“…SOCIAL MEDIA IS FREE, until the community manager headcount came in.” – Brian Wallace of Blackberry
David Armano observed in his blog at Harvard Business Today “a fundamental truth to social media that many organizations underestimate — being social means having real live people who actively participate in your initiatives. It’s difficult to automate and a challenge to scale, but it can also help move your business forward in ways that produce leveraged outcomes such as new/better products or services.”
He also noted that seeding, feeding, and weeding all take place after any social initiative has been launched:
- Seeding. Investing to grow your effort into a healthy ecosystem that can produce data, insights or even new ideas. People will be required in order to do this.
- Feeding. Feeding the media with a steady stream of content. Some of this can be automated… but there has to be some editorial judgment made for every piece of content and functionality. People are required for that.
- Weeding. A productive social business design will require efforts to prune and weed out material that can inhibit its growth (just like a garden). In some cases, automated moderation services can do this–but in others people will be required to ensure that interactions are productive..
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