Procliviti is a Digital Leadership Agency. Technology is our strength. People is our passion. Our objective is to help individuals and companies understand the value of technology, and to enable them to take positions of leadership in their communities, environments, and sectors. 

        • Social Media Training and Strategy
        • Social Recruitment
        • Online Marketing Strategy
        • Cloud Computing Training and Strategy
        • Mobile and Web Development

I believe in Stan Davis’s statement that “When the infrastructure changes, everything rumbles,” and I think the technical infrastructure is central to everything. It will accelerate all good and bad trends. I’m also convinced that it is for these very reasons that the human element becomes even more important. High tech without high touch does not work, and, the more influential technology becomes, the more important is the human factor which controls that technology, particularly in developing a cultural commitment to the criteria in the use of that technology.

Dr Stephen R Covey

A realm of intimate, personal power is developing – power of the individual to conduct his own education, find his own inspiration, shape his own environment, and share his adventure with whoever is interested.


Steward Brand (1968)

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Don’t be fanatical about technology

Winston Churchill said: “A fanatic is one who can’t change his mind and won’t change the subject.”

Many people in our times are fanatical about technology. I love technology, but I believe that we need to see technology as a tool. A powerful tool, but merely that.

Brian Solis has written a very powerful piece on this topic: Overcoming The Tech Trap: Why the Future of Business Is Relevance - go on and read it, it will be worth your while.

I’ll quote Brian’s final paragraph of the article, it sums everything up quite nicely:

As someone pushing for change, start with a vision that articulates how you will earn relevance and preference among connected customers and employees in addition to those who have supported your growth thus far. Then use technology and corresponding strategies to bring that vision to life. This not only helps you avoid technology traps but this sense of higher purpose also contributes to a culture of innovation where resilience and relevance become byproducts of a more connected, human and empathetic business.

Organisations have to understand who they are and what they stand for. Then they need to use technology – as well as other tools – to fulfill their purpose and mission.

My Social Media Sabbatical (7 April 2013 – 7 May 2013)


At first glance, a one month break from Social Media might hardly seem worthy of being called a “sabbatical” – but trust me, in the online world, one month is very easily comparable to a year.

I have been involved in technology all my life. Since 1995 (in my penultimate year of high school) I was connected to the Internet, and have been ever since. Around the same time I also started teaching technology. In 1999 I started a technology business, and in 2006 I shifted by business into the Social Media arena, and have thus been using sites like Facebook and Twitter to a high degree ever since.

When I teach Social Media many people expect technical instruction in the very first engagement. They don’t get that from me. I endeavour to first explain the human behaviour and sociological phenomena that underpin the immense success of Social Media. People always tell me that they never expected my methodology, but that they prefer it due to its significance.

When I meet up with family and friends, I’m often asked where I get the time for Social Media, because my Social Media activity is quite frequent. Firstly, looking at the human behaviour rationale behind time: we always make time for what we deem important. I deem Social Media as important, and therefore I make time for it. Secondly, being in the industry helps to use the networks smartly. So I use various tricks and smart moves to keep my presence highly active, without spending much time on the actual Social Media websites.

Many fanatics believe that Social Media is the best thing since sliced bread. It’s not. It’s a tool, amongst many other tools at our disposal. It’s a valuable and indispensible tool, but not exclusively so.

I have always valued relationships. Relationships are what connect me to people, and it’s all about the people, as they rightly say. I have a personal principle that if someone crosses my mind, I will most times contact that person immediately (via a text message, phone call, etc), or at least make a note to make contact in the near future. I’ve done this for years. In this way my relationships remain fresh. I know that the world is interdependent. This means that although we’re all independent to some degree, we are all still interdependent, reliant on each other in some or other way. When relationships are fresh, addressing the needs of each other becomes easier. The opposite is also true. When relationships are not well nurtured, asking for help can be unpleasant.

Let me explain. Have you ever received a phone call from someone you haven’t spoken to in years? At first you’re overjoyed and your brain immediately calls up the history of the relationship. Some usual chatter ensues, and then the person asks for something: like the number of someone else, or some other information. How do you feel when that happens? It’s a terrible feeling. You then realise that the person didn’t call to speak to you. They simply wanted some information.

