[In confidence] When social web becomes the breadwinner

I know that many of you reading this blog are involved in different social media projects, as well as online presentation strategies for various organizations. In this post I have summed up some important personal experiences that I acquired while working for certain companies, as well as experiences of some colleagues that I respect within this line of business. I believe you will find them useful.

A remark: I generalized some of my arguments, therefore take into account that the intention wasn’t superficial, but fully conscious. Any of these particular cases can be specific, but by summing up in such a way, the generalizations oftentimes correspond with experience.

Great jobs are gotten by negotiating with great people!

If you happen to have good ideas, serious projects and a quality product, you should address them straight to the execs and by no means to operatives and middle management.

[WHY] According to my experience they don’t have enough strength to “push your ideas through” to the executive level. Your idea, energy and enthusiasm will remain stagnant for days, weeks or up until you finally get rejected. Middle management (which is relatively easily accessible) is not in the position to push your ideas forward, and besides – their personal vanity most likely won’t let them.

[ADVICE] Recognize this on time and ask to directly speak with executive management right off the bat.

Marketing and PR managers are not your friends (at least for the time being)!

[WHY] Even though topics related to social media are related to marketing and PR, these guys see you as competition! Somewhere in their (sub)conscious they feel like you’re doing their job instead of them – and they’re not wrong. You would be doing the job they are supposed to do. A job they had to understand, learn and initiate. It’s more than clear that synchronizing with the internet pulse must already be part of the business culture. Neither you or I should blame them for not knowing their job. At the end of the day, it goes to our advantage – they know a lot of other stuff, but to some, the daily grind leaves little space for learning and creativity.

[ADVICE] Be patient. Often remind them that you’re the guest and that they’re the host – that they’re the ones in the limelight while you’re backstage, that you leave and they stay… along with all the good stuff you’ve created together. Some of them, however, never accept this :(

Upon getting a job in a company, your greatest allies are regular people – grassroots leaders, guys from the commercial sector and IT colleagues.

[WHY] Regular people (employees) are much more in touch with what goes around the company, and you’re one of their allies. They’ll give you the scoop about what’s going on – who, where, when and how. At the same time, you also need their support when it comes to implementing a project. No one (on the internet) wants “grey heads” from the board of directors. People want people… similar to themselves. Someone with a monthly salary of 10K euros has very little in common with them. Concerning sales, these people are practical and quick. They understand words such as #progress, #measuring, #synchronization. Your job is to blow wind into their sails. Same with the IT guys. Just to be on the same page, they’re not similar to you. They might be able to understand you, but they essentially understand the flow and development of innovation. The understand CRM, databases and algorhytms you’ll be using. They also understand the structure in more detail compared to their marketing & PR colleagues, especially when it comes to time management and foresight. it’s true that it takes a bit more time to get them started, but within this department there’s quite a few gems waiting to be discovered.

[ADVICE] Take these people seriously from the very beginning and network with them. Keeping in mind that they’re very correct with you, allow them to help you and appreciate their help.

To conclude, there’s yet another public group that will love you or hate you. It’s external, but important nevertheless:

You’ll be supported but internet professionals, but not by “internet professionals”

[WHY] The first ones, the ones without the quotes, know that along with every step you take forward, the whole industry will move ahead! This means that their business will gain ground and they themselves will advance. For the latter, the intermediaries, you’re nothing but a pain the neck. For them, you’re a “snake oil salesman”, a “kid without a reference”, a “superficial geek” that was “born yesterday” while they on the other hand were the first to use the internet while you were still in your diapers. The thing is, all of this is done out of fear of you kicking them out of the league! By any of you! This is because they’re too lazy to learn, because they’re sloppy and not motivated to create – instead they’re motivated only by profit, leaving them at a rather high risk of losing the game. They’ll throw sticks in your spokes, call up their buddies in potential companies to tell them you “lack experience”, and give them advice that will try to “walk you onto thin ice”. Meanwhile on their FB, blog posts and twitter statuses they’ll readily call you out every chance they get without dropping any relevant names and references, preaching about stuff they picked up on TechCrunch and TED. Dogs bark, yet you’re coming!

