Charles Darwin once said: “It is not the strongest of the species that survives. It is the one that is the most adaptable to change.” After reading chapter nine in the book Groundswell I believe a similar analogy can be applied to companies using social media.
I think it’s accurate to say that it’s not the biggest companies that survive, but the fastest to adapt to the growing social media environment. Company's size does not matter to benefit from Social Media. Not long ago it used to be said that big companies would take over smaller ones. Not anymore. Just see what has happened to former giants AOL or MySpace for failing to listen to the groundswell and properly anticipate their competitors. Even monstrous Walmart has been slow to react to the buzz about accusations it exploits workers and damages local business.
A joke illustrates a point made by this chapter. Once two explorers in Africa heard the ferocious roar of an approaching lion. One explorer quickly starts putting on running shoes. “You must be crazy if you think you can outrun a Lion” says the second explorer. “I don’t need to outrun the lion” responded the first explorer, “I just have to run faster than you.”
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Companies might frequently face dangers such as consumers’ complaints and questions, but when they embrace the groundswell, they can move more quickly and be more successful that those that ignore consumers.
This chapter goes on to explain that properly embracing the groundswell can turn negative opinion into a passionate support for the company, helping companies spring back from adversity and adapt to new challenges, but only if the company can sincerely demonstrate that it appreciates what its customers say. “Love is the only force capable of transforming an enemy into a friend,” once said Martin Luther King. In the following video you will be surprised with the reaction of a fierce lion when it's reunited in Colombia with Ana Julia Torres, a woman who saved his life after the lion had escaped from a circus. It made me reflect that wild animals and angry customers can react positively to kindness and sincerity.
Love Changes Attitudes
In chapter 10 the book explains how connecting with the groundswell can gradually transform any company. It explains that most consumers are willing to talk to companies and say what they want, and frequently they have the knowledge, experience and solutions to solve problems and improve service. I am living proof of that widely used strategy. Having spent only one year in Worcester, I have been interviewed and surveyed several times by a variety of industries, from supermarket chains to radio stations.
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This section of the book presents several companies, including two I used to work for, to illustrate the importance for companies' survival to really listen to the Groundswell and emphasize the convenience of showing feedback online, so customers can see that the companies are responsive. This reminded me a quote from Jack Welch, former GE's CEO; “The desire, and the ability, of an organization to continuously learn from any ... learning into action - is its ultimate competitive advantage."
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In conclusion, size of companies is irrelevant when it has to do with learning to benefit from the groundswell. What is important for their survival is listening to the groundswell and learning to adapt. Feedback from customers can help companies from designing products to anticipate problems.
I just found a video talking about exactly this, as the internet expands and more and more different people get connected the possibilities seem limitless
It is definitely a big help to smaller companies, but unfortunately it's only in nations where social media is a dominant form of communication. I know in many other countries large companies are the dominant driving force for communities(many of them are American companies trying to stay powerful in an environment where they no longer have all the power just by sheer size).
I just found a video talking about exactly this, as the internet expands and more and more different people get connected the possibilities seem limitless
ReplyDeleteI agree with the idea of companies' size. I feel like the more the technology grows up, the more we need to engage with people.
ReplyDeleteIt is definitely a big help to smaller companies, but unfortunately it's only in nations where social media is a dominant form of communication. I know in many other countries large companies are the dominant driving force for communities(many of them are American companies trying to stay powerful in an environment where they no longer have all the power just by sheer size).
ReplyDelete