The same is true online. Fresh relationships reap value. As part of my research, I monitor Social Media profiles, trying to understand what works and what doesn’t work. I find that people who add value online, and act as real human beings (and not robots!), are the people who solicit the most interaction and engagement. Once I was at my desk, working, and Facebook was open. Up pops a Facebook chat message. It’s a friend in Cape Town who runs a web development company. He asks me to post a message on my Facebook profile. I agree, but I’m confused as to why he doesn’t post the message onto his own Facebook profile. I ask him about it. He replies: “When you talk, people listen.” I reflected on that for a while. I realised that people will respond to you if you are open and give value to them often. As Gary Vaynerchuk says: “Give, give, give, give, give… then ask!” A few years ago Mohamed Geraldez from New York said to me: “…I just wanted to thank you for your very informative posts and Web 2.0 / Web 3.0 info that you always provide. I must admit, I read them all. Your dedication to assisting others navigate through the rapidly evolving web is to be commended.”

Would you rush a personal relationship? Let’s say you met someone at a dinner party. Would you call the person later the same night? And send them five text messages before bedtime? And another five calls the next day? Do that and you might find yourself at the wrong end of a restraining order.

The same applies online. You cannot bombard people with information. You cannot send one hundred links or quotations on the same day. Pace yourself. Realise that real people are reading your messages. The reason most people get this wrong is because they see “offline” relationships as real, and they don’t view online relationships in the same way. This is a mistake. The same rules apply. People are people.


An Unintended Sabbatical

I gave that introduction about myself and my views on Social Media as an entry point into how this sabbatical occurred.

Being sensitive to people, offline and online, I know that sometimes people might need a break from me. That might sound funny, but it’s true. One of my mentors taught me a poetic verse by Khalil Gibran. It says: “Let there be space in your togetherness.” This understanding has been very beneficial to me in a number of ways.

It is for this reason that, every now and again, I remain silent in Social Media arena for a day or two. It’s merely to give people a break from me. 7 April 2013 was supposed to be one of those silent days. And it was only meant to last a day – or two for the most – as is the norm. But after the second day, I thought about stretching it out to a week. Then a week became two weeks, and now it’s a month later.

I felt an inspiration to ride this wave, to try to experience life without Social Media. I wanted to step back, and move out of the busyness of constant engagement and interaction.


Intention Evaluation

A few years ago, upon seeking religious legal advice from one of my mentors, he suggested that I keep reevaluating my intention. This really stuck with me, because our intentions change all the time. And we’re taught that actions are judged by their intentions – so that makes it a pretty big deal.

Intention evaluation defends from the evolution and even corruption of intentions without realisation. Sometimes we start to do things with a  sincere intention, but sometimes that sincere intention turns into an ego trip or a search for fame, or other such motives.

I share most of what I do online. There are certain things that I keep absolutely private, and I’m fully aware of them, but most things I share freely. A few months ago someone said to me (based on my online profile): “You’re very comfortable in your own skin.” No one had ever said that to me before. I guess it’s because I’m just me – I don’t try to be anyone other than me. Oscar Wilde said: “Be yourself, everyone else is taken.”

While sharing online about my offline activities, I often evaluate my intention. Firstly, am I doing what I’m doing because it’s the right thing and because I want to be doing it? Or is it so that I can talk about it online? Secondly, when I share my activities online, is it because I want to add value to people and inspire them (as I claim), or is it merely an ego trip? Anthony Robbins says in his talks: “I’m not trying to impress you, I’m only trying to impress upon you…” When you’re constantly engaging online it’s difficult to truly assess yourself though. You’re so busy engaging, so much so that the intention becomes blurred to some degree.

The sabbatical was a great lesson in this area. I found myself doing the same things as before. I was just as busy, and just as productive. This was evidence (to me at least) that I was doing things for the right reasons, and not merely to talk about them online. Business activities, training events, community work, they all continued in the exact same manner without the need to talk about them online. Thank God for that!


Personal Values

We all have different personal values. I’m not talking about beliefs or religious values. I’m talking about deeply personal values and priorities. Knowledge is without a doubt my highest value – by far! I’m always learning. It’s in my DNA. I’m always reading and learning, always enquiring and investigating.

My second highest value is sharing, and it’s very tightly coupled to knowledge. What is the value of knowledge if it is not shared? It’s one of the reasons I don’t see myself as a technology expert, even though my strongest background is technology. I see myself as a teacher. I have been teaching technology for years, and I see technology as a mere means, not an end. That’s one of the reasons that I’m becoming more and more involved in leadership work. I’ve realised that I’m more inclined to leadership work as a primary objective, with technology as a strong backbone and catalyst for effective leadership teaching and activation.

