The video clip above is from a recent presentation I did for WordCamp Reno on personal branding and social business. I think this diagram that I adapted from Brian Solis really sums up the strategic imperative of the current business environment we operate in.
Everyone that touches your business is nested in a network of relationships. That has always been true. What's new is those relationships are now increasingly hyperconnected online on platforms like Twitter, Facebook, and LinkedIn. The conversations that occur on those platforms are both archiveable and shareable. This has huge implications for both your personal and business brand.
The number one message every business owner better get when they consider the strategic implications of this new social business environment is the absolute necessity of operational excellence. In today's business environment, you better be damn good at what you do, because if you deliver bad products or poor service, there is no place to hide. People are talking to each other online, and they might be talking about you and your business. If you are smart, you are trying to listen to what is said. If you don't like what people are saying about your business, you better change what you are doing.
This is a great time to be in business for those that are operationally excellent. If you have the right product, in the right place, at the right time, with the right price, and you consistently deliver on promises your customer's value, they will do for you what you cannot do for yourself - endorse you in their nested networks of friends and family online. The archived content of those endorsements can be shared in networks well beyond your own personal reach.
Be excellent at what you do. Hire digital citizens that know how to be professionally personal online. Invest in and impress the heck out of them when they are at work, and provide them systems that they can use to impress the heck out of your customers. Do this and your customers and employees will become powerful ambassadors for your brand.
What do you think? Please share your thoughts in the comment section below!