When I was thinking about launching my new consulting business, I thought about and then rejected the idea of positioning myself as a social media consultant or a social media strategist.
A big part of the decision was based on the belief it might be difficult to carve out a business based on just social media given that many Canadian companies are still thinking about or just dabbling with social media.
In hindsight, it was the right decision because while I do some social media consulting, I’m doing far more work in helping companies with their marketing, communications and branding needs – some of it basic blocking and tackling before they can even think about embracing social media.
I was thinking about this decision this morning during a panel at BlogWorld Expo after listen to several speakers, including Sysomos’ Aubrey Podolsky, Radian6′s Amber Naslund and Techrigy’s Connie Bensen talked social media issues such as crisis management, customer service, community growth and sentiment.
My sense is that U.S. companies are embracing and using social media significantly more than Canadian companies. As a result, there’s more business for social media consultants, strategists and social media monitoring services. If you’re a social media consultant or strategist, you can probably make a good living south of the border.
In Canada, we’re enthusiastic social media users, which explains why Facebook and Twitter are so popular. And we’ve got a great and engaged group of social media evangelists who are more than happy to talk about social media, and the amazing benefits it offers. Hence, all the conference, meet-ups, etc. that are happening.
But we seem to be doing a lot more talking than walking in Canada. Canadian companies are either not thinking about social media at all, they’re thinking about it but not doing much, or they’re just doing a little but not much.
Maybe it has to do with the fact Canadians take longer to embrace new online concepts despite the fact we love high-speed Internet access. It took us longer to embrace e-commerce, for example. And we were arguably slow in getting on the blogging and Web 2.0 bandwagons.
So maybe it’s just a matter of time before social media really takes off in Canada and, specifically, among Canadian companies. When they’re ready, the good news is there’s a growing number of people who can help them navigate the social media landscape…including yours truly.
Here's another (far-fetched?) explanation: the recession. The US was hit harder than Canada. This left those south of the border with more time to dabble in SM, see the light and spread the word. On top of that, US firms had to reduce their traditional advertising spend but have maintained or increased online spend. Add the American flair for risk taking and you've got a good milieu for Social Media to take off.
My sense is that U.S. companies are embracing and using social media significantly more than Canadian companies. As a result, there’s more business for social media consultants, strategists and social media monitoring services. If you’re a social media consultant or strategist, you can probably make a good living south of the border.
You should consider yourself fortunate to live near the border. What Canadian consultants could do is to offer cheaper rates than the Americans.
if corporate social media is to flourish in canada it needs to be removed from the hands of marketers. marketing in this country is and will only ever be about messaging. social media is about listening and learning. customers and citizens in canada are way out in front on this and companies in canada – which generally provide lousy customer service (vs US companies) usually because they do not want to be bothered listening – are lost. these are huge generalizations i realize, but it's a start. If the social media budget is in the hands of the CMO, forget about it. Let's keep in mind social media is a threat to corporations/companies/institutions. Not a perceived threat, an actual threat. Can't message your way out of that corner.
Great post and so true. I couldn't agree with you more about positioning yourself as a marcom and branding strategist. Social Media is being hyped right now but will simply become an everyday part of marketing. Where companies continue to fail is in developing a comprehensive and integrated strategy that incorporates social media rather than relies on it entirely.
Sadly, a great deal of time has been and will continue to be spent on educating the Canadian marketplace re Social Media with little money changing hands between teachers and students.
It was the same with e-commerce ten years ago. I worked for a Canadian software company specializing in e-commerce software. 90% of our revenue came from the US. It was only after three years of validation in the US that we started making real progress in the Canadian market.
Here is a real quote from a Canadian SVP with a brand that you know … "We are not adopting social media and if we were, that decision would be made in the US." Remarkably this comment was made in an email on an introduction thread initiated by an influential who is well connected to journalists.
What insights does this contain?
The SVP has no fear that the comment will reflect their lack of initiative, their knowledge, their lack of responsibility for the Canadian market – they perceive no threat. Even if they are sick of getting too many introductions to talk about social media, why put a comment like this in an easy to spread email to a hack & a blogger?
