Social Media Success Is About Purpose (Not Technology)

by Anthony J. Bradley and Mark P. McDonald

 

In the real estate world, there is a saying: “The three considerations that most impact value are location, location, and location.” ┬áIn the world of social media, they are purpose, purpose, and purpose.

Nothing impacts the success of a social media effort more than the choice of its purpose. Because purpose becomes the cause around which people will rally and be inspired to act, it is also the source of social media’s business value.

What is a good purpose for social media? Would you recognize one if you saw it? And if you could identify a good purpose, would you be able to mobilize a community around it and derive business value from it?

If you’re like most executives (and you’re being honest), probably not.

No wonder most organizations struggle with gaining tangible and significant business value from social media. This single most important criterion for success is also the biggest leadership skill deficiency.

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