I cannot read a book in a hurry. I have to read, and reflect, and literally think how I can teach the portion I have just read. While reading I make notes in a notebook or on my phone so that I can share what I have learnt. Many of you might know that I am a strong advocate of Dr Stephen R Covey’s book The 7 Habits of Highly Effective People. It’s been a bestseller for closer to three decades. At the very beginning of the book Covey recommends reading the book as a teacher, and thus with more understanding and concentration. I’m not sure if he gave me the initial idea, or if I learnt it earlier on in life.

I use many Social Media apps on my mobile devices, and the frequency of usage of any particular app depends largely on its sharing ability. I’m referring here specifically to content aggregation apps. I use a few of them. If an app aggregates the best content, and has the best interface, but it’s sharing capabilities are mediocre or absent, I will not use that app. When I’m reading content in an app, I must easily be able to share that content in a variety of ways, to different people who access information differently.

It’s very difficult for me to learn without sharing. The two are intertwined for me. My sabbatical thus prevented me from seeking information online, because seeking information would lead me to wanting to share the same. So I confined my learning to books, audio recordings, and video material. I must say that my learning has been more focused and more refined over the sabbatical period, and that is no doubt a wonderful thing. My sharing has been limited though, and I realise, more than ever, that I have an innate need to share. Social Media is thus a key element in fulfilling my highest values: seeking knowledge and sharing it.



On Social Media platforms I openly share information (with caution around security issues of course) about where I am or what I’m engaged in. The sabbatical halted this. The downside was that I was not able to share with others and engage with them, getting their opinions and views on certain issues. But the profound upside was that I gained so much presence in what I was doing, because I wasn’t thinking about how I would share the experience. I don’t know about you, but I’m a planner. I plan activities, my time, and I plan emails and conversations in my head. So when I’m experiencing something, or learning something, I’ll work out in my mind how I am going to share that in the Social Media world. When there is no chance of sharing, the presence increases, because you’re not trying to work out in your head how best to share what you’re experiencing. And that is a wonderful thing.

Social Media certainly has its values, but one of the drawbacks is that is decreases our presence. This is especially true when surrounded with friends and loved ones. We’re so engaged with people who are not present – via our devices – that we can’t engage with the people who actually are present. I met a lady from the US who works in the Social Media space. She was in Cape Town doing a workshop, and she said that her family has a 24-hour Internet-free block each week. A solid 24 hours where no one is allowed to be connected to the Internet on any type of device. I think that’s a worthwhile exercise to undertake.


My Profession

At present the bulk of my work revolves around Social Media. I teach it, I consult around it, I develop strategies around it, and I use it extensively for research. During my sabbatical I found myself giving Social Media workshops, and consulting on Social Media usage – and this was all very odd, not being able to engage in Social Media at the same time. I was forced to open Facebook, Twitter, and LinkedIn on several occasions during the sabbatical to find people or bits of information. I made sure I did not “indulge” though, and logged out as soon as possible. I was forced to open up Social Media websites during training sessions as well, but alerted my students that I could not post anything due to the sabbatical.

Due to work and modern day demands, this sabbatical was confined to Facebook, Twitter, and LinkedIn. I used the Internet in general to pretty much the same degree as before, and I used chat platforms like Whatsapp to the same degree as well. I was forced to use Facebook’s Inbox system because many business people use it these days to setup meetings. There is a confined Facebook Messenger app for that though, so using it didn’t necessitate me to have access to the rest of Facebook.


My Cheat

I must admit that one Social Media platform which I used quite a lot during the sabbatical period is Pinterest. Pinterest is a pinboard-style photo-sharing website, and it’s more about discovery than about relationships or searching. I enjoy it very much, and have always used it for personal (and not business) discoveries. I did not “pin” anything on Pinterest though, because those would show up on my Facebook and Twitter accounts.



Social Media Management is one of the services offered by our company, and to deliver this service we use an app called HootSuite. You should try it. It allows you to create a personalised dashboard of all your Social Media accounts, so that they’re all easily accessible and usable from one place. HootSuite allows for message scheduling, and I use that quite often. I schedule messages sometimes hours in advance, and sometimes days and weeks in advance.

During my sabbatical a message was posted which I scheduled weeks before, but which I had obviously forgotten about. My good friend Jo Duxbury sees my tweet and says, “YOU TWEETED” – the message pops up on my phone. I’m confused. I didn’t tweet. Then I realised it was a scheduled message from weeks before.

