This morning I saw a brief post by David Armano entitled “The Social Business Manifesto” and I thought it would be good idea to repost the manifesto here as it embodies many of the points we have shared on the topic of how businesses can and should use social media.

Here is the Manifesto:

• We will no longer view you as “consumers”.  Instead, you are co-creators, participants, and advocates.
• We will actively listen, and participate authentically because we know you demand nothing less.
• We will meet you on your terms, not ours.
• We provide value, not noise.
• We will evolve our workforce to meet the changing demands of a networked economy.
• We will focus on your needs vs our messages.
• We will build relationships that connects us in ways where we all benefit.
• We will act ethically and transparently, because it’s no longer a choice.
• We will respond to changes quickly—we will adapt.
• We will move forward with you, not without you, because you are our future.

This in essence encapsulates the cultural change that must happen inside a business in order to successfully integrate social media.  A cultural shift is not easy and its important to understand that this is a process.  In our experience the best place to start this process is inside the business.  If a business were to take this manifesto and apply it to the way the organization operates internally first, then it would be easier to live and breath these principles when engaging with consumers and the public at large.  These principles should become part of the DNA of the company.

You may also reading Social Media earthquake – will you business remain standing? where we discussed the need to make changes internally first.