I’m closely following the fortunes of my beloved Chicago Bulls in the NBA playoffs right now. They had the best overall record in the regular season and lost just two of the last twenty three regular season games.
So then to the play offs. In round one, in the best of seven series, they won 4-1. As I write they are leading Atlanta 3-2, with a road trip up next. Basically play off basketball is a different game. They’re finding the play offs tough. They’re not like the regular season at all – they sort out the greats from the regular players!
It gets tough in there! Elbows, arms, heads all clash and guys get hurt.
“You have to get comfortable with being uncomfortable’, as coach Tom Thibodeau said last night.
And as I heard him say this, I realised that this is just how brands need to think about facing up to social media.
The social web is a difficult place to be for brands. It’s inconvenient, transparent, random, seemingly out of control. It’s uncomfortable.
But you can’t not show up in the play offs and brands can’t choose not to play on the social web – it’s not their decision. Customers have made that one for them.
So how do you get comfortable? It’s not easy. Remember, winning on the social web doesn’t mean organisational change – it means changing the organisation. It means remaining focused, more than ever on listening to your customers – the right ones, engaging with them, being smart, being human.
Humanising your business mans play off time for many businesses, because the rewards are huge.
Who are the brands that can win in the play offs and go on to win the Championship?