“It’s Not Just About Social Media–An Introduction to Social Communication” is a new presentation that outlines the core of my approach to communication strategy–to focus on the informal social groups and networks (tribes) in organizations and communities, alongside a focus on traditional channels, hierarchies and organization charts.
While social media can make these informal networks and tribes more visible and easier to influence and harness, I see it as a mistake to collapse the underlying theory and mechanics of a social communication strategy with the arrival or use of technology which may or not be acceptable within a given organization.
Indeed, the only software required to run an effective social communication program is an Excel spreadsheet–to identify key members in the community and the formal and informal groups to which they belong.
The only hardware required is a telephone–to allow for ongoing and regular communication with the key informal leaders within your area of responsibility.
Social Communications is grounded in timeless practice: it has a lineage dating back at least to 1840, when Abraham Lincoln articulated his “Lincoln Rules” for running successful political campaigns.
Social Communication approaches work well in internal communication situations–and particularly well in change programs which involve smaller core groups along with an extended network into the organization.
They also can be easily applied in external communication situations where the community of interest is well defined, for instance in a niche market or around regulatory or legislative issues.
The presentation can be found here: http://slidesha.re/cmSQEn. If you would like to discuss with me, please email me at firstname.lastname@example.org