Over a year ago, I wrote a post for the Aartrijk “Brain Food” blog entitled “Becoming a Social Business”.
In that post I was making the point that there is a difference between organizations that simply execute social media tactics and those that actually become social businesses. Agencies that find success with social media realize their business must be transformed or reinvented. They understand the need for a comprehensive social strategy that is clearly aligned with business goals as well as senior management involvement and organizational alignment that enables execution of that strategy.
Being social vs. just doing social is still a key concept. Yet, there is more. Our society is going through (some would argue has gone through) a digital transformation. That is, all aspects of our society have undergone change born out digital technology. Individual businesses in order to stay relevant must also go through a digital transformation – they must learn to adapt and master transformational change.
I am not sure of the origin of this concept but digital transformation is sometimes considered the final of the three stages of embracing digital technology. The fist two stages being digital competency and digital literacy.
The reinvention required to be successful in our digital world is even more comprehensive than just becoming a social business. It is the difference between a Borders bookstore and Amazon. It is the difference between improving a traditional business and creating an entirely new model. The Apple iPod wasn’t just an improvement over the traditional music store. Rather, it was the creation of an entirely new model for purchasing and consuming music.
How does the digital transformation impact insurance agents – what does a digitally transformed insurance agency (or industry) look like? While I am don’t have the definitive answer to this and would like to hear what you think – I do know we need to be doing more than social media.
Photo credit – Frits Ahlefeldt-Laurvig