Are you looking for the solution to a business problem? Do not start a social media plan … by Bertrand Duperrin

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Despite a clear improvement in the general maturity on the subject, we continue to hear too many cumbersome approaches such as ‘if you do not use social media, you will die’. Not only does it irritate the systematic nature of the discourse applied to all topics, decision makers and damages its credibility, but it also misleads them. To say that social media is the only way to achieve something leads to building strategies centered on the use of the tool instead of building strategies to solve a problem. A tool will never help execute a plan that does not exist.

Clairvoyant as usual Luis Suarez said some time ago “Do not start with the tools, they are not your final destination”. I’m sure that everyone, unlike two years ago, ends up integrating and understanding this view, and that even publishers admit it, even though it is sometimes against the nature of people living off a sales license that the product only is part of a more global process of change.


The small world of social media believers is still fishing for too much proselytism. The question is not so much the correctness of the discourse as its systematic and manic character. Take any business question, it just has to get a little modern for us to have the right to “If you do not use social media to ……. Risk your business….” Refusing at will: “If you do not use social media to innovate, involve your partners, share, communicate with your customers …, your business risks dying, becoming obsolete, losing its customers ….”. You will see that tomorrow it will be necessary to use social media to repaint the reception.

A speech that gives credibility issues … and that is in a way misleading because it is partly false.

First, a credibility issue. Decision makers have been hearing this kind of discourse for a few years on all sorts of conceivable and conceivable topics, and their systematic nature tends to annoy and affect their credibility. For every problem, they will be told that they need to use social media to solve it … so it should come as no surprise that they are no longer aware of it because they not only expect to be told, but in addition transform that world from the small world of social media to a sect that only preaches to its parish at all times.

Remember our youth. And the talk of parents trying to get us to eat things we do not like. “You have to eat this to grow / not to be sick / to be good at school / not to be tired”. When we felt a little sick or weak, we guessed the answer, even before we had mentioned our problem. And logically, it annoyed us or made us smile, but never made us consume the hated food.

But there is worse: the speech is false. Let’s put it bluntly: To say that if a company does not use social media to innovate, involve or whatever, the worst things will happen to it, is an intellectual scam. You have a problem with innovation, the involvement of your partners, so install a suitable platform and wait … You risk waiting a long time before something happens.

There are companies where the social climate is in good shape, innovative companies, companies loved by their customers … and who do nothing with those tools. What does it mean ? That before you use social media to do something, you must first decide to do something, build a strategy to get there and see how you execute this plan. And it will often happen that the famous social media acts as an element of this device. But only one item. Businesses that succeed without today will definitely get there one day, but they have time because they already have the right strategies to solve these problems and are not waiting for a magic tool to achieve goals that have never really been addressed. for as many reasons as they are. varied … (and not all can be recorded)

Never will social media help you execute a plan that does not exist, in the service of a strategy that no longer exists, to achieve a goal that boils down to a word or phrase that we hoped for self-instructors .

You want to innovate, involve your employees, make better use of your knowledge, etc. Start by deciding to do so and build a real plan to get there. Then look at the tools needed to execute the plan. You can get there without social media in some cases, in others they will allow you to overcome certain blocking points, in others eventually make it radically better. But if you start with the idea that if you do not use social media to get there, you will build a strategy around the product and not at the service of your problem, and it will be doomed to fail because you will wonder , how to do it adopt the tool instead of getting it to serve the people who serve your strategy.

General Electric, for example, had a long-lasting, efficient problem-solving device that had been used “in real life.” Their internal platform only increased the bandwidth of said device. They used social media for a real plan. The device makes sense for the tool that enhances the way the device works. But without the device, the tool is nothing. And similar examples are legion.

Social media are catalysts, accelerators, tools that can make things infinitely much easier. But they will never support a plan that does not exist. Their use does not solve any problem in itself and will never avoid seeing problems in the face.

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Photo credit: Benjamin Boccas

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