Tips on Open Innovation and Social Media
The UK’s The Guardian newspaper is offering its small business readers a series of tips on how to make the most of social media communities to innovate.
Social media is more than a tool for customer engagement. It can benefit companies by giving them access to smart and creative individuals who are willing to share ideas with brands they believe in.
Though the potential is great, the complexities involved can be cumbersome, such as dealing with many fragmented conversations happening at the same time.
To make the most of the social media crowd The Guardian first and foremost suggests studying the examples of big brands that are using social media well. Although these companies have access to huge resources a number of lessons can be learned. These include:
- Focusing attention on those social media areas where interesting content is likely to appear.
- Cultivate communities in one or two social media channels.
- To engage a loyal crowd, concentrate on providing them with high quality, relevant content that is going to interest them, not marketing messages. If people receive a benefit (access to excellent information) they are more likely to reciprocate and get involved.
- Encourage ideas by asking questions, and then keep the conversations going. People are more likely to submit ideas when they know they are being listened to and valued. So respond to comments, suggestions, and feedback.
- Be prepared for the downsides such as vocal contributors who don’t have much to say. Respond professionally.
The article was written by Magda David Hercheui, a senior lecturer in project management at Westminster Business School, and editor of New Media Knowledge. You can read it in full here.
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