Important Lessons from "Socialnomics" by Eric Qualman

One idea that was reiterated again and again in Socialnomics was the need to keep messages simple. With the prevalence of consumers turning to social media for their news, purchases, and communication, it's imperative to keep messages short and simple, making sure that the essence of an idea is communicated. Qualman demonstrates this when he explains that "the beauty and curse of a 140-character world is that there is no longer a choice...whether we like it or not, right or wrong, we have to adapt to communication in succinct and salient sound bites" (Qualman 128). Because our world has become so technologically integrated and because people have begun to demand immediate news and communication, companies must adapt their message to one that is short, sweet, and easy to understand. If companies fail to do this, they risk being muscled out of the game.

Another lesson that Qualman highlights is the fact that companies should take advantage of others who have "already done the legwork to help [them] position [their] brands throughout the social media space" (Qualman 172). Essentially, this means that if some developers created a game or an app for Nike without being sanctioned by Nike, Nike should take advantage of the app if it is well received, rather than suing and attempting to create their own app to take its place. This idea seems to suggest that it is no longer imperative for companies to try to "protect what's theirs" but because of the free-flow of communication of ideas and media, it is essential that companies embrace the fact that people want to interact with their favorite brands, and they want to inject their favorite brands into their community conversations. When companies limit that type of interaction, they limit their sales, and will ultimately be out of touch with their consumer base.

Last, but not least, is the idea that companies need to be ready to address problems. Qualman points out that "the beauty of social media is that it will point our your company's flaws; the key question is 'how quickly will you address these flaws?'" (Qualman 186). When companies begin to participate in conversations with their consumers, they will find that the feedback on their service/products may not be positive, and that people are watching. How a company responds to problems and criticism determines how they will be perceived by thousands through social media. If many complaints are not getting a response, consumers will see, and act accordingly by not purchasing that particular product and service. However, some comments and feedback can be irrational and unfounded, so companies must learn to differentiate between legitimate communication, and those that are not so legitimate.