3 minute read
The Social Strategist
THE SOCIAL STRATEGIST
By Eric Doyle
From task-based to business risk.
In previous editions we’ve spoken about your sectors Digital Twin.
How Digital channels have opened new ways for us to grow our businesses into new markets and new locations.
We have discussed how the traditional rules of commercial engagement in this Digital Twin differ from what we’ve known and how to generate the types of results we need.
We have discussed how Social Media is the access point for your sectors Digital Twin.
Many believe that this means simply posting content on LinkedIn, but the issue is more complex and requires deeper, strategic thinking.
We use Social Media for our businesses to achieve 3 main things:
To build networks and communities: Turning connections into meaningful, supportive, and engaged sector communities. Building the Digital Twin of our sectors around us.
To gain algorithmic edge: Ensuring that our teams’ profiles, content and activity are tuned to give us the advantage over our competition.
To train the internet: When the internet is asked a question that you need to be the answer to, it offers your profiles and content as the answer.
We then use this to truly understand out markets, gain access to those markets, gain solid credibility in those markets and turn all of this into relationships that we can convert into commercial interaction.
If we want to be known for something, if we want key people to fully recognise that we understand their issues and can solve their problems, me must employ an all-encompassing Media strategy that delivers results and this means a lot more that simply posting every now and then on LinkedIn. This is about achieving Digital Dominance in your sectors.
Recent studies have shown that 98% of CEOs say they need to overhaul their business model within the next three years.
This is not purely downsizing; this is a complete rewiring of the crucial elements of how we operate all aspects of our businesses.
How we prospect, how we network, how we close business, how we deliver and how we grow.
In these times of disruption, that many refer to as a ‘Polycrisis’, a collective term for interlocking and simultaneous crises of an environmental, geopolitical and economic nature, we must ensure our commercial processes are efficient and effective.
Efficient, in that all of our efforts are measurable and can be attributed to meaningful results.
Effective, delivering what we need to meet our business plans.
To get to this place, we must ask the questions and address the hard hitting business truths.
• Are we where we need to be with our media plan and activity...?
• Are we building networks and communities within our sectors?
• Does our Media activity give us algorithmic edge?
• Is our Media activity training the internet?
In 2023 we must know, without a question, not based on gut feel or ineffective data, but based on facts, that our commercial engine is driving meaningful business results.
