Company A has [insert any social platform name here]. They have these amazing participation metrics and results.
Company B has [insert any social platform name here]. They have the opposite.
Must be that company B is not doing the same adoption activities, right?
Must be the culture, right?
Must be leadership, right?
I’m not going to say wrong but it’s really only partially right. The part that isn’t right is the part that is overlooked; specifically that which supports the activities, the force that reinforces the culture, the structure that guides the leaders. The part that isn’t right is the organization’s design, it’s systems.
If the systems rewards leaders for control over autonomy, the tools won’t meet their potential. If the systems expel risk-takers, the new approaches won’t take hold. If the systems support a culture of passionless complacency, then change has no chance.
Company A is winning because they had the environment in place to ensure the social tech does what social tech does; amplify, extend and expand. Company B believed in copying best practices, didn’t respect their unique culture, and essentially threw their money away. They put the cart before horse.
