How important is influence in social business? In the business as a whole? Influence is the reason anyone does anything – to influence others or to be influenced – which is how any person or organisation evolves. This is why we socialise, why we tweet, blog, talk, or go to the pub – to communicate our influence or to expose ourselves to new ideas.
Influence is thinking something you otherwise wouldn’t have thought, or doing something you otherwise wouldn’t have done.
When thinking about social business you need to think about how your organisation influences others, internally and externally, postively and negatively. Reputation management, brand management and even social media management is shepherding influence, and ensuring the opinion of your organisation is conducive to the values you hold. If sentiment is negative, you have failed in this.
There is influence in everything any organisation does, and sometimes what it does not do.
Philip explains how social business borrows its ideas from nature – an ecosystem is maintained because species within it constantly adapt and learn from the environment in order to thrive and survive. Seeing your business as one that is shaped by the world around you is the key to success – in social media and otherwise. When thinking about influence it shouldn’t just be about marketing, social media or brand management but across everything – R&D, Sales, Production, Logistics, PR, Customer Care…
Every organisation, in its entirety, has evolved through influence and being influenced.
Influence is the core in social business, it shapes why and how an organisation behaves in relation to ‘stakeholders’ – whether they be internal and external. Influence makes decisions and shares ideas, which is what social is all about.
See also: How to Identify Online Influencers and Why Influencer Marketing Scares the Pants of Advertisers by Nicolas Chabot, Traackr.
See more clips from Social CRM 2013 here.