What if we told you nearly 70% of people mostly or always ignore social media posts from brands? And why is it, do you think, that your marketing firm hasn’t told you this?
As our world becomes socially connected like never before, social capital—measurable, manageable value that’s accessed and shared through social networks—has become an exceedingly accessible and undeniably valuable resource for people and their organizations. But contrary to what many of us marketing people will tell you, socially connected systems reject marketing like a body kicking out a virus.
Leading In A Social World seeks to encourage anyone who’s using the social web as a way to influence and move people that they need to stop marketing to them and lead them instead, specifically by building and leveraging social capital: a learnable leadership discipline (not a marketing one) that’s finally come of age.
Organizations need to stop wasting effort and money by branding and marketing to social groups. People in social systems are eager for us to lead them instead.