Much has been made about the "threat" that social media represents to organizations, especially those who may choose to not jump on the social media bandwagon. In order to be successful, a lot of the writing I see about social media emphasizes the need to be responsive, personal, relevant, and helpful. Really?
How many really good sales professionals, marketing professionals, customer service professionals shout at the people with whom they are speaking? How many good sales professionals deliver canned, scripted presentations over and over and over? When you get stuck on the phone with a customer service person who gives you pre scripted responses to everything you say, I'm sure you're thinking, "I am so happy I gave this company my money!"
If being responsive, personal, relevant, and helpful to your customers is news to you, the threat to your organization is not social media. It's you.
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