Change Whisperer – Gail Severini, Symphini Change Management Inc.


Why Social Media IS change

Social Creeper claims it is the biggest shift since the Industrial Revolution (outstanding short video here). Skeptical? The video is compelling – consider these quotes:

  • By 2010 Gen Y will outnumber Baby Boomers
  • 96% have joined a social network
  • Social media has overtaken porn as the #1 activity on the web
  • Years to reach 50 million users: radio 38 years, TV 13 years … Facebook 100 million users in 9 months!
  • If Facebook were a country it would be the world’s 4th largest
  • 80% of Twitter usage is on mobile devices, people update anywhere anytime, imagine what that means for bad customer experiences
  • 25% of search results for the World’s Top 20 largest brands are links to user-generated content – do you like what they are saying about your brand
  • Social media isn’t a fad, it is a fundamental change in the way we communicate
  • 78% of consumers trust peer recommendations only 15% trust advertisements

Social media is challenging and changing: 

  • What its audience thinks and even how it thinks about what it thinks (think about that for a moment or two)
  • The way consumers buy products and services – research, sourcing, reference checking, price comparison, etc 
  • The way businesses market to both B2C and B2B – must become engaging, listen and respond not broadcast 
  • The entire function of Public Relations – it is not possible to control or even shape what is broadcast or published. Must become AUTHENTIC, proactive and responsive

Social media is the Über-user group. For any software provider who once shivered going into a face-to-face Users’ Group, considered providing an online forum but “chickened out” – the genie is out of the bottle.


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