In most cases the answer is yes.  CPG companies, retailers, service providers, are all using social media now for a plethora of purposes, be it research, customer service, or to drive sales and increase audience participation.  There are however some corporations that are historically slow moving, and they are adapting their communications structure to fit into the social realm at the expected slow pace.  This industry, is the energy and oil industry.  For these purposes, I don’t mean start up, and green energy companies, but old school BIG OIL.

In some cases I have seen the likes of Exxon Mobil put social media duties in the hands of outsourced consultants.  This strategy is one, in which a large corporation entrusts an outside expert to handle a new technology and communication channel.  This is good, in that it recognizes the legitimacy of Social.  On the other hand, Chevron for instance has embraced social as a way to reach and teach consumers about renewable energy, and introduced us to Energyville, an online game that teaches people just how much goes into powering a city.  Finally ConocoPhillips, although a little late to the game and appears to be internally embracing social media, and working to hire not only a Digital Strategy manager who will spearhead social media initiatives, but a team to handle this new channel of communication.  Way to go!  Naturally, there are also some other players in the space, making social moves as well.  Sunoco, and their NASCAR heavy twitter page, (a story in itself, it is poorly branded, not optimized and incredibly hard to find), and Hess, with a fun holiday inspired Hess Toy Truck Facebook initiative.

All in all, the industry seems to be moving forward in the right direction.  Although it clearly lacks the focus and real intent that other industries have had as they charged into the new space.  I will go into some more detail later, as I have stumbled across some interesting industry insights while performing Energy/ Oil industry research at Visible Technologies.  In the meantime, take a look for yourselves!  EnergyOil-Benchmark Sample

Moving forward, in order to increase transparency and engage in a constant two way conversation with consumers, enterprises must increase the number of functional communication channels.  This is not only a tactic for increasing transparency and reputation mangement, but a way to build a loyal customer base. (People who know they are being heard and brought into the ring by an organization find it harder to leave the ring of inclusion if all of their needs are being met.) The first step in increasing the lines of two way communications between enterprise and customer is the embracement of new technologies such as social media.  You must go to where your consumers are.  Putting yourself out there as an enterprise goes a long way opposed to a consumer having to go find you!

By increasing your lines of incoming consumer insight can be likened to adding spokes to a wagon wheel.  If most enterprises today have 4 spokes, in the future they need to addnew avenues, thus adding new spokes.  Gathering data from consumers conversations on the internet is a first start.  The second aspect which finalizes the new spoke, would be turning every new spoke into a two way channel.  For instance, gathering market intelligence via the internet is a good start, however engaging one on one or in groups with consumers ads not only to the repor, but the transparent nature of an organization.  The main idea here is the maximization of two way communications channels.  The more the merrier.  As people and organizations change, it is imperative to not only be ahead of the curve when it comes to adopting new technologies, but truly dedicating your org. to maintaining all lines of communications.

Suggestions:  don’t just look at and gather info from forums and blogs, interact with you consumers directly.  Go to them.  Does your website have a customer service line or e-mail on it?  If so, ad a twitter extension too.  People want answers immediately.  Maximize your communication channels.  For a good example of this, take a look at the Nissan Leaf homepage.  And by the way, if you don;t have a company blog or twitter handle, get one.  What are you waiting for?

Locally owned and operated businesses are the backbone of our nations economy.  Entrepreneurs and small business owners create new avenues through which our nations dollars flow.  Why is it then, that these small shops who may just be doing something absolutely right, not get the attention they deserve or need to stay afloat.

Small neighborhood advertising shops are a perfect solution.  I like to call them Pop-Up Shops.  They can be partially subsidized by neighborhood business bureau’s, local colleges as a training ground for their students, or funded via a grant. Since the owner would not incur a full set of costs, they can more easily “Pop-Up” where they are needed by others.  Providing quality creative and strategy in a subsidized work space allows Po-Up Shops to do work at a price that is reasonable and yet profitable for the small, local business owner.

Interestingly enough, the idea of a Pop-Up Shop can be expanded and franchised, or simply expanded.  Imagine that!  This is a great way for young upstarts to get going and start working their craft, especially now that the economy is suffering at the hands of the recession.  Nowadays lower prices for services can be bartered with things of value other than money, including product, time and whatever else.

Whadya think?

Now that is great.  I consider myself a hard worker.  So do many of my friends, clocking 50+ hour weeks at their jobs.  This is good.  All the people I know who graduated with me in June who actually have real jobs are hard workers.  We hustle.  Then again, I know individuals who are old enough to be my parents age, who work 50 and even 60 hour weeks.  They are dedicated and hard working, and yet, someone like me or my pals could potentially have their job in the next year or 2 or 3 down the line.  I suppose it is all about your expectations of what you want to be.  And yet, there must be something more.  And I think this is something that in addition to working hard day in day out really makes a difference and set apart some individuals from others, yearning for knowledge and identifying opportunity.

Since graduating I haven’t been able to quench my insatiable thirst for knowledge!  Learning is fun when your not getting graded on it!  Think about it, try and learn as much as you can about as many things possible.  Think of all the smart successful people you’ve ever met.  They weren’t just smart at one thing were they?  Probably not, some of the smartest entrepreneurs and business men I know are the kind of people who describe something as “Paleolithic” when I would just say “dang, that’s old.”

“Identifying opportunities” is the kind of thing you’d hear in entrepreneurship 101.  I can see it now, a brainstorm session to see what need you could fill in a market, plan your attack…and STRIKE!  No, I’m thinking more like know where you are at, at all times.  Step outside yourself (constantly) and evaluate EXACTLY where you are, so that if and when an opportunity comes your way that indeed, upon evaluation provides you something better in the long run, you recognize it.  You don;t want those opportunities slipping through your fingers, there are only a few big moments that can make or break a man…or woman.  :)  (this is a PC blog).  And please….If you see the opportunity, have the balls to take it.  THAT my friend, in addition to hard work is what makes some of us successful.  (I hope)