What does social media mean to enterprises?

For enterprises, keeping up with the trend and advancing with the times is to recognize this information wave in time and know how to manage and use social media as a weapon. In this regard, the publishing industry has launched many works on social media in the past two years. Thematically, most of them focus on advertising, marketing, brand, public relations, technology and operation. Obviously, there are many things about metaphysics, but few things about metaphysics; There are many methodologies and few concepts; There are more instrumentalism and less cultural remolding. But knowing what it is, why to use it and how to use it is not the same as recognizing it, accepting it and using it from the bones. This publishing situation has reserved market space for the publication of Social Enterprise: A Roadmap for Enterprise Application of Social Media. Socialized Enterprise: A Roadmap for Enterprise Application of Social Media focuses on how to deal with the challenges and opportunities of social media wave from the management dimension (strategy, organization and culture). It is aimed at the leadership and management of the organization, rather than the general marketing planning or new media business personnel. At the same time, even compared with similar works, Socialized Enterprise can not only effectively integrate relevant theories and form its own system, but also be down-to-earth and grounded. In fact, when you read the chapter "Not all enterprises are suitable for social media", it suddenly flashed: the author told the truth and wrote frankly enough! Social media advocates transparency, equality, sincerity, openness, cooperation and sharing. To put it bluntly, everyone should participate and contribute. This is really suitable for some end-consumer oriented technology companies, but what about ordinary technology research and development companies, traditional agriculture, banking, insurance, manufacturing, or other B2B enterprises? I remember once seeing several unknown and unprofessional consultants talking about social marketing with the owner of a textile printing and dyeing factory. The boss was puzzled, and finally asked for no reason: Teacher, I only provide noodles (cloth) to a few designated customers, and do I need Weibo to start a business? This story is like selling a comb to a monk and a refrigerator to an Eskimo, making a mistake in knowing the object. To this end, the author bluntly said in the book: "Not all enterprises are suitable to participate in the application practice of social media. This includes two aspects: first, remind enterprises not to blindly intervene in social media, and need to reflect on their corporate culture in advance; Second, we must realize that social media is the general trend, and enterprises must establish an internal culture that meets their requirements, even if they suffer from great changes. " I have to say that the objective, prudent and rigorous attitude of the three authors of this book is admirable. Even when vigorously promoting the concept of "enterprise social media application", they maintained the necessary calm and restraint. Of course, in order to further clarify their views, the three authors cited a case and a book. The case is Zappos, a B2C website selling shoes in the United States. Since 1999 was launched, it has become the largest website selling shoes. Like Starbucks, Zappos hardly invests a lot of money in traditional advertising or marketing, but mainly relies on the company's good reputation and consumer reputation. More and more people began to know about Zappos and patronized its online shoe store again and again. As analyzed by the author, Zappos is outstanding not because Twitter was introduced or widely used in the early days, but because Tony Hsieh, the current CEO and founder, has won the subtleties of Twitter and social media and knows how to closely integrate it with corporate culture. It is understood that Tony Hsieh himself is a Twitter user. He not only sends messages on Twitter many times every day, but also encourages employees to use Twitter more. He hopes to create a humanized, personalized, open and transparent corporate public image. Looking back, if Tony Hsieh wasn't so keen on social media or turned a deaf ear to it, the corporate culture influenced by him wouldn't be the same. Organizational culture does not match, and it is not good to insist. The book recommended by the author comes from the book "Start Over" co-authored by Jason Fried and David Hansen. The book points out that an organization is like a part of software, which can be edited, expanded, enjoyed and fault-tolerant. It is full of confidence in any beta, and can think about reengineering and start over. This book advises readers to be critical of popular beliefs in the business world and not to be credulous or blindly obedient. Isn't this what Social Enterprise warns: Although social media is good, "not all enterprises are suitable"? In this way, a fundamentals, a main case, a letter of recommendation, the whole "Social Enterprise" in the discussion of "enterprise-level application roadmap of social media", adopted such a writing structure. According to the author, to become a real socialized enterprise, it is not as simple as asking several interns to open an official Weibo to maintain information, but to make systematic adjustment from eight dimensions: reform, innovation, marketing, risk control, organizational structure, customer relationship, communication mode and corporate culture. Accordingly, in every aspect, the author lists the cases of Nokia [Weibo], Disney, Siemens, IBM[ Weibo], COFCO, General Electric, Starbucks and other companies, and lists the emerging marketing revolution from Tamar Weinberg's Social Network Marketing Guide to Hugo Chan's Social Marketing: Everyone has Marketing Power. From Jeff Howe's Crowdsourcing: Why Mass Power Impels the Future of Business to David Meerman Scott's New Rules-Marketing and Public Relations with Social Media, to Don Tapscott and Anthony Williams's Macrowiki: Restarting Business and the World and other classic works. The three authors draw lessons from the viewpoints, data and examples of these works, make use of them, learn from the strengths of hundreds of schools, and establish the ideas of the school, which not only brings the gospel to readers, but also inspires their peers. I remember once communicating with Feng Zongzhi, one of the authors and editor-in-chief of New Think Tank magazine, and learning that he was writing a book similar to Reading Report in the Digital Age. I didn't ask in depth at that time, thinking it was a book review collection.