Tag Archives: business

April 15, 2013 · 10:55 am

Four Misunderstandings About Social Media

As you’ve probably aware if you’ve spent any time here on the screed, I take a great interest in how business folks think about social media.

Image representing Twitter as depicted in Crun...

Image via CrunchBase

I am one of those people who believe that over time the word “social” will vanish as all media becomes more social and what we classify today as “social” media becomes more mainstream (although I’m not sure how Facebook could become more mainstream when it seems damn near everyone is on it!).  How businesses can use social media is one of the areas in which I advise clients and so I took great interest in an info-graphic I came across the other day entitled “How Small Businesses Are Using Social Media (and why they may be getting it wrong).  If you click through I think you’ll find some good information on it but you’ll also find four terrible misunderstandings.

In the section labelled “Why Small Businesses Are Using Social Media” there are four points.  Each one is, I guess, something that these businesses believe to be true.  Unfortunately, they’re not.  Take point one:  it’s inexpensive.  Sure the tools are free but supporting your business on each platform is not free.  In fact, to do social well and to cover all the potential social bases (Facebook, Twitter, Instagram, Pinterest, and Google+ for starters) in an active way that will engage your customers requires planning, writing, and responding.  It all takes time, and as we all know, time is money.

Point two: it’s easy to use.  Another half truth although I’m sure businesses believe it.   The tools are not overly complicated but creating great, engaging content is hard, as you can probably tell from the attempts to do so in this space.

Point three:  their customers use social media.  Yes they do, but as the term “media” indicates  they’re in a lot of places doing so.  The aforementioned “big” guys are just the tip of the iceberg, and new players emerge and grow every day.  Reddit, Vine, and Stumble Upon are just three places where a lot of the customers are but the brands aren’t.  Add to that the fact that to gain any sort of visibility with the majority of your customers on the big guys (Facebook and Twitter in particular) requires you to be a paying customer.  So much for “free.”

Point four:  It doesn’t take a lot of time.  Totally wrong unless you add “to do it badly” to the end of that phrase.  Supporting multiple platforms with engaging content and responding to consumer interactions takes a lot of time – ask any of the brands that do social media well.

That’s my take – what’s yours?

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April 12, 2013 · 11:37 am

What Grills Teach Us About Scaling

A rainy Friday but we’ll still have our Foodie Friday Fun as if the sun was shining and we’re firing up the grill outside.

Beef and Corn on a Charcoal BBQ grill

(Photo credit: Wikipedia)

It is getting to be that time, of course, and with it comes one of the big differences between a professional kitchen and most amateur kitchens:  the ability to scale.  Cooking for a family of four is vastly different from making the exact same meal for 24.  In the case of the aforementioned grill, grilling burgers, dogs, and chicken for four is relatively easy; doing so for 24 requires excellent timing, a much bigger grill, and a way to keep food hot while the rest of it cooks.  That’s why I have a firm rule against “piece work” when cooking for a lot of people – I always use big cuts – racks of ribs, briskets, whole chickens – and cut them into serving pieces.  It makes scaling the operation a lot easier.

Many business folks don’t think about scaling.  They develop a product or service or management style that works when things are small but which can’t handle a much larger set of challenges.  Managing a staff of three can be easy – communication should be efficient, there are only a few egos and skill sets to align.  When three becomes 30, look out, especially if your management style is one of detachment or tolerance rather than engagement.  Obviously there are technical challenges in many businesses as well – servers can only handle so much traffic, sloppy code can’t process quickly enough to handle demand are some examples in tech.  Customer service lines can be full, inventory management can be a nightmare – some non-tech issues.  Those are things that must be contemplated very early on with an eye towards the stress brought on by success (not a bad problem to have, right?)

How the business will grow and how to support that growth is probably not on enough radars.  Do we get bigger through new products?  Do we add areas of focus?  Do we get enough funding to make acquisitions?  Strange as it may seem, planning a cookout can help think it through.  If you’re running out of food or serving it cold, guest walk away hungry or maybe sick.  Scaling to serve your guests (customers) isn’t something that just happens – it requires thought and planning.  So does business!

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April 11, 2013 · 10:09 am

A Riff On Transformation From AI

I’m pretty sure that each of you has a guilty pleasure or two. One of mine is American Idol which, despite its diminished viewership and declining influence, is still the only singing competition that regularly puts out talent making hit recordings. Kelly Clarkson and Carrie Underwood are the two biggest musical names that also won but Jennifer Hudson, Chris Daughtry, and a slew of other musical names have come out of the show.

American Idol logo 2008–2011

(Photo credit: Wikipedia)

One of the things I enjoy most about the program, besides watching unknown singers turning into stars, are the times when a truly memorable performance occurs. Last night we had one and it actually made me think of an important business lesson.

Most of the really great performances on Idol have come when a singer takes a song and remakes it in his or her own style. Over the years, Adam Lambert took a Tears for Fears song (Mad World), slowed it down, and stripped the arrangement to feature his voice. Brilliant, although the fact that he sang it out of the park helped too! The year David Cook won, he transformed a song almost every week to make it his own. Last night, one of the contenders, a young woman named Candice Glover, did the same with The Cure’s “Love Song.” She performed Adele’s re-imagination of the song and took it to another level.  Which is exactly the business point.

While it’s hard to say, as does Ecclesiastes, that there’s nothing new under the sun (not in technology anyway), many of the best new products and services are transformed versions of things that have come before.  In some cases it’s optimizing a service or product for a digital world (for the digital voice, if you will).  In other cases, it’s transforming something altogether to make it better – mp3 players to iPhones are the most obvious examples but there are many others.

The lesson from Idol is that whatever you do, make it yours and make it spectacularly good.  Seems like some excellent business thinking as well.  You agree?

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