Social media changes the very fabric of corporate competition.
It used to be that your competitors were the people that sold similar goods and services, or operated in the same geographical area. No more.
Now, you’re competing with Coke. With McDonald’s. With Chevy. And Zappos. And Jet Blue. And every other company on the planet.
This is becauseconsumer interactions with companies are jumbled together like a real-time gumbo. Your status update is located in-between updates from other company’s “liked” by that consumer – not to mention updates from friends and family. The same is true on Twitter, where your tweets are sandwiched between Bieber musings, Breaking News, and God knows what else.
The email inbox is also a battleground, with your special offer competing through theattention aperture (as Brian Solis calls it) with Nigerian Prince scams, Amazon recommendations, and Linkedin “don’t forget to connect with this guy” nudges.
The reality is that the social and email behaviors, restraint, and adherence (or lack thereof) to best practices on the part ofEVERY OTHER COMPANY IN THE WORLD impacts YOUR success.