Today’s customers are more connected than ever. The rate of change in society is accelerating, as whole families – kids, parents and grandparents – join online social networks to keep up with each other and with friends, to share their interests and connect with new people. Social networks are where the people are going; that’s where the customers are. But most companies are slow to adopt these new, connected technologies.
Why? In some cases they don’t understand how social networks will impact the business. They can’t see a clear path or understand the implications. But in most companies there are a few people who do understand. But bureaucracy, corporate culture, blind spots, fear and risk-avoidant behaviors stand in the way.
Jack Welch once said “I’ve always believed that when the rate of
change inside an institution becomes slower than the rate of change
outside, the end is in sight. The only question is when.”
Can your company’s inside rate of change match the rate of change you see on the outside? If not, it’s time to take a good hard look at social technologies and start thinking about how they can help.