Social Networking Enhances Romance

Last night I attended my networking group’s monthly evening event. We call ourselves the Women’s Care Counsel (WCC), and our gatherings usually carry a theme that is of interest to women in particular (although we often invite men to join our conversations). Last night’s theme was romance. Due to an unexpected turn of events, our networking session played out a little differently than planned. The outcome, however, perfectly reflected our romance theme, as it was both intimate and passionate.

Two of our guests were women who run their own businesses. Julie Pech, aka The Chocolate Therapist told us how we can eat chocolate without guilt, and inspired us with her story about how she built her business over the past five years. Her obvious passion stimulated a lively discussion. She authored a book, has appeared on television (in fact, she’s being interviewed on Denver’s Channel 9 this morning), speaks, and is a guest presenter on luxury cruise liners. The Chocolate Therapist shop is located in historic downtown Littleton (CO), where most of her products are made. With names like Nuttopia, Going to the Dark Side and Blue Suede Shews, Julie’s creations are not only unique and imaginative, but they are made with all-natural chocolate and healthy ingredients. We all sampled chocolates from a heart-shaped box, the sale of which generates proceeds to a fund Julie calls Hearts for Haiti. What better way to spread love than by eating chocolate?

Our other guest, Corina Nelson, added equally to our evening of romance with her Scentsy wickless “candles.” Corina had several of her warmers and fragrance products displayed, and the aroma that filled the large room was divine. We were greeted with the delicious soft scents of caramel and vanilla. The glow from the tiny bulbs of the warmers cast soft shadows and created a cozy atmosphere. Corina told us how she got started in the Scentsy business only a few months ago. She left her former profession in the finance industry to pursue something that has captured her heart. She admits to having fallen in love with her new business, and is making a commitment to its success.

It truly was an evening of romance. We sipped wine, were bathed in ambient light and sweet aroma, nibbled on chocolate, and shared stories of passion and commitment. Our romance theme took on a meaning that exceeded our expectations.

I mentioned at the beginning of this blog that a turn of events created an unexpected outcome. Our original plan was to have an evening of networking and shopping. A few last-minute cancellations from vendors prompted us to reformat the event into an opportunity for deeper sharing and closer connections. Romance can be so unpredictable.

Social Media’s Role in the Death of the Focus Group

As a seasoned consultant (yes, that’s to say I’m old), I have planned, conducted and analyzed the results of many focus groups.  I’m predicting that in five years, focus groups as I’ve known them will not exist.  In fact, I’ve already seen a significant decline in organizations’ use of focus groups for employee and market research.  Maybe they won’t go away completely, but I think they will have different purposes, be designed differently, and take on a different level of importance in the process of gathering input and information.

The way it was

Back in the day, companies would take the focus group approach when they wanted to not just collect information, such as you might do using a survey, but also get qualitative input from a particular audience.  Often, the audience was handpicked based on a set of pre-determined criteria.  The audience might be provided in advance with some background information about the focus group exercise — even given a list of questions and topics to be discussed.  Sometimes they were only provided with general information, like: “Discussion around employee communications.”

A focus group project took considerable time to organize and implement.  That, of course, translated into considerable cost for the company (and income for the consultant).  So, as it was, focus groups were slow and they were expensive.  I believe those are just two reasons companies are resorting less to focus groups these days.

The way it is

Now when there are issues a company wants employee or customer input on, they have many more options beyond the traditional focus group.  I’m speaking of social media, of course.  And depending on how involved the organization has become in today’s technology, the options for reaching their target groups are numerous.  They can use their blog sites, Twitter, social networks, content communities, or any other means of engagement they’ve established. 

Established?  Ahh, that’s past tense.  But we’re talking about NOW.  Is this really the way it IS?  Are companies using online technology and their employee/customer networks to get the information they formerly gathered through focus groups?  Are they now saving thousands and thousands of dollars by skipping the time-consuming step of gathering people together to be led through a discussion by a consultant who then spends more time compiling the input and then feeding it back to them – usually from his or own personal perspective? 

Some companies are reaping the benefits of conducting this aspect of their business – gathering input and feedback – with the help of social media.  Some companies, though, are wasting a lot of time and money because they’re trying to use social media, but they haven’t taken the steps necessary to build their platforms, develop their networks, and nurture their culture with the strategic intent of fully embracing a new way of doing business.

The way it will be

Like I said, I predict it will be about five years before the focus group as we know it will be dead.  Between now and then, as others are predicting, organizations will accept and embrace new media.  They will learn how to use it and make sure their employees know how to use it.  They will identify specific objectives and strategies for using it – I imagine information gathering will be among them.  They will choose their tools, modify their infrastructure, and create a different if not new space in which information will flow.

My purpose is not to make a profound prediction about the impact of social media.  As anyone knows, this prediction abounds.  I’m simply here to emphasize that the decision to “go forth” in this way is not a matter of saying the word, flipping a switch, and saying it’s done.  It will require a process.  It will be thought out and planned and piloted and improved upon.  It will take time and toil and trial and teamwork.  It will also (still) take money.  But if you’re planning on spending money on focus groups in the future, it would be better spent now on building your capabilities and forums that can be used not only as modified focus groups, but for myriad business initiatives.  What would those be?  Think: customer service and relationship management, recruiting, public relations, research and development, training, marketing, sales.  But, those are subjects for another blog.