< ![endif]--><!--[if !vml]--><!--[endif]-->Social Media applies to strategy, learning, understanding and executing, not just marketing.

It appears as though marketers and advertisers are consuming the conversations with methods and madness about social marketing Businesses are responding and buying the marketing hype while ignoring the fundaments of the landscape of human behavior intersecting with social technologies.

An article titled “ A Different Perspective On Social Media Marketing by Joe Marchese states “Doing “social media marketing” right is a different story entirely. The landscape and the consumers have changed, but known and comfortable ways of doing advertising have not (yet). Advertisers are coming from a world of meticulously crafted brand messages being blasted out at people through one-way media like TV, print, or radio — to a world where consumers can tune it all out at the press of a button.”

“But “scale” is not necessarily as important as it once was. Advertisers coming from a world where “reach and frequency” was a success metric need to realize that in this new world “scale is out and impact is in.” In other words, buying billions of impressions online — where click-throughs amount to no more than a “rounding error” and the number of people who recall seeing the ad, let alone remembering the message in the ad, can hardly be measured on a logarithmic scale — is not impactful.”

The article highlights three implications for marketers and advertiser which emphasizes the following proclamations:

1. Be useful.
2. Make a social media commitment.
3. Read and react in real time

Is It More Than Marketing?

Social Media applies to four critical business elements required to succeed in any market. Appling the use of social media and related technologies to the achievement of business results presents a new management paradigm that requires a new mindset. . The four critical components include:

1. Defining sustainable strategies and related organization initiatives aimed at building sustainable relations
2. Learning “how to effectively and efficiently” use and apply social technologies to achieve the strategic objectives
3. Understanding what you need to do to get what you want
4. Executing “social transformation”, both internally and externally, to achieve what you need to do to get what you want

Social Media Applies to Results
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The result of applying the four critical components is quantitative success that drives your business forward in the Era of Social Computing. You will be surprised at what kind of results you can produce. Surprised pleasantly if you successfully apply the previous components. Surprised by negative results if you don’t.

What say you?

A structure never before experienced and whose dynamics change all the old rules and paradigms of problem solving.

To better understand this new dynamic we must try and define it using a combination of words from our old dictionary.

The dictionary defines solution as:

1. An act, plan or other means, used or proposed, to solve a problem.
2. (business) The act or process of explaining or proposing an approach to solving a problem.
3. (chemistry) A homogeneous mixture, which may be liquid, gas or solid, formed by dissolving one or more substances.
4. (mathematics) The answer to a problem.
5. (law) Satisfaction of a claim or debt.

The word social has come to mean a lot of things but the basic definition is:

1. characterized by, or inclined to living together in communities
2. Of or relating to the structure, organization, or functioning of society.
3. Something worked out to explain, resolve, or provide a method for dealing with and settling a problem.

Thus we’ve coined a new word, “Socialutions” having the definition of Tpeople, communities and organizations leveraging technology to interact with people for the purpose of solving problems. The act of working together with others to create new solutions to old paradigms of communications and interaction without boundaries and with limitless reach.

This definition best defines the new paradigm of problem solving and finding innovative solutions through social exchanges. Socialutions redefines organizational and institutional methods used previously to manage people, groups as well as customers and suppliers.

When a new method or paradigm is introduced the old methods and mindsets must be thrown out in order for the new method to truly be optimized. Optimization of knowledge comes from collaboration of many and wisdom can come from the crowds. Yesterdays solutions to customer service, product development, human resource management and a host of other traditional organizational processes are being turned upside down and inside out.

For the old to adapt and flourish in the new paradigm they must understand the dynamics, the tools and the methods of Socialutions. Otherwise any attempts to leverage the new paradigm by forcing it to fit into old methods will create social rejections and the old problems will remain however the results will be worse than previously experienced. Why? Because people don’t like being tricked into something that isn’t real, social and involves them in finding solutions.

Companies must begin to define Socialutions to their existing and future problems before the problems become a social and PR nightmare. Socialutions is about uniting relations aimed at a common purpose. More, a lot more to come concerning aodption of Socialutions.