Why Companies are Slow to Adopt Social Media
19 Jan
I took my toddler son to Monkey Joe’s this weekend. He needed to burn off some energy. Who knew it would give me insights into why corporations are slow to adopt social media?
Here are some lessons I learned at Monkey Joe’s:
- Lesson #1: Let them discover at their own pace.
- Lesson #2: Get comfortable with the beginner rides before moving on to bigger challenges.
- Lesson #3: They always come back to home base.
- Lesson #4: “Monkey see, monkey do” is a powerful motivator
You Can’t Force Corporate Adoption of Social Media
At first, Riley was afraid of the inflatables. I tried climbing in with him. I tried sending him in alone. I tried going in by myself and coaxing him to follow. Nada.
We decided to sit at a nearby picnic table and watch other kids. After a few minutes, I could see the wheels turning in Riley’s head. First he inched off the bench. Then he peeked inside an inflatable. A tentative step inside. Back out. Finally, slowly, he found the courage to crawl inside. The rest of the morning was smiles, discovery and new confidence.
Just like Riley, companies fear new things. They glance over the edge, they dip a toe in the water, and in some cases they wade in. You’ll rarely see a company — large or small — do a cannonball into the social media pool.
Companies, like kids, need to discover at their own pace. Sometimes all you can do is show them the new world and let them explore when they’re ready.
Master the Tea Cups Before Riding the Tilt-a-Whirl
Okay, I’m mixing metaphors, but you get the point. When Riley balked at the kiddie zone, we tried the Big Kahuna of inflatables. I thought he might open up when he saw the slide (he loves slides). It didn’t work. In fact, it backfired.
You can’t throw a Digg or a SecondLife at the C-Suite if they’re still squeamish about LinkedIn. Start small. Let them master the basics before graduating.
Every Company Has a Marketing “Safe Spot”
For Riley, “safe” was an inflatable police cruiser. This is where he had his “aha” moment (“Hey, this is fun.”). He eventually explored other play areas, but whenever he was overwhelmed, he came back to the police car.
Corporations are the same way. “Safe” might be newspaper advertising, direct mail or trade shows. Even once they delve into social media, most companies will stick to their comfort zone. And there’s nothing wrong with that. “Safe” gives you the surety to experiment — just don’t let it turn you into a marketing hermit.
“Monkey See, Monkey Do” is a Powerful Motivator
Riley, despite his usual fearlessness, didn’t trust me to take him on the inflatables. I had to be patient. Ultimately, watching the other kids play was what Riley needed to tackle his fear.
Despite their many innovations, businesses tend to be “follow the crowd” types. They’d rather let someone go first into the social media fray. But like kids at a playground, no company wants to be left out. Peer pressure — even tacit, non-hostile pressure — can be a powerful driver for social media adoption.
Closing Thoughts: Are You a Parent or a Kid?
Being a social media frontrunner is a risk: What if we fail? What if it doesn’t work? What if it hurts?
If you want your company (or client) to be more involved in social media, consider being less like a parent and more like a kid. Think back to your childhood, to the first time you let go of mom’s legs and ventured onto the playground. What helped you shed your fear?
Nice piece, Scott. After four years of working new media tools into companies' marketing mixes I've just recently seen them start to venture off of the inflatable police car. But not too far. Thanks for summing this up so well.
Great post…. You're absolutely on target… you can lead a horse to water but you can't make them drink (I think that's what my momma use to say). Like with anything in life….people (in this case companies) have to move when their comfortable….Introduce and share and the rest will follow.
First time I've read a post…. very insightful…..
Keep it up….I'm sure I check you out again.
I like the way this article was presented. Yes, businesses are slow to get going in the social media field. Us business owners shouldn't be afraid to venture out and try new things. Leaving your comfort zone has it's rewards.
Nice metaphor. Most small local businesses (which I have a passion to help) are not even aware of the social media tools available. They may have heard of them, but are not in the arena. My hope is to offer effective low-cost methods to get their feet wet.
Aloha,
I enjoyed your analysis of why corporations/companies are slow to social market – saw a little bit of myself there too!
Mahalo,
Teresa
Nice piece, Scott. After four years of working new media tools into companies' marketing mixes I've just recently seen them start to venture off of the inflatable police car. But not too far. Thanks for summing this up so well.
Great post…. You're absolutely on target… you can lead a horse to water but you can't make them drink (I think that's what my momma use to say). Like with anything in life….people (in this case companies) have to move when their comfortable….Introduce and share and the rest will follow.
First time I've read a post…. very insightful…..
Keep it up….I'm sure I check you out again.
I like the way this article was presented. Yes, businesses are slow to get going in the social media field. Us business owners shouldn't be afraid to venture out and try new things. Leaving your comfort zone has it's rewards.
Nice metaphor. Most small local businesses (which I have a passion to help) are not even aware of the social media tools available. They may have heard of them, but are not in the arena. My hope is to offer effective low-cost methods to get their feet wet.
Aloha,
I enjoyed your analysis of why corporations/companies are slow to social market – saw a little bit of myself there too!
Mahalo,
Teresa
Good post…Yes you are correct social media not using by the corporates at the best.
A beautiful analogy and so well put. It's easy to forget that most of our adult decisions and comfort zones are based on basic human needs. Robin Williams once said that an adult is just a child with a mortgage.
That is one of the best posts I have seen in a long time so totally original and as for the message it could not be better.
I just wrote a blog with a few statistics from some Social Media surveys and a little toe dipping wont do anyone any harm at all Social Media is a win win for business there is no doubt about it
Good post…Yes you are correct social media not using by the corporates at the best.
A beautiful analogy and so well put. It's easy to forget that most of our adult decisions and comfort zones are based on basic human needs. Robin Williams once said that an adult is just a child with a mortgage.
That is one of the best posts I have seen in a long time so totally original and as for the message it could not be better.
I just wrote a blog with a few statistics from some Social Media surveys and a little toe dipping wont do anyone any harm at all Social Media is a win win for business there is no doubt about it
Many companies fear the loss of control when utilizing social media. Allowing audience interaction or mass distribution of company content may threaten a company's firm grasp on its brand or image. However, these same companies forget that social media is the evolution of the communications vehicle– it's not about the brand anymore, it's about the community.
Many companies fear the loss of control when utilizing social media. Allowing audience interaction or mass distribution of company content may threaten a company's firm grasp on its brand or image. However, these same companies forget that social media is the evolution of the communications vehicle– it's not about the brand anymore, it's about the community.
Despite their many innovations, businesses tend to be “follow the crowd” types. ———————— because that is where the money is…