Everyone knows that social media is here and now. Everyone is talking about the impact it can have on business, how consumers are changing their behaviour – becoming more demanding as a result of mass adoption. We hear how brands and services no longer just sell, but must open the lines of communications.
Despite this, the implementation of social media in many traditional consumer-focussed sectors is woeful. Let’s take one industry close to my heart – public transportation – and compare it to other sectors. Companies in this sector are failing to grasp the impact – positive and negative – that Facebook, LinkedIn, Twitter, and other forms of social media can have. They don’t see that they are more than just communication channels to travellers. Most organisations in this sector have yet to catch up to that reality, and almost none take full advantage of it. The bottom line is – they must.