Posts Tagged ‘processes’

Reality check

Forget the buzz titles. The backlash against ‘social media experts’ has been growing. And rightfully so. Here is a great post from @adamsinger that does a good job of putting it in perspective.

The new world of marketing stragtegy needs to be driven by clear headed realism. We preach to our clients at length about credibility, transparency and honesty when relating with consumers. We should follow our own advice.

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At a recent talk by Jane Fulton Suri I saw several ideas that clearly stated some of the thinking we need to include to wrestle this problem to the ground. But one really stood out as one of the most important. We should all be asking ourselves the following:

What skills, methods and values are common across all disciplines?

It seems reasonable, and almost common sense. But what I liked about it was the inclusion of values in the equation. All too often any exercise that attempts to do what we need to do focuses the majority of its effort on skills and methods. The human element expressed through values is often too unquantifiable for process minded individuals to want to tackle.

We need to stop looking at it from a task, skill or “this is our sandbox” mentality. Communicating common values can create bridges in understanding and can ease the pain of changing a frame of reference. Common values transcend process, role, title, agency, and frame the goal in terms of “What does this mean to me?”.