Social media frustrates organizations because it doesn’t scale in ways they understand – it’s difficult to simply spend your way to a solution.

The currency of social business is change – a price some are not willing or able to pay.

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Social media is here to stay. As it continues to evolve and fuel a social business movement, ask yourself one question: Sink or swim?

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This image was inspired by a great post (Amber Naslund) that helps articulate the role of social media practitioners.

It’s not necessarily the responsibility of consultants to convince ill-prepared organizations (not ready, lacking social capacity, etc.) to implement social media programs.

Our role, for those organizations that have “the mindset, if not the framework”, is to help build a social business model that aligns tools/technology with business objectives by acting  as a:

• Strategic Adviser
• Facilitator
• Teacher
• Coach
• Mentor
• Social Business Change Agent

What do you think?

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The promise of social media is Social Business Design – the use of tools and technology, not as the endgame, but rather as a means of aligning social media and business strategy.

A social culture shift has the power to elevate your organization by facilitating:

• internal/external connectivity
• the need to deeply understand your audience (the precursor to community development)
• a collaborative approach to managing your brand

But how do we get there?

The Next Step for Social Media

We’re in the early stages of social media strategy – there are still far too many practitioners preaching use of the tools without a connection to objectives, metrics, ROI…or fundamental business strategy.

How to we reach the goal of building social business models? Tom Webster at Brand Savant had some great thoughts in a recent blog post titled What’s Wrong with Social Media Strategy:

“Social media’s next act has to be through the corporate HR director’s door, and ultimately the CEO’s door. To get there, however, social media has to prove itself by more readily embracing effectiveness metrics (not just statistics) to raise its profile in the organization. Give the CEO the numbers to justify continued social media engagement, and that engagement will continue–and ultimately be the Trojan horse for what human business can become.”

What do you think? What are some of the challenges of delivering on the promise of social media?