• Master Burnett


    Thanks for the positive reference.

    As an early adopter of social media and an ardent proponent of leveraging the science of community to reach, inform, educate and drive action among an audience, I would just add that people are way too quick toblame the technology. Anytime a new process or approach fails, it could be because the concept behind the process is flawed, the tools were flawed, or because the execution was flawed.

    While the research reports show that for most companies the results have been far less than expected, it doesn’t do a great job calling out
    that for some the results are nothing short of phenomenal. The primary difference between those that are successful and those that are not is exactly what you call out in this share,and understanding and respect for social engagement.

    In my former role as an adviser and in my current role as a customer strategist, I see the vast majority of recruiting organizations approaching social just as they approached display advertising in print media, i.e. generic, glossy, brand pieces that are broadcast to the masses offer
    little or no value to the audience.

    Those that are winning with social media understand a few things that make all the difference:

    1. Being truly social is about far more than being seen. Those winning leverage social throughout the engagement lifecycle. They use it drive awareness, to inform, to educate, to discuss, to call to action, and most importantly to support and nurture.

    2. Two major types of shares flow through social media, activity references and content. The first is mostly the realm of social, but a great candidate experience can produce an activity share. The latter is where the future of marketing and social sits…content. Content marketing is about sharing highly relevant, highly valuable content that informs, educates and nurtures a target audience along a desired path to conversion. TRUE CONTENT MARKETING REQUIRES PLANNING and EXECUTION, something sadly missing from most social recruiting efforts.

    3. The science of community. Communities form naturally and they have a highly structured order that is relatively easy to discern. Individuals are often members of multiple communities, the boundaries of which nest inside one another and overlap. Launching a successful social environment that is designed to engage and nurture an audience over a longer period of time requires planning a community that replicates natural order.

    To sum it all up, real social engagement doesn’t come from extending old, broken processes to new channels, it comes from hard work that
    respects the evolution of both society and technology.