metamorphosis virtually utilization of social media means of communication of a personal nature merely a tool for business leaders to communicate with employees and customers. This new communication gave birth to the closeness between the leader and the led, between the top management companies and individual customers.
The nature of social media to make their networks enable more flat organizational levels (flattening). The distance between top management and the very bottom in the organization can be shortened. Theoretically leveling this organization is very possible, but practically influenced by the culture of the organization as well.
Most companies in Indonesia are still difficulties undoubtedly take advantage of social media is because of the culture. Would a company president to answer questions regarding an administrative staff that policies are considered harmful to employees at lower levels? Should he channel their grievances through the middle managers in advance, by the way closed, as usual?
The potential of social media to empower internal and external resources is incredible. They are tasked with designing products to communicate with the marketing department without having been through the hierarchy. The exchange of ideas between departments can take place more freely. The creative process is characterized by unity, team work becomes more powerful.
The people marketing and sales to establish relationships with customers is more intense so that their understanding of what consumers need to do better. They no longer put myself as someone who understands what is required most consumers.
In this country, the use of social media for business needs is still limited. The most obvious is to market the product, and most of the newly made by individuals or small companies. Still rare domestic large companies that use it to strengthen leadership and followership in the company and to build long term relationships with their customers. However, in 2011, it is difficult for them to survive with the old ways, unless they are satisfied with current conditions.
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