The Evolution of Social Media and Business

By Brian Solis, blogger at BrianSolis.com and principal of FutureWorks, Author of the new book
Engage!, Co-Author, Putting the Public Back in Public Relations and Now Is Gone

Social Media is fundamentally transformative and is rapidly evolving the

architecture of business, communications, and the dissemination of information
and influence.

Today, there are businesses that engage in social media and those that do not.
Those at least experimenting with the formidable, yet shifting landscape of
intelligence and communication are learning how to adapt and connect in a new
world of conversation, networking, and influence. Those that have yet to evaluate
the opportunities and advantages for socialized marketing, service, sales, and
branding will find it increasingly difficult to learn, adapt, and magnetize
customers, prospects as well as their influencers.

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis

As markets evolve, consumers gain a greater sense of adeptness and perspective.
They too learn and adapt. In the process, individuals and the authoritative
communities they form, possess a more sophisticated understanding of media
literacy, community support, and prowess in new media communication.
Consumers have choices and they're increasingly practiced through natural
selection.

There’s a sense of social Darwinism at play here and while it might sound overly
dramatic, it is for better or for worse, true. In the new era of influence, those
businesses that understand where and how to compete for the future will earn a
genuine and advantageous position to shape and steer the perception,
prominence, and impact of the brand. It is this idea of competing for attention
where it is focused, as it evolves, that will help businesses connect with people
and thus set a new, efficient, and effective foundation for advocacy and
community.

In order to earn a place within online societies, we must first recognize where
they’re emerging, flourishing, and thriving, and also how to engage through
authentic and attested immersion.

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis

Social Media: Reporting from the Field
Recently, the Center for Marketing Research at the University of Massachusetts
Dartmouth updated its annual study on the adoption and practice of social media
by the Inc. 500, a list of the fastest-growing private companies in the US.

The essence of the report shares the tools that are carving the evolution of the
fittest. At a minimum, Social Media is affecting and shaping the pillars of
business.

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis

The study found that most businesses recognize the importance of
experimentation and engagement, with 91 percent of companies reporting the
incorporation of at least one social media service or tool in 2009. Literacy and
awareness was also on the rise with roughly 75 percent stating that they were now
“very familiar” with social networking. This was reflective in the impressive drop
in Inc 500 companies that did not use social media whatsoever, plunging from 43
percent in 2007 to 9 percent in 2009.

Messaging/Bulleting Boards

2007: 33%
2008: 35%
2009: 28%

Social Networking

2007: 27%
2008: 49%
2009: 80%

Online Video

2007: 24%
2008: 45%
2009: 36%

Blogging

2007: 19%
2008: 39%
2009: 45%

Wikis

2007: 17%
2008: 27%
2009: 25%

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis

Podcasting

2007: 11%
2008: 21%
2009: 12%

Twitter

2009: 52%

This is the first year that Twitter was asked specifically, which is interesting
considering that the network has been discussed as a business application over
the last three years.

No Use of Social Media

2007: 43%
2008: 23%
2009: 9%

Social Media is indeed pervasive. Social networking, podcasting, blogging, and

Twitter adoption are nothing less than profound. The number of Inc. 500
companies embracing these platforms and networks increased year over year,
and most likely will do so in 2010 until we start to see the segmentation of
targeted social activity in the networks that reach and connect niche markets or
nicheworks.

The rise in the usage of wikis is encouraging. Even though 2009 numbers are
slightly lower than 2007, at 92 percent, it is significantly higher than the 2008
reporting of 77 percent. Applications for wikis include user generated content,
ideation, and governance, internal employee communication, as well as the
organization of collective intelligence.

I am also pleasantly surprised at the growth in recognition of the importance of

social activity within message/bulletin boards. In fact, when I conduct a listening
and observation exercise to uncover where, when, how, why, and to what extent
relevant conversations are transpiring using the Conversation Prism, messages

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis

boards and forums rank among the top of the list, in many cases, outperforming
Twitter and placing second only to blogs in terms of consequence.

Not surprisingly however, video appeared to experience a small downward trend

but 2009 activity still is significantly greater over 2007. What many either don’t
yet realize or learn through a baptism by fire experience, online video requires
much more than a Flipcam. Content must be engaging and entertaining. You
literally have seven seconds to hold the attention of the viewer and without
forethought, most videos are incredibly underwhelming. As such, content
requires programming and creativity, much like the programming of any
television network or motion picture company. We as consumers need something
that captivates and holds our attention. Concurrently, online video also requires a
dedicated content marketing strategy in order to connect the theme, essence, and
value of the videos to those who could benefit from viewing them.

The Sociology of Social Media

The Center for Marketing Research observed that the Inc. 500 is outpacing the
Fortune in many social media activities. In fact, respondents believe that Social
Media is introducing a competitive advantage, with adoption ensuring survival
and success through practice and evolution. As of now, the Inc. 500 documented
success by measuring key, and not so important, indicators such as visits,
impressions, comments, leads and sales leads and revenue.

As you interpret and process this information, it’s important to understand that
the networks and adoption numbers aren’t necessarily reflective of the strategies
you should integrate and pursue. Everything is specific to the behavior, activity,
and locations of your community and thus requires an initial listening and
observation exercise and audit to uncover the answers to the questions you may
have or don’t yet know to ask.

This is why sociology prevails over technology when it comes to engagement.

Essentially, brand managers become veritable digital anthropologists or
sociologists in order to identify and document the culture of a community, gather

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis

information, analyze data, report findings, apply statistics and surface necessary
communication and listening skills.

Our work subtly reflects that of a Margaret Mead or nowadays, Intel’s Genevieve
Bell or Whirlpool’s Donna M. Romeo, Ph. D. – at the very least, we’re inspired by
their work to apply their methodologies and learning in new fields.

While brand hierarchy isn’t necessarily established through social media alone, it
is a highly concentrated and relevant amalgamation of integrated services,
programs, and values that ultimately establish prominence.

(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis

Brian Solis is globally recognized as one of most prominent thought leaders and
published authors in new media. A digital analyst, sociologist, and futurist, Solis has
influenced the effects of emerging media on the convergence of marketing,
communications, and publishing. He is principal of FutureWorks, an award-winning New
Media agency in Silicon Valley, and has led interactive and social programs for Fortune
500 companies, notable celebrities, and Web 2.0 startups. BrianSolis.com is ranked
among the top of world's leading business and marketing online resources.

Solis is the author of Engage! The complete guide for businesses to build, cultivate and
measure success in the new Web.

In 2009, Brian Solis, along with Deirdre Breakenridge, released, Putting the Public back
in Public Relations.

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(cc) Brian Solis, www.briansolis.com - Twitter, @briansolis