Going through my backlinks I found a great posting from blogger newbie Christina Rogge titled “Just do it! The Nike-approach“, describing her first steps. The quote which got my attention was the end of that first posting (emphasis mine)

The major realization which struck me was that it is important to just do it. Start the website although one does not know everything about it yet. Because the Internet is developing so fast, you can try to plan, but will never know if it is outdated by the time you are ready to implement.

And that sentence just nails some thoughts floating around in my head for some time.  You need to experiment, you need to play around just to be able to get to know the things fast enough to start to make an informed decicsion. Not on a personal level, and especially not on a corporate level facing the customer.

There is no time any more to first have R&D to figure some stuff out, or have somebody do some dossiers about if one should dare the experiment,  then get it approved, then move it on etc – everybody has to constantly work on those skills to be ready when you want to do something. And it is not limited any more to “let the other department do it” or “that is not my job”.

Even I – as somebody who lives this stuff – am amazed on the speed of how this is currently developping. I have started to implement in my presentations a list of ‘bad news’, which focus on Twitter but are usable in general. I am using their interest in Twitter to show them the other bases they should have covered a long time ago – works like a charm. ;)

The bad news for you and your company

#1: Now is too late
If you are starting to think about Twitter just now, you are already too late. That should have been on your map at least a year ago.

#2: Buhu, my names are gone!
If your names are gone, stop complaining. You are a professionell entity and as such “securing accounts” should have been on your list at least 18 months ago and reference the one you use for domains with brands, names and products.

#3: There are no bullet proof ways to do it
There is no blueprint how to do it. We are all experimenting and making it up as we go.

#4: Twitter can only be part of you social media strategy.
You do have a social media strategy, right? Because this is what you already should be covering (covering not in the sense of doing it, but making sure you know if and how to use it or not.)

The Conversation Prism by Brian Solis and Jesse Thomas

Bonus fun feature for me to ask during the presentations:
“But you do at least have an online strategy, don’t you?

#5:  Your employees HAVE to be trained by you and have to be guided.

They are not stupid or anything but it is your job to make sure they can keep up to date. And that means much more than just one conference a year for upper management.

#6: That business modell “Internet” or “Twitter” – not.
There is no money to be earned in Twitter. Nor on the Internet.
There is only money to be made with business modells and implimentations of these strategies using tools like Twitter.

So basically nothing new. I leave them with the “good news” that per se this is not really something new, it is just some new technologies behind it. But their core job and skills stays the same.

10 years old and still relevant

Something else I throw in is the Cluetrain Manifesto (web site / book). It has been 10 years now that the cluetrain manifesto is out and still most companies are not even at the part of “we do have an online strategy”.

I myself will get a new copy because I actually never had the english one in print – when it came out I still had my ‘English is devil stuff” time. ;)

Why you should work with people who know this stuff

So, how does one do it? You talk to people who know a bit or two about this, work with their experience and use their judgement to see where something fits for your company, where you may have to look into because customers expect it and which are the areas you can ignore for now.

External advice and mentoring can only be part of the equation or it will cost you a lot of money. And by talking I do not mean just one session or so, but you need to have your resident expert on this, similar to the person doing your taxes or your layer. Parts of this belongs into your own hand, part of it you can outsource although it should be done on your side, but other parts you need to rely on the skill and training of the expert.

Where do you find such a person? Well, for starters you could talk to me, especially when you are in the European timezone of course (have a look at what I do). There are a lot of people around who can help you with this – and if you would be in the space you would already know who they are. ;)

One way to find them is because they show up all the time with these new technologies. Which for one is the reason I have been in a lot of interviews for print, radio and tv over the years, first for podcasting, then second life, now twitter. It is not because I am good at faking to be a so called expert, it is just that I have played around with this stuff a lot longer than others and when somebody like me has put this into my regular toolkit, others start using it. Meaning I do have a head start plus by experience I do know how to use and implement those tools.

Look for these people and make a mental note if a name does show up regulary so you can test them if they are a fit for you and your organisation. Usually people like myself have preferences of people and kinds of organisations / corporations we like to deal with.

This needs to be happening from top down

Top management needs to give the okay for people to play around while making sure that people don’t create chaos. It is their responsibility to put up the strategies, free the budgets