5 Things You Need For A Successful Social Strategy

Character. Most organizations have no character, in the traditional sense of the word. They'll never stand up for what's right, noble, or true. If they were a hyper-Dickens character, they'd be Ebenezer Scrooge squared. The character strategy utilizes social tools to help an organisations develop a moral compass, often via ethical accelerators. 

Control. Most organizations are run by bosses. By contrast, an organization with a social control strategy radically decentralizes decision-making, giving the control that was formerly vested in echelons upon echelons of managers directly to people, communities, and society. 

Creativity. Most organizations are, from an economic perspective, brain-dead: they are unable to come up with newer, better ideas consistently and reliably. The result is that they defend old ones tooth and nail: a formidable source of antisocial behavior. The creativity strategy hinges on utilizing social tools to explode how imaginative organizations are. Lego's social approach to toy production and consumption has turned the table on its rivals, by giving Lego the capacity to be more imaginative than they can be.

Culture. Culture is how an organization makes sense of the world, a set of assumptions internalized by all its members. Most organizations are the cultural equivalent of stone age tribes: focused on "the hunt," "the kill," and what's for dinner today. Like stone age tribes, they're fractious, unproductive, and easily broken. In the culture strategy, social tools are used to help an organization make better sense of the world. Accountability, roles, tasks, processes, incentives — that's what shapes culture, and in the culture strategy, social tools are utilized to reconceive them.

Clarity. The clarity strategy is perhaps the simplest. Most organizations are flying blind: they have limited visibility about changes in the marketplace. Social tools are a powerful way to gain clarity: better, faster information about what's happening not just in the boardroom, but in the real world.