social f/x by Lou Ordorica

A lot has been written about the democratization of the Web, and the power shift from main stream media to everyday people. The Participation Age promises that everyone can be a producer, publisher, and distributor. For firms, this shift brings opportunity and peril. Reaching customers and building relationships means communicating differently — more openly, with new mediums, and in different places. Not meeting customers on their own terms and participating visibly is a recipe for irrelevance.

Many executives recognize they need to adapt to the new ecosystem, but are unsure about where to get started or how to begin. How are they to lead their firms into this bold new era where "people power" trumps previous communication methods?

It starts with looking to the outside, recognizing the patterns that have taken root and are shaping Web behaviors, and applying these successful models to organizational objectives. We thrive in environments where information, data, and culture is shared. Formulating a strategy isn't as difficult as it seems, if we take a people-centric approach. Here then, are a few guiding principles for folks in leadership positions:

1. Make them feel safe. Your employees won't write a blog, record a podcast, or create a wiki page if they're worried about their jobs. Eliminate any ambiguity by providing clear rules and guidelines for their participation. Be willing to cede some control to them. Similarly, your customers and partners need assurances that their data and identities are safe with you. Safeguard and protect them.
2. Give them online gathering places. Start by giving your employees, customers, and partners a framework for sharing and collaboration. Tools like mailing lists and forums have been around for ages, and excellent new collaboration platforms and applications — blogs, wikis, video and photo sharing, social networking — are readily available.
3. Make participation easy. Simplicity rules! People flock to online places where it easy for them to sign up, add content, and meet others. Provide training for the uninitiated.
4. Set a good example. Get "out there" and follow in the footsteps of others. Even top bloggers like Jonathan Schwartz had to start somewhere. Even if you aren't the type to write a blog, you can encourage your staff and show your commitment by applauding the blogs, videos, and forum posts they create.
5. Kill the sacred cows. Scrutinize your business model carefully. Does it segment and exclude people from data and information? Does it promote or limit participation? Depending on the answer and your goals, it may be time to unlock the cupboard and start sharing.
6. Reward them. Even a simple acknowledgement goes a long way. When your staff posts a video about your company's product on a social networking site, or answers a question on a technology forum, it's a time for celebration! Recognize participation at review time.

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