Is business a round peg in social networking’s square hole?

In an industry that can be a tsunami of hype, the humble web industry commentator can sometimes feel like the kid in The Emperor’s New Clothes.

While many wax lyrical about the latest online trend, you sometimes just feel like crying, ‘but he hasn’t got anything on!’

Because as much as social networking is undoubtedly flavour of the latter half of the noughties, the role of business in the phenomenon is shaky to say the least.

Pardon me while I duck to avoid the rotten tomatoes from my industry colleagues.

Business the unwelcome guest

Sorry folks but it’s true. Business is about as welcome among social networks as St Kilda pest Stephen Milne at the Collingwood after party.

Or put simply, not welcome at all.

Yes, social networking is a revolutionary communications development, but the point that many pundits are either forgetting or deliberately avoiding, is that social networks are about people, not business entities.

The whole point of social networking is that it is a fantastic way for real individuals to share news, stories, pictures, music and so on, in much the same way that they do at a party or a pub.

And how often are businesses (as distinct from the individuals who work within them) invited to a party or a pub? Never.

It’s about your people

In fact, businesses are pretty much antithetical to social networking. People are at the party to forget about most work matters. They’re there essentially to connect and to have fun.

Sure, business may be a topic of conversation, but it’s controlled by those participating in the conversation. In other words, business is a topic, not a guest.

So the notion of ‘businesses’ operating Facebook pages, tweeting and so on is simply inappropriate within the context of social networks.

It’s about Barbara, not the bank

Lets take a major corporation like the Commonwealth Bank for example.

As I write, a total of 243 people ‘like’ their ‘Organisation’ page on Facebook. 243! That’s about as many people who would be snoring in synchronisation while their latest TV ad is airing.

On the other hand, an individual (albeit a fictitious one) in the ANZ’s ‘Barbara’ is ‘liked’ by 69,241 people.

Sorry Commonwealth, but you’ve been whopped by an advertising agency who is clearly much more savvy to the way people communicate than yours this time round.

But it clearly illustrates the point.

In Facebook, fun and interesting individuals are far more welcome than a crusty corporation.

So is there any role for business in the race for social networking domination?

But business people are welcome

In much the same way as individuals connect at parties, real world corporate functions may well provide some clues.

At corporate functions like those held at racing marquees, balls, awards nights and sporting events, invited individuals network as representatives of their organisations with the express purpose of promoting and maintaining new business.

Businesses recognise that they need to host or participate in these events so as the individuals who represent them can build relationships with customers, prospects and suppliers so as to promote a more prosperous working relationship leading to more profitable businesses.

So is there an online equivalent of a corporate event? And if there was, can it be as effective?

Conducting corporate conversations

While it’s hard to re-create the joie de vivre of many corporate events online, parallels can be drawn between these events and different social networks.

For example, Tweeting or posting a Facebook message about a given topic can serve much the same purpose as a conversation between associates at a corporate function – but most likely without as much social lubrication.

And one of the most valuable posts a businessperson can encounter, is a call from an individual looking for recommendations for suppliers.

So there are now many benefits that business can gain from having their (relevant) staff engage in social networking.

But what’s patently clear is that it’s about the individual – not the business they represent.

That means leaving ‘traditional’ websites as the online representation of the business and leaving the social networks to the individuals who make it tick.

In addition to being a leading eBusiness educator to the smaller business sector, Craig Reardon is the founder and director of independent web services firm The E Team which was established to address the special website and web marketing needs of SMEs in Melbourne and beyond.