David Spark has launched a blog/podcast called Be the Voice, where he is capturing stories of thought leadership driving business growth. We did a podcast at a cafe in San Francisco, which he summarizes:
- You can’t dictate collaboration within an organization. Find a small area where it would excel, introduce it, and then roll it out in concentric circles to other groups that have interest and can provide unique value.
- Collaboration needs a clear business purpose. You can’t have collaboration without a goal.
- Take all content out of email to build a company knowledge base of the revolving door of employees, plus a back channel on what the company thinks on a given issue.
- If one significant person changes their process to be more collaborative and open, it can change the process for an entire organization
- PR has evolved to add value in conversations and be agents for collaboration. It’s not just about connecting clients with press.
- When you ask for permission to market to your audience, immediately offer some value in return.
- Even if someone’s collaboration intentions is purely to promote themselves, still engage if there’s a connection to your brand.
- Collaboration needs to involve multiple individuals within an organization and not just one person, because that one person is just a resume away from leaving and taking that company goodwill with him.
Today David guest posted at Mashable on 12 Biggest Mistakes from Social Media Gurus, including mine. Here's my favorite:
Over-architect a site with features and content without talking to your customers – Deb Schultz, social media strategist for P&G, fell into the trap of making too many assumptions about what an audience wanted and just started developing a site loaded with features and functionality. It’s what happens when you work at a big company and you don’t see outside of the four walls of the organization. Schultz admitted she should have spent more time talking with customers instead of adding more content to the site.