Frame It Bigger:
[Via chrisbrogan.com]

What would you say some of the biggest communication challenges your organization faces? How would solving or improving any of these better your business (or organization)? What does your customer (even if that’s a b2b customer or an internal customer) need the most from you, and what does your organization need from your customer? How can you improve your customer’s life (in any way)? What would simplify any of your customer’s challenges?

And from these bigger questions, can you find a smaller action? Can you find the miniaturized first step that would bring you in any of those directions?

Photo credit Jurvetson

So often, social media are portrayed as a bottom-up phenomenon. The individual take control of their own needs using these tools. This is certainly one approach that is hard to stop because the tools are so easily implemented and used.

But a larger, more strategic approach can also be extremely useful. This takes a longer, more top-down view to see where the holes exist. Bottom-up approaches can leave gaps between what the user wants and what is also useful for the organization.

Answering these ‘big’ questions can be as useful as answering ‘little’ ones. The organization just has to make it part of their process.

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