{Replica} Dr. Richard Heigl on Twittwoch in Munich: Five theses on social media in companies

I've been working on one all week Article via the social media Revolution 2011 Yesterday at Twittwoch in Munich it was all about: companies, social media, loss of control, image problems. Here is an overview of the most important theses.

5 theses on the social media revolution

Dr. Richard Heigl is Managing Director of Hallo Welt! – Medienwerkstatt GmbH and co-author of the book “Social Web”. Yesterday he held one in Munich at the Twittwoch Lecture above "Business inside-out with open source: ways to integrate sales, Marketing, production and support.”

Since I myself could not be there, Daniel Rehn of the talkabout communications gmbh (GPRA) gave me the most important theses per eMail sent what I very much nice found. Thanks for that! Heigl's theses, which are my contribution Corporate culture, social media and quantum leaps: 2011, the year of the revolution? complement very well are in detail:

1. There is never just a problem of companies on the web, but always several, such as control loss, image problems, sales, product development, competences

The books on the subject (advertising)

Heigl rightly said here that companies that venture onto the web rarely have a single Problem but would stand in front of several:

• The usual fear of loss of control (although very few actually have control over what is being said about them, if at all),
• Image problems in perception by outsiders, because no one can say exactly what is actually going on in a company - especially SMEs -
• the distribution, which either sees social media too euphorically as a panacea or considers lazy magic and blocks this form of marketing,
• a product development that has been too far removed from the needs of customers by lack of communication,
• and the (non-) knowledge about the skills of the employees in the company, who is fit for social media.

2. The community can be found (first) in the company and then outside

According to Heigl, anyone who deals with Enterprise 2.0 should not first try to win over external parties, but look on their own doorstep or in-house to see who all identifies with the company and the basis of one healthy growing community.

3. Remove the “inside-outside” barrier: authenticity, competence and multi-channel communication influence perception + acceptance

Discounts for your success (advertising)!

According to Heigl, anyone who opens up to the web should take a look at the entire company in its attitude towards the new Communication set up accordingly. Also means: allow inside views and don't always just cross your arms and don't reveal anything. One should also be allowed to be human (authenticity), Expertise show and engage in dialogue on more than a limited channel. If all this is given, the perception and acceptance also develops in more positive directions.

4. Actually, nothing new happens. Only now it happens consciously and unconsciously!

Clear announcement. There has always been talk about business. But now companies are more aware of it - or ignore it.

5. PR becomes community management and CRM becomes customer-driven

One of the nicest statements of yesterday evening: PR is actually going public again and focuses on relations to/with the stakeholders/the community, while CRM is even more dependent on the customers shaped in order to be guided by their needs and not just strictly by those of the Company.

Top books on the subject

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