In my very first post on this blog, I wrote that "social media is about change management. It's really about changing the way you do business." I went on to argue that "integrating social media across the many customer touchpoints (not just the website and phone system, but every single employee of your company) requires a new way of thinking about your business. In reality, it needs a few key characters. In that vein, and with all due respect for the Social Media Breakfast, the Social Media Club and John Hughes (and with all credit to Adam Zand, who first mashed up social media and high school and who lately specifically mentioned The Breakfast Club), I offer:
- "The Change Agent" When you first look at the change agent, he might seem like "The Criminal." He's not satisfied with the status quo and is willing to go to lengths to challenge the system, even if it causes a little trouble. But he's a necessary character in the Social Media Breakfast Club.
- "The Champion" Call him "The Jock" if you want to, but you're still going to need him, because he's the guy who can rally the troops and, if necessary, force some of the change that needs to happen down the team's collective throat.
- "The Creative" She might seem like "The Kook"or "The Basket Case" to some, but that doesn't mean you should lock her up and hide her from the world. Tap into her creativity to help lend some authenticity and originality to the content that you develop.
- "The Nerd" While social media is getting easier and easier, it doesn't mean that throwing a little technology savvy at it can't significantly improve the end product. Tap "The Brain" -- or find your inner nerd -- to work with The Creative to find some news ways to do old things, and maybe even some new brand new things!
- "The Collaborator" She may seem like "The Princess," but she's not as stuck up as she seems -- she's just intensely aware of what others think and feel. In reality, she's an incredible collaborator, and can be great at finding and working with others to achieve a common goal.
None of these characters can, by themselves, succeed at implementing social media across an organization. But together, they can find common ground and work to make a much better place for everyone.