12 Rules For Bringing 'Social' To Your Business | SocialComputingJournal.com

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12 Rules For Bringing 'Social' To Your Business

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Rarely do I take a negative viewpoint on new developments, especially in technology. But lately, with the seemingly runaway rise of highly successful social networks like Facebook and Twitter, it's become clear that adding the word "social" to virtually any product or service has become the current marketing trend du jour, often to the detriment of the consumers of those offerings.

While this inevitably happens with many new developments, particularly in the highly fad-driven technology industry, it does unfortunately quickly rob important new concepts of their original meaning and implications. Worse, it misleads those who are seek to understand, access, and apply the concepts that have become so singularly successful and which drove so much interest.

The social meme has now fallen prey to this and frankly it's at serious risk of losing what makes it special, at least in terms of the modern 2.0 era. All of the new uses of "social" in the online world: Social media, social marketing, software software, social networking, and so on, can be -- and often are -- extremely potent new methods for creating value with human relationships over the network. They can represent truly important, even revolutionary, new changes in the way to we interact with each other in our lives and businesses. As long as we can still discern how and why they do this, that is.

What makes modern social systems unique is not-so-slowly being leached of its very uniqueness and value because what makes them work well is frequently becoming so diluted or just outright ignored that almost any communications product, new or old, effective or ineffective, is now being heralded as "social."

Unified communication

is just one recent example of this. Claims that you can use a ...

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