[ADVICE] Team up with good people who are similar to you. This is a good way to extend the effects of a good vibe and professionalism while proportionally diminishing the effects of their (in)action. Don’t sit with your hands crossed, but also don’t fall into their trap of futile debates! Remember: dogs bark -> YOU are coming!

I intended this blog post specifically for you! The good side and the future of the industry! The industry of social business. This isn’t a job for everyone, however if it is, my job is to help you!

DDj

Komentari (27)
9-12-2011
02:36:00

Veoma praktičan i koristan tekst. Svakako pruža drugačiji ugao gledanja u implementaciji projekata i kako stvari funkcionišu u većim kompanijama. Već neko vreme pratim blog, ali tek prvi put komentarišem.Raduje me svaki novi tekst. (:

9-12-2011
03:17:25

Pogodila si pravo u CENTAR!!! Svaka cast!

9-12-2011
05:04:38

Pravo u glavu!
Respectpa moja Gago :)

9-12-2011
05:25:31

Jako korisno, za moju #bornet ekipu, ipak pre svega, tekst je izvanredan. Precizno i sažeto uputstvo uz niz “lociranih” zamki. Hvala Dragana.

9-12-2011
08:19:51

Ehh što volim kad mi jutro (i tjedan) počne ovako dobrom niskom bisera. Hvala od srca!

9-12-2011
08:51:44

Fenomenalno, čak ovaj post može biti i univerzalan do te mera da je isti princip i kada želite da odštampate neki dokument u firmi a u kancelariji nemate štampač. Ima onih koji vas razumeju, pomažu ali i onih koji ne daju svoj toner :)
Odličan početak nedelje. Bravo.

9-12-2011
09:05:43

Dobro jutro :)

Upravo sam naslov promenila; Hvala na odličnom inputu @IvanĆosić!

9-12-2011
09:35:17

Lepo, kad sve ovo proživiš kao da si živeo 9 života. Tenzije pretvaraš u prilike, prilike u projekte a projekte materijalizuješ. To znači da si konačno shvatio da treba da odeš iz ovih krajeva da bi proživeo ostatak svog dragocenog života u miru i sreći ;-). Super Gago !

9-12-2011
09:42:17

istina, uvek postoje “profesionalci” i profesionalci
kao i “konkurencija” i konkurencija
profesionalci znaju da je konkurencija zdrava
“profesionalci” strahuju od konkurencije
a “konkurencija” od profesionalaca

9-12-2011
10:10:11

Videti vise i dalje od drugih je veliki problem kod nas, ali je tako i tamo negde gde su uredjeniji odnosi.
Ali biti svestan i stalno ukazivati na ono sto se vidi u daljini, nasa je prednost kada imamo Gagu da nam otvori oci, ili jednostavno da nam sapne na uvo.
Zalosno je ali je svaka rec previse ciljana da prosto ubija na mesto i definitivno bi junaci morali da se pozabave upravo ovim segmentima u HRM po svojim firmama. 
Svaki pomak je previse dragocen da bi se ignorisao ili odlagao.
Da nam je vise DDJ, eh…

9-12-2011
10:19:01

Pored klimanja glavom na post, voleo bih i da dodam koju :)
 
U radu sa organizacijama sam se najčešće sretao sa slučajem da me upravo ljudi iz tih “izvršnih struktura” kontaktiraju i od samog početka vide moju ulogu u zajedničkom radu.
Kada je reč o samom radu sa organizacijom, kao po pravilu, većini nije jasan značaj cele priče prisustva na Net-u. U tom slučaju, preporučujem koncentrisanje na one koji razumeju osnovne principe i spremni su da se uključe (u svakoj organizaciji ima takvih).
Početni rezultati rada su vrlo bitni. Volim da se vratim pred organizaciju i početne rezultate iskoristim kao ilustraciju:
– onima koji su na tome radili, da pokažem efekte njihovog rada. To dodatno učvrsti tim i da im dozu sigurnosti.
– za one kojima u početku nije bila jasna priča. Na taj način, skoro uvek se aktivira još neko i priključi timu.
 
