Business Gets Personal Again

That was pretty much the theme of the evening, as the New York chapter of the Social Media Club held its first anniversary get together. Chris Heuer led most of the discussion, based on his slide presentation about the impact of social media on doing business. (Note - you can watch Chris doing his presentation at BlogOrlando by going to ChrisHeuer.blip.tv.)

The presentation provided the basis for some spirited discussion of what is different about doing business in a Web 2.0 world - turning it from a monologue into a conversation. It's about listening to customers and interacting within them. It's about opening companies up and making sure that all your employees have the knowledge and the capability to take part in those conversations.

Chris made the point that we're still very early in the process - perhaps year 2 out of a 10 year cycle, so people are still learning how it's supposed to be done and experimenting with it. The next phase is about people being able to do what they want and find their own voices as they deal with each other.

Chris recommends a book by Don Miguel Ruiz called "The Four Agreements." He summarizes the four points: don't make assumptions; be impeccable with your work; don't take things personally; always do your best.

At the heart of the presentation is this: social media is tearing down the walls that keep us apart and changing the rules that have kept us from being human inside our companies.

Other points:

The best form of marketing is to make a great product. And the best way to make a great product is to listen to your market.

Others raised the question about expertise vs. the wisdom of crowds. Steve Jobs was cited by several people as a leader who frequently ignores what customers may say they want in favor of what he believes is a better idea for all. General agreement that Jobs can be right - sometimes he DOES know better. But ultimately, the consumer needs to have the choice - whether to go with something that has been developed by the experts or with something else that has been developed with input from the consumers. What's important is that the choice exists.

There was also general agreement that customer service plays an absolutely critical role in the marketplace, through social media. It's too easy for customers to share their experiences - good or bad - for companies to be able to ignore them.

There was also considerable discussion about transparency and the need to let a blog reader or customer know who's talking. Fake blogs, unidentified employee entries, are going to be uncovered and are going to enrage the customers. What's key is making sure the customer and/or reader know whose voice is being heard.

Overall, a good and lively discussion of the issues facing all of us trying to do business in a world increasingly dominated by social media.

UPDATE - links fixed. Sorry.