Creating Social Communities for Better Business Impacts

Posted by in Leadership & Management, Social & Psychology

It is a sad truth of the twentieth century that the organizations have started putting profits over people. The mindset has taken a drastic shift towards “mefirst” and it is important to get rid of this approach as soon as possible otherwise, the society will suffer greatly. The people already have turned themselves into machines who follow a strict daily routine and their sole purpose is to provide for themselves and their families.

We have seen that big businesses have started realizing the importance of compassion and culture and have initialized the incorporation of these values in their system. Unfortunately, the smaller businesses and startups are still lacking this empathy and need to concentrate on how to use the power of relationships and society to push their businesses towards success.

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Here are some of the most important points which all the businesses need to incorporate in their agenda because this will ensure not only a better running of their business but also a healthy, budding society.

Using Facebook Communities and Adding Personalization to Your System

In the words of Andy McKeon, who holds the position of Global Customer Marketing Lead at Facebook, it is better to take out the terms “social” and “digital” from marketing. The focus should only be on delivering relevant content through any medium which has a higher reach towards the customers. All the enthusiasm and emphasis should be driven towards the business outcomes and that is only possible if there is clear idea of which direction the people are heading to. It is not hard to realize that Facebook and Instagram are the top activities of the masses these days.

Connecting with people with relevancy is important because the businesses who are just stepping into the market must realize that they cannot cater to 17-year-olds and 44-year-olds using the same strategies. They must pay heed to the special requirements of various age groups and make their businesses more mobile-friendly. It is the need of the hour because the masses have now resorted to various handheld devices which make their work easy, decrease the amount of effort they have to put in and save more time.

Re-evaluating the Way Businesses Think and Connect with their Workforce, Partners, and Clients

One of the greatest examples of great internal and external collaboration is the IBM network which has flourished a lot after the introduction of IBM connections. The executive director for social business for IBM, Chris Crummey, says that it has become possible to communicate with the workforce or clients in less than 60 seconds.

They believe in driving the business process by building, educating, and protecting the workforce and understanding the concerns of the customers. The wisdom of your employees and that of the customers plays a vital role in pushing the business in the right direction.

Co-creating with the Community

You benefit by being the part of the community, therefore, it is always better to focus on the businesses’ objectives by getting collaborations from the members of the community. The best benefits will only be reaped if the content is created with co-creation with the community and by collaborating with the partners.

Livestrong Foundation works for the cancer survivors and aims to work with the cancer community instead of just working for them. Heather Wajer, VP of Marketing, suggests that the organization of 90 people alone cannot come up with all the possible solutions. They need to get in contact with the cancer survivors and medical specialists to discover the best possible solutions for all the concerns and needs of the cancer community.

Engaging with the Digital Community for Growth in Business

Most of the companies rely on the quickest marketing techniques to brand themselves but what they fail to realize is that their employees are basically their brand. They are the ones which will take their company forward by projecting an image in front of the partners and the customers.

This is where the power of Nutiva lies because it is one such company which actually invests in the customers and employs instead of marketing and advertising. This is the reason that the company has been termed as the fastest growing organization six years in a row by the Inc. Magazine.

They talk in seminars about the importance of recycling and consuming organic products. Their marketing story is basically being social, going to events and making the employees engage directly with the customers. They focus on dialogue, sharing their values, and also adding valuable information from the clients into their agenda.

Using the “We” in Reaching out to the Audience on a Greater Magnitude

These days, missions have become more important than the business itself which causes the empathy factor to be eliminated from the working culture. The more appropriate approach would be to incorporate a “we” in the business infrastructure because the more people will feel connected with the company, the more it will flourish.

It is important to keep the employees in the loop and make them feel wanted and productive for the company. This will bring their motivation to an all new level and help you generate some loyal workers for a lifetime. Not only this but making the opinions of the clients a priority is also important. The best way to do this is to use the social platforms for campaigns to collaborate with the general public. Liz Heller, Director of Business Development at TOMS, feels that feedback will help in realizing in what direction the company is already headed to and what needs to be done for improved business outputs.

Staying Eco-Friendly is a Key Factor

Sustainability and environmental initiatives in the agenda of a company work wonder for making a strong reputation in the market. Patagonia is one such company which uses the success of its business to give back to the society. Rick Ridgeway, VP of Environmental Affairs considers sustainability to be a privilege, not a task.

According to him, the company hates the words consumer or customer. They are more considered as fellow citizens and the products are made to satisfy them because they are more of partners and the impact of the business will be on the planet as a whole.

Bringing Back Humanity into Businesses

Scott Flowers from First United Bank believes that they work differently from other banks because they don’t work for themselves or aren’t focused on returns rather on the customers. Their goal is to change the contemporary image of the banks by being more considerate towards the society.

They realize the importance of employee engagement and use their motivation and strength for the growth of the business. They believe in sharing their stories and doing what is right for the community. The whole idea of transparency is very important for them and they are open to incorporate any constructive feedback from the customers into their agenda.

The Conversations Should be With the People and About the People

The businesses must realize that they are there because of the people, so giving them a back seat in their objectives is never going to work for them. They need to make a connection with their workforce and ensure that all the possible efforts are made to benefit the society.

All the activities and important initiatives should be around the people of the community as proposed by Aaron Sherinian, VP Communications and PR with the United Nations. Nothing comes before the people, the society, and the whole planet.

Revitalizing the Brands as Forces of Good

Depending entirely on the minds within the organization can never provide enough room for all the progress and development. Brands need to be transformed into the forces of good which is only possible with the involvement of the general public.

Unilever has been around for quite some time but the popularity it gained 4-5 years ago by incorporating the sustainability factor in its products has made the brand more liked by the masses. Marc Matthieu, Global SVP of Marketing at the company feels that with a shift of paradigm in their marketing strategy, which is becoming more social, has increased the possibilities of innovation and collaboration with the people for further growth.

Striking the Right Chord by Talking About Issues which People Truly Care About

It is important to have a strong focus in this regard because there are plenty of issues in the world and deciding upon which one to attach to your mission is difficult. Find out the most impactful problems because that will help in creating a strong bond with the customers. It is also essential to train the employees regarding the issue so that they know how to handle the customers who are very keen on it.

According to Scott Roesch of Takepart, it is not so important to have a Facebook page than having a core issue attached to your agenda because this will bring your brand to more public attention.

The Key to Success

Working together with the employees and the society will help in reaching greater heights. Prioritizing profits over people and vague visions will only make you lose both the company and the support of the people.

Key Takeaways

  • Realizing the distinct needs of the people and dealing with them on a more personal level is important.
  • Storytelling is effective and sharing your agenda, goals with the people will only build stronger trust because of the transparency.
  • Building a strong relationship with the employees and making them realize that they are important is a key factor. Protecting and educating them can do wonders for the company because they are the true brands of it.
  • Co-creating with the help of employees and customers.
  • Considering the planet and the general feeling of humanity over everything else.
  • Attaching a core issue to your brand.