Nadam se da sam bio dovoljno jasan i nisam mnogo otišao van teme

9-12-2011
11:20:20

ĆAo, jel može ovo da se copy/paste? nasavno sa linkom ka ovom postu i “Preuzeto sa” :)

9-12-2011
11:33:52

@Aleksandar: Nego šta nego može!

9-12-2011
12:55:32

Posle prezentacije od @BeniOff CEO SalesForce.com-a, zanemeo sam.  Buducnost biznisa je social, svako ko kaze drugacije, kajace se kasnije,
A Srbija, kao tlo… Sa svim tim zavidljivim ljudima, ugrozenostima i psiholoskim problemima, nije uopste plodno tlo za Social Media Entuzijaste i profesionalce.
Moj savet vam je da odete preko i tako zaradite svoj prvi hleb. Internet ne poznaje granice, a tamo cete za svoje vreme dobiti vise pozitivnih reakcija, a na kraju i drasticno vise novca.

9-12-2011
13:56:07

Konkretno, jasno i praktično. Just keep going…

9-12-2011
23:17:00

Iz ličnog iskustva mogu da kažeme da tekst potuno odgovara i široj oblasti – IT/Software :)

9-13-2011
20:58:00

Dragana… ovo je odličan, odličan post!
Odavno nisam pročitala ovako koristan a sažet i konkretan tekst …a tako primenljiv. Ne samo za social web! Pronaći način tako jednostavno podeliti iskustvo i znanje i ovakvi postovi se ubacuju u Bookmarks.
 
PS: jako volim što na ovom blogu komentari imaju mogućnost da se ostavljaju sa stilovima, linkovima, undo-om.

9-14-2011
11:52:45

Sjajan tekst pogotovo o “internet profesionalcima” ;-), bravo Dragana, odmah ga promoviram ….

9-14-2011
12:07:02

Bravo DRAGAna!

9-14-2011
12:52:05

Dragana,
Interesantan tekst. Par pitanja:
1. Da li se moze reci da postoji diskontinuitet u samom toku projekta, posto kazete “Nakon što dobijete posao u firmi, najveći saborci su vam obični ljudi”? Iz teksta nije jasno da li i dalje top menadzment osim “approve and fund” funkcije ima i druge obaveze u daljem toku projekta, kao guidelines, plans, monitoring…? Da li ti mozes da preporucis top-down ili bottom-up pristup kada je u pitanju Social Web ili Social Media ili SocialCRM, kako mi u dooConsult “lejbelujemo” ovu jednu te istu stvar?
 
2. Da li iz svog iskustva mozes da nam kazes sta je veci problem i pretnja uspehu jednog Social Media projekta – zaposleni u organizaciji klijenta, njihovo znanje i motivacija, ili su to budzeti? Ne mozemo pobeci od cinjenice da budzeti igraju znacajnu ulogu u marketingu/prodaji, onoj “klasicnoj”, i bilo bi super da podelis u nekom od narednih tekstova neke lepe primere gde su “moci” Social Weba omogucile vise muzike za manje para.
 
I ono gde se ne slazemo je da su ovim trendom ugrozeni PR i marketing menadzeri. Ako su najveci udar i promenu doziveli menadzeri prodaje i podrske, onda je misija kompletna. Zato i taj SocialCRM :)
 
Sve najbolje u daljem radu.
–Damir

9-15-2011
10:13:54

Hvala vam na ovako pozitivnim reakcijama! Samo neka služi svaka reč!

