Today, I spoke to Larry Weber, who is the chairman of W2 Group and the author of Everywhere: Comprehensive Digital Business Strategy for the Social Media Era. In 2009, I interviewed Larry about his last book, but now he’s had many more experiences in the social media world captured in his new book. In this interview, Larry talks about corporate social media and digital strategy.
What issues arise when companies skip social media strategy and start blogging and engaging online?
Many issues occur. First, internal communication suffers, as people started nomading about the social sphere. Next innovation suffers, as there is no organized approach to crowd sourcing about everything from branding issues, to new products..also upper management becomes insulated and the concept of building a social enterprise that is thoughtful, fast, transparent evaporates.
What are some ways to put digital strategy at the center of your business?
Start an eForum that meets regularly. It can initialing be run by marketing, but must have reps from service, sales, innovation, human resources, etc. The goal is to put the customer in the center of a digital universe that is increasingly social. Then a plan to integrate the first line of powerful social platforms/tools, including Facebook, Twitter, LinkedIn, YouTube, and others.
How have you personally used social media tools to connect with employees and the outside world?
Integrate the use of all platforms/tools. Then have a content strategy that is consistent and drum beat like in execution. Build micro-segmented digital destinations around very specific connect and promote to important influencers in the category.
Do you select talent for your company based on social media influence? Do you care about their Klout score?
Digital eminence is so important. Analyze the landscape per content, build list of top teir influencers start a building conversation.
What does it mean to be “Everywhere”?
“Everywhere is the complete integration of our digital and real lives.”
We can no longer separate our conversations along those lines. It will always to be important to meet people, but how do you keep these conversations moving digitally toward an outcome: purchase, vote, idea, etc. Living everywhere but with a thoughtful strategy of building a social enterprise is critical. My new book lays this out in detail!
Larry Weber is the author of Marketing to the Social Web (Wiley) and chairman of W2 Group, a digital ecosystem of marketing services companies that includes Digital Influence Group, a full-service digital marketing agency that is social media at its core, and Racepoint Group, a global public relations agency. His latest book is called Everywhere: Comprehensive Digital Business Strategy for the Social Media Era. Weber previously founded Weber Shandwick, the world’s largest PR firm. He is the cofounder and Chairman of the Board of Directors of the Massachusetts Innovation & Technology Exchange, the largest interactive advocacy organization in the world.