How to Use Social Strategies to Drive Business Goals

Brian Solis

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Brian Solis

Brian Solis, Altimeter Group @briansolis

Brian Solis, principal analyst at Altimeter Group, joins the Social Pros Podcast this week to discuss the biggest challenge most businesses face when integrating social media and social business, plus his views on narcissism and how it affects businesses’ abilities to reach people.

Read on for some of the highlights and tweetable moments, or listen to the full podcast.

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Tweetable Moments

“We could just be a stodgy, traditional research firm. Instead, we’re continuing to experiment. Everybody benefits in the process.” -@briansolis (click to tweet)

“The culture of the organization is what prevents or accelerates innovation.” -@briansolis (click to tweet)

The Seven Success Factors of Social Business

Screen Shot 2013-08-16 at 7.45.36 AMBrian is a part of the Altimeter Group, an open research-focused analysis company, and he helps conduct studies and analyze the research that is made available to the public for free. While he talks about the value of many of these studies, he also mentions the amount of negative data that is uncovered. No matter how much businesses are celebrated for being amazing, Solis says, so many of them do not attach their social media functions to real business goals, and this is a major problem. Instead of focusing on what businesses were getting wrong, Solis and the founder of Altimeter Group, Charlene Li, have tried to put a positive spin on their findings in a new ebook called “The Seven Success Factors of Social Business Strategy”.

As organizations begin to bring social strategies and tactics into their operations, the biggest challenge is the holistic aspect of the integration because it’s no longer about simply “doing social media” it’s about being a social business. “You start to realize that the promise of social isn’t in the technology,” Solis points out, “it’s in the fact that you open your doors and sort of reintroduce that idea of old-school business.”

Designing an Outcome

Jeff asks Brian to discuss a common theme in much of his writing, the notion of “accidental narcissism” and what it means in terms of social media and business strategy as a whole. The idea that people can share anything at any time has made the space extremely noisy, so companies are forced to think more strategically about how exactly they want to reach their customers. Again, it’s the end-goal that is most important here, not the tools or tactics that go along with social media. Ultimately, as Solis explains, “When you link aspirations to business goals and customer relationships, you now have a mission and a purpose that allows you to transform in a much more meaningful way.”

Social Media Stat of the Week: Marketing Teams Need Understanding to Succeed

Jeff shares an infographic that eCornell has put together using data that they have collected from surveying business leaders about what they feel they need to succeed in marketing. 92% of those researched said they need a better understanding of their target market in order to succeed. They also show that companies who spend $1,500 in training for employees have an average of 24% higher gross margins and 218% higher employee revenue. These are some seriously compelling numbers to keep in mind when it comes to advocating for ongoing employee training.


Holy Social! Gvidi

Zena tells us about a new app called Gvidi, which means “guide” in Esperanto. Gvidi is known as “Your personal guide to restaurants & cafes,” available in the Apple and Google Play stores for free download. The app is similar to Foursquare, but with more social data hooks, and it gets better at recommendations as you feed it your information over time. The more of your social profiles you tie it to, the more accurate its personal recommendation engine becomes. It has some other great built-in features as well, including an algorithm that analyzes your tastes against restaurants in the area, plus maps and directions to places you are recommended inside the application. Learn more about Gvidi here:

Four Your Information

Even though Brian had to leave the show a little early, he will still able to text in his preference for who he wants to have a Skype call with. Brian chose Stowe
Boyd, a self-proclaimed “loud mouth” researcher who coined the terms “social tools” and “hashtag”. Stowe uses his anthropology background to study business and media, and can be found writing and sharing at

See you next week!

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