When scheduling a message via HootSuite it is possible to stop it from being posted, but in this case I didn’t think to check my scheduled list when the unexpected sabbatical started unfolding.


Being Missed

As the sabbatical progressed more and more people started contacting me via phone or text messages, enquiring if I’m okay. It feels good to be missed. I really care about the people I’m connected to, my community as I prefer to call them, and I really try my best to add value in the best ways that I can. So when people notice your absence, it’s a small indication of an achieved mission. There is a saying of a sage: “Live a life such that: when you’re alive people want to be around you; and when you’re passed on, people will want to claim that they knew you.”

I am truly grateful to be able to reach so many people via Social Media, and I’m truly grateful for having so many great people in my community. And of course, I’m always indebted to my teachers and mentors. Many of them are using Social Media to reach out to more people, and that’s another proof of the importance of this medium.



For starters, my interaction with Social Media differs from the casual user because I find myself in the industry. So my sabbatical would be somewhat different to that of another. This was a personal experience, and it was worthwhile for me. I’ve only shared it with you in the hope that there might be some value in it for you, and your view on Social Media.

Covey talks about P/PC balance. P is Production. PC is Production Capability. We have to attend school for some years, and then we attend college or university, that’s all PC – we’re enhancing our capability to produce. Once we’re good at something, or qualified in some field, we need to shift into P mode – we have to produce, we have to do things, we have to earn a living. A person who studies until the age of 40 without having worked a day in his or her life is totally out of balance. That’s not a studious person. That’s a dumb person. PC continues only while P is in active mode. So while we’re working and earning, we’re studying some more, improving, expanding.

I reckon Social Media is fundamentally PC, not P. Social Media is part of our learning and connecting, it’s part of the intangible necessities. Of course it becomes P when we’re talking about producing and doing things like teaching via Social Media. This report you’re reading, whether on our blog or in a PDF document, was most likely accessed via Social Media. That’s P. This is a solid production. But for the most part, Social Media is more about conversation and interaction.

So…use Social Media. But don’t indulge in it. Take the best of it, but go and produce things. Be the best at what you do. Produce. Build. Leave a legacy!

The sabbatical taught me some important lessons:

  1. A break from anything will help us to reassess our intentions;
  2. Our personal values are a gift, and once we recognise them, we should use them to their fullest potential;
  3. In this busy life we should try to slow down, we should try to be present in whichever environment we find ourselves;
  4. Over-indulgence in Social Media (like anything else) is not really beneficial;
  5. A short weekly or monthly break will do a lot of good (a one-month sabbatical is not necessary for other than this type of research);
  6. Social Media is indeed valuable for seeking knowledge, for sharing, for building relationships, for building trust, and for personal and business pursuits;
  7. Mobile and online messaging is now basically impossible to escape, unless you want to remain isolated from people;
  8. We can all learn from each other, no one knows everything – I have learnt to have more appreciation and understanding for the people who choose to not engage in Social Media at all;
  9. We should stop seeking tomorrow, seeking the goal, seeking the destination – we should view life as a daily experience, and be present in it daily, and appreciate it fully;
  10. We need to shift into P mode more often – we need to produce more!

I’m not really a big on holidays. I’m very busy and very happy, and I don’t feel that I need a break from it. My vocation is my vacation, as the saying goes. One very big lesson this sabbatical has taught me is that a vacation – unplugged and “unproductive” (if there is such a thing, but I’m implying in the vocation sense here) – might do me some good. Let’s see!

Thanks for reading, and I appreciate your feedback.

Jamaaludeen Khan

Image source

LinkedIn passes the 2 million mark in South Africa

LinkedInLogoLinkedIn has become synonymous with business professional networking. The network currently has 187 million members globally, and is growing by the day. The company’s goal is highly ambitious: they are set on connecting all of the world’s 640 million professionals.

Like many countries, South Africa is growing phenomenally. We’ve surpassed the 2 million mark, and this spike will surely increase.

“Two million South Africa members is an important milestone for us. It shows that South African professionals have truly understood the career potential and the personal development possibilities at the core of the LinkedIn experience,” said Fredrik Bernsel, Commercial Director, Partnerships, EMEA.