@Jasna: comment box je napravljen po modelu sa sajta heroj.si i meni je ta forma jako značajna :)

@Damir: Evo nekih crtica:

  1. – Angažman top menadžmenta u nastavku projekta zavisi od ciljeva i strukture samog projekta. Nekada oni imaju aktivnu/aktivniju ulogu, a nekada sporadičnu: reporting & planiranje daljeg razvoja projekta. Sem kada sam radila personal (re)brending i pozicioniranje članova top menadžmenta ili javnih ličnosti, oni u procesu realizacije SM strategije nisu imali dominantnu ulogu. 
  2. – Najveći problem i pretnja uspehu SM (i svakog drugog) projekta je slabo koncipiran, isplaniran i sa poslovnom strategijom nedovoljno usklađen predlog! Ukoliko je projekat dobro isplaniran, koncipiran i sinhronizovan sa ciljevima i poslovnim planovima firme, ni zaposleni, ni budžeti, ni spoljni faktori ne mogu ugroziti njegovu uspešnu realizaciju! Tako je bilo kod mene do sada.
9-16-2011
23:54:22

POGODIO ME POST ….KAO PESMA NA NEKOM VESELJU !!!Sve gore napisano je TACNO I ISTINITO . 
Veliki posao se dobija u pregovoru sa velikim ljudima!
Tako je i samo tako … Sujeta je isto prisutna jer dolazi neko ko ima bolje ideje i vece znanje od njih koji su zato placeni .I onda neki mediokritet razmislja  – AKO JA OVO ODNESEM I PREDLOZIM DIREKTORU , ONO STO SLEDI JE PITANJE STA JA RADIM U FIRMI I ZBOG CEGA SAM PLACEN . I onda naravno ide ta sujeta …Operativa u glavnom nema preduzetnicku crtu i ona taj PREDLOG ne moze da vidi Vasim ocima , dok GLAVNI IGRACI to vide i zato se nalaze na tim pozicijama .I naravno oni mogu odmah i da Vam daju konkretan odgovor .MOJ SAVET PRESKOCITE SVE MOGUCE SEKRETARICE , ONE KOJI KUVAJU KAFU U FIRMI I OSTALE …STO KAZE DRAGANA .KAKO DO DOCI DO GLAVNIH  , DANAS JE VEOMA LAKO ISKORISTITE SVE DRUSTVENE MREZE , PREDSTAVITE SE NA PRAVI NACIN  SA PRAVOM IDEJOM .– INTERNET PROFESIONALCI – NABEDJENI !!!
Ima ih puno u svim firmama , i oni su isto likovi za izbegavanje  jer ako pogledate nasu scenu i nase firme ovde mislim na velike videcete da ima malo firmi koji koriste sve resurse interneta ( malo je glupo da ih nabrajam ali idite na neki portal pa pogledajte  njihove sajtove i sve ce Vam biti jasno ko im je zaduzen za intrenet pa zna se INTERNET PROFESIONALCI  koji Vam kada ih pitate koja im je internet prezentacija kazu e mail …a kada ih pitate za e-mail oni Vam kazu NAS EMAJL je ….I onda se VI /MI poja/vite/mo i naravno opet ide deo mog izlaganja od gore.I da ne pisem vise  nisam neki pisac ( SOJIC mi je glavni kolektor ) 

Hvala Dragani za post ,a Vi koji citate i ucite poslusajte njen savet .Ajde u zdravlje  !!! 
 

11-23-2011
15:01:53

Stvarno vrlo poučan i koristan post. Hvala! :D

12-13-2011
21:19:49

Svaka cast na tekstu.Vrlo korisno i poucno..

10-4-2012
18:39:33

Interesantno u čitavom tekstu se provlači potreba za sinergijom, timskim radom i oslanjanju na “čvrste i pouzdane tačke”, bez obzira, ko u čemu prednjači niko to ne može da najbolje uradi sam…to mi se sviđa, a stalno naglašavam da su tvoji tekstovi stilski drugačiji i teraju te da čitaš, čitaš dalje. Sve ostalo su rekli puno pametniji od mene u komentarima i zato ih obožavam.

12-5-2015
00:07:11

Odlican clanak, drustvene mreze su neizostavni deo svakog biznisa i vidljivost, promocija i dostupnost igraju veliku ulogu u online nastupu.

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