Perhaps some demographics at work in Canada that heighten the new digital divide? http://bit.ly/DrRui Clearly there are very tightly bound social networks in pockets across Canada that make this guy feel safe and can stifle innovation. http://bit.ly/ysjB
I don't think the recession has anything to do with it. Its cultural. We are spending billions to cope with the recession & the most imagination that we can show is digging ditches (uh, oh … building infrastructure) & spending $1.4 million per job to save GM.
Andrew – I think that you are saying that social media with become completely integrated into marketing. I agree. Marketing is being completely re-architected because of social media.
Global leaders are adopting Enterprise 2.0 right now. http://bit.ly/ePgs
Gov 2.0 is happening. http://changecamp.ca
Predictions Markets are being put to work. http://bit.ly/CNUXt
But Mark is right – Canada is not leading or even fast following.
Our SVP working for a big American brand is not really the problem. 95% of the Canadian economy is driven by small business that has difficulty adopting to radical change like we have witnessed since broadband over took slower connections in 2004. How about a government tax break aimed at helping these businesses scale to the global opportunity instead of encouraging me to use my own money to paint my house?
Great post, I think this is another symptom of a larger issues which is a continuing failure by general brand leadership in Canada to innovate on any front weather they have the authority to or not. As Andrew said, ecommerce came out of the gate slow, even in-spite of the astounding number of successful examples from markets around the world. And even more concerning retailers such as Canadian Tire, The Bay and others have recently abandoned their ecommerce programs rather than transform their organizations to embrace it.
I also agree with Brian in that many of these decision makers are only interested in “buying” message through channels they've used over and over for decades and are failing to recognize let alone accept that the priority and nature of societies communications channels have changed and are no longer for sale.
The risk here is not only the delayed adoption of social media in Canada, but a continuing pattern of innovation malnutrition caused by the bottle neck of outdated brand management executives who threaten our economies ability to compete on a global scale. In a rapidly shrinking world we can't hope for future Canadian generations to enjoy the prosperity we have when they are half a decade behind the rest of the world in sociotechnical innovation.
Forgive me for taking a contrary point of view, but I am not sure you or the follow on comments are right. Three facts to take into account here: First, compare the size of our economy to that of the U.S. and use that ratio to assess penetration of social media into Canadian companies on a per company or per GDP basis; Second, consider the number of Canadian companies with head offices (and hence communications budgets) in the U.S. where decisions about social media might indeed be made given their borderless impact ; Third, the communications consultancy I work for has completed about 45 separate Canadian social media assignments (many with large retail, technology and oil & gas companies) in the last nine months alone. Not too bad really, and we aren't even a branded social media firm.
Don't you think it is a bit solipsistic to extrapolate about the use of social media in Canada from personal experience alone.
I'm happy to hear that you're doing a lot of social media work this year; it's good to hear some Canadian companies are getting engaged. Still, I'll stand by my thesis that there's not as much happening as there should be. When you've still got major brands still on the sidelines or doing just a little bit, that can't be seen as a good thing. And we're talking about large, Canadian-based companies. I'm hoping the business that you're doing is an indication that there is activity but I still think more should be happening.
Thanks for the comment.
Mark
Hey Mark,
It was great to meet you at BWE! I am optimistic too. Over the past few months I've met many Canadians that are actively interested in implementing online communities or listening practices.
I think that the state of affairs is far better than you think. Let me know how I can help. I'd love to come up to Toronto!
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I would agree with you Mark. This year however, we have seen an increased demand from Canadian corporations seeking professionals who can build and lead a social and even mobile media strategy. What we have found in the market is there are plenty of social media professionals, but they fall short when it comes to corporate experience. Many of the talented ones we have found are in the services side. (i.e Agency) Nevertheless, we are always looking for A Players. I’d love to hear of any A Player in social and mobile media who can do a 2-3year strategy plan for an organization. Please send me a note to jason.peetsma@odgersberndtson.ca if you know of anyone. We currently have a retained mandate right now in this area.
Thanks
Jason
Thank you for the insight on the current state of social media in Canada. Looking back to your post from a year ago, things have really changed. More and more companies are adapting to social media outlets such as Twitter, Facebook and Linkedin. And, it’s only going to get bigger. If you have a great idea, just run with it. Who knows, you might end up being the next big thing, once the market opens up. Keep for the good work Mark and best of luck.
-Jack
Jack,
You’re right, the social media landscape in Canada has changed a lot since last year. It’s not quite a torrent but there’s a healthy amount of activity. Thanks for the comment.
Mark