On 28 November 2012 I gave a talk at an Business Breakfast. The topic was LinkedIn and the impact on the HR industry. The audience was packed with HR professionals from companies such as CareCross Health, Dimension Data, Spur Group, Tellumat,, De Beers Marine, Virgin Active, VelaVKE, Juta & Co, Syntell, The Table Bay Hotel, Metropolitan Health, PICSolutions, Drake International, and others. Business Breakfast

It was clear from this event that professionals in South Africa are very keen to learn about LinkedIn. My talk did not cover technical training because that’s impossible to do in a 1-hour breakfast talk. And more importantly, my talks are focused on foundational matters. I’m focused on helping people to understand why this all works, and what are the underpinning success factors of Web 2.0 technologies.

While at the Garnter Symposium a few months ago, I received very interesting statistics from my friend and client Gail Sturgess of A study was done of S&P Companies in 1975. The study revealed that 80% of the value of these companies was in tangible fixed assets. A similar study was done in 2009. The new study revealed that 80% of the value of these companies was now in intangible assets (people and brand). From 1975 to 2009 the figures had flipped.

It’s very interesting to me that the human factor is becoming increasingly significant, and righty so. People are important. And I like the fact that LinkedIn recognises this.

In a press conference on 17 October, Jeff Weiner, LinkedIn’s CEO, stated that LinkedIn provides tools to enable people to find their dream jobs, and the tools which allow people to be great at the jobs they’re already in.

This is very significant because studies have shown that most people on Planet Earth are unhappy in the workplace. This same workplace where we spent most of our waking ours at. In fact, studies show that most people get a heart attack on a Monday – the dreaded day of going back to work. Also, a long term study was done on people who die from either their first, their second, or their third heart attack. One of the findings of the study was that the predominant factor in the lives of people who died from their very first heart attack was… you guessed it: unhappiness in the workplace.

This is a serious issue. People are unhappy in the workplace, and in the world in general. An organisation has been studying which countries in the world of most happy, and which are least happy. Have a look at their work at Happy Planet Index. I will expand on that topic in a future blog post, God Willing.

LinkedIn’s Mission states: To connect the world’s professionals to make them more productive and successful.

This is a worthwhile mission. People need help to connect, become productive, and become happy and successful.

It’s not about the technology though, it’s about the people. It’s all about the people. It’s always about the people. We’re one human family, and the more connected we are, positively connected, the more we can do great and wonderful things. I’m not fanatical about technology, and I don’t think you should be either. In his book Tribes, Seth Godin says: “Personally, I can’t imagine the technology nattering much. Blogs and Twitter and all manner of other tools will come and go, possibly by the time you read this. The tactics are irrelevant, and the technology will always be changing. The essential lesson is that it gets easier to tighten the relationship you have with the people who choose to follow you.”

You can view the presentation I delivered at the Business Breakfast at this link: I think you will really enjoy the stats related to Social Recruiting and the huge impact is has for HR and Recruitment professionals.

I will be presenting a full-day workshop on LinkedIn, the technical stuff, on 22 January 2013 at the Ambassador Hotel in Bantry Bay. The workshop is called Advanced LinkedIn workshop, and information and registration details can be found here:

2013 – The Year of YOU!

Be yourselfThe year 2013 has dawned upon us. As usual, everyone is excited about the prospects of the new year, and everyone is busy making new year resolutions and plans. This is all wonderful. This displays hope and enthusiasm. We need these traits. But they’re not all we need though. We need to figure out this mystery which happens each year. Each year, shortly after 1 January, most people go back to the same old habits, and forget all about the new year resolutions and the accompanied enthusiasm and determination.

To try to resolve this mystery, I think we need to look inside of ourselves. Who are we, really? Who am I? What are my values? What do I want out of life?

Before we can answer any of those questions, we need to separate fantasies from reality. Fantasies are things we say we want, or things which we think we want, but things which we don’t really want – not at the deep core level. For example: if I say I want to get in shape and have the trimmest body, but I haven’t exercised more than 5 minutes in the last 10 years, and I eat all and any junk food I can, then getting in shape is a mere fantasy. And as they say, fantasies lead to miseries!

