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10.06.08 Convincing Your Company to Use Social Media  By Lee OddenGary Koelling is a blogger, Twitterati, public speaker and a social media pathfinder. He's also Senior Manager, Social Technology at Best Buy. Best Buy is undoubtedly one of the "best" known brands in retail and in particular with many of the gadget-geeky readers of Online Marketing Blog.  After seeing Gary speak at a MIMA event (pictured right) I thought it would be interesting to get a few of his insights as a social media evangelist within a large company as well as advice for others. For the uninitiated, can you describe your creative and writing background as well as what you do in your current position as Senior Manager, Social Technology for Best Buy? I'm a J School grad from the University of Minnesota . Unlike many of my classmates I took the low road and went into advertising. I worked as a copywriter for many years, most recently at Carmichael Lynch. I came to Best Buy in 2003 as a creative director. In the fall of 2006, six months after the launch of BlueShirt Nation, my day job changed. Most days my job involves building and maintaining social technology tools like BlueShirt Nation, Best Buy's internal social network. And more recently Giftag.com, a universal gift registry slash wish list. With increasing frequency my job involves education, trying to help others understand what social media is and what it means to a corporation.
How would you define "social media" to someone not fluent in interactive or online marketing? I hesitate a little to use the word education to describe the process of explaining to people what social media is. For one thing, what it is is constantly changing. New technologies and new ways of using them are being introduced all the time and this changes the tone and depth of our online and offline social interactions. The other reason I hesitate is because it's not so much education as it is re-education which often means having to unlearn a lot of what they think they know about how to act. A lot of people say to me "I'm completely ignorant about this stuff" or "I'm totally dumb when it comes to this stuff." What I hear is "This scares me." What are some of the common issues large organizations encounter when trying to evaluate and adopt social media technologies? Are you seeing more internal or external facing applications? (ex: building a private social network vs engaging in existing/public social networks) From about 1994 to about 2005 or 2006 our relationship with interactive media had been pretty much identical to the relationship we've had with mass media for about the last hundred years. The few create and the many consume. The how, what and why of the message is controlled and sometimes vetted by journalistic standards. Social Media doesn't hew to this model because the center of control has been moved from the few to the many. This does not compute with our current math, our current approach of even calling it 'media.' Continue reading this article. About the Author: Lee Odden is President and Founder of TopRank Online Marketing, specializing in organic SEO, blog marketing and online public relations. He's been cited as a search marketing expert by publications including U.S. News & World Report and The Economist and has implemented successful search marketing programs with top BtoB companies of all sizes. Odden shares his marketing expertise at Online Marketing Blog offering daily news, interviews and best practices. |
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