So I’m minding my business this morning and what comes across my Twitter stream? This:
25% of companies prohibit access to social networks while entire US Air Force is encouraged to engage
It came from Lee Odden, who’s become one of the hot-hot-hot names in Internet Marketing, and it attributed the statistic and statement to David Meerman Scott, who seems to be a big shot in that arena, too. I accept that one in four businesses are doing what Lee says, and asked him for details re: the USAF reference.
I asked Lee what “encouraged to engage” means. It could have simply been a “don’t ask, don’t tell” situation (OK, that’s funny, but you get the point). Or it could mean that the United States Air Force has actually told its people to get out there and talk it up. Lee’s answer, which I choose to trust: not blocked & provided guidelines.
There’s a lot to be learned from this.
- First, business change is real, and Social Networking matters.
- Next: You need to manage the process.
- Third . . . even large, convoluted, often-secretive entities can be smart about social networking
I don’t imagine that the United States Air Force is going to gain lots and lots of otherwise-disengaged recruits by letting its personnel use Twitter. And I’m not sure what their other potential gain could be. But . . . maybe that’s wrong. Maybe social networking really is all about just getting a message out there. Repeatedly. Everywhere.
OK, not just maybe.
People like to feel engaged. It helps both sides, by the way, but even if you don’t care about your people, letting them engage with the outside world will make you look better to the folks they engage with.
And that’s where business comes from today.
Engage. Now. Social Networking IS Business Change.