We need to assess ourselves critically. What are our values? I’m not talking about religious values and ethics. I’m talking about personal values. What is important to me. I’ll give you an example of two of my personal values:

1. Knowledge

My highest value is knowledge, other values stem therefrom. I love learning, and I love reading. I attend seminars, workshops, and conferences all the time because I know I always learn something. I have a special notebook for taking notes (notes on bits of paper are useless for the long term), and have gone through quite a number of these notebooks over the past few years. [Sidenote: I only use notebooks when I'm out at events. When I'm reading a book I'll make notes on my iPhone or iPad. This works for me.] On my desk at this moment I have stacks of books all around me, at the back of my office I have my bookcase, in the car I have books, next to my bed I have books, and other stacks in my bedroom. After having several meetings with me, someone asked me how I remembered the names of same many books and authors. Remembering names and titles is easy because the value is high. I don’t remember movie stars, and other details which are not a high value for me.

2. Sharing

Attached to knowledge, for me, is the value of sharing. I have been writing (newsletters, blogs, etc) and teaching (lectures, classes, etc) for many years. I love imparting knowledge which I have acquired. When I read, I always pause to check my understanding, and to evaluate how I would share the information with others. After doing this for years, I picked up an advice from Dr Stephen R Covey, where he advises to do just that. He said that when reading, you should read as a teacher, assessing how you would impart the same knowledge to others. There are many iPad apps which I use to aggregate content. I use a mixture of them. One app which I really find informative is Alltop. Yet I don’t use it. The reason is that Alltop doesn’t have a “share” function. I find this very frustrating. When I find something useful in an app, I want to easily share it via Social Media, or email it to a friend. I actually spoke to the famous author Guy Kawasaki about this, as he owns Alltop, and he jokingly said to me I have to get an Android device, because that version has a “share” feature. No way that’s going to happen, Guy!

When we are setting goals, or dreamling as Tim Ferris calls it, we should make sure that our goals tie into our personal values. When we do that, our goals become realistic, and not fantasies. When our goals are realistic, they are prone to be achieved. When we achieve our goals, we can make a difference in the world.

My firm belief is that the world needs us – you and I – to be true to ourselves. We have all been blessed with very unique values, and they are ours for a reason. Our destiny lies in the focus of our own personal values.

We shouldn’t try to set goals which will impress others. We’ll fail at those. We should set goals that resonate with our most authentic values. This is true for individuals as well as companies.

I would like to share with you a video by Simon Sinek where he talks about a similar concept, but he talks about why, and about beliefs, and doesn’t use the word values. The message, however, is closely linked. His talk is titled “Start with Why: How Great Leaders Inspire Action” and you can view it at this link:


Company Culture

We recently started a project with a client incorporating several digital components: Website, Social Media, WebPR, etc. This company’s first interaction with us was a few months ago when we ran weekly sessions called Social Media 101. They were 1 (sometimes 2) hour sessions, and they were free. The aim was to educate people about the value of Social Media. The idea was founded upon a teaching from Chet Holmes which he called educational-based marketing. It works! It’s a Win-Win. Some of the companies we trained did not become clients, but we have built a good relationship and reputation with them, and that’s powerful. Other companies of course became clients and that’s even more wonderful.

As we were developing the strategy for this new client, we discovered their focus. It was not to win more clients. They were happy with the clients they had, and they actually wished for less clients. They wanted their digital strategy focused around two areas: building a reputable and distinguished brand, and communicating their company culture. I’d like to focus on the latter.

We have been destroying our planet (pollution, etc), we have been destroying our health (bad eating habits, etc), and we have been destroying our families (work stress, etc). We are rapidly trying to fix what we’ve broke. Interestingly, Anthony Robbins talks about a study that was done about people who died of heart attacks (yes, I know I’ve blogged about this before). The study showed that the common factor in patients that died from their very first heart attack was unhappiness in the workplace. This is really something to think about! I think every individual should ask himself / herself this question: Am I happy at work? Firstly, are we happy with the type of work we’re doing? Is it fulfilling? Does it fulfill our purpose? Then, are we happy in our work environment?

This is very important, and we’re all realising it. I picked up a photo of Pete Cashmore on Facebook the other day. He was showing a new treadmill desk at Mashable. Mashable is Social Media news website, and perhaps one day I’ll write a summary of their success, fascinating story. Pete didn’t have to share this photo. It has no intrinsic value to his business, or no impact on his bottom line. Why was he doing it?

I’d suggest he was doing it for the following reasons:

  1. Company culture is important, and Mashable wants to display it’s culture to the world
  2. Social Media is not about selling, only. Social Media is about personal and emotional interaction
  3. Pete Cashmore is a personal brand. Sharing such photos increases that brand and creates emotional attachment

I really recommend that companies – big and small – become personal, and use Social Media to communicate – and not only to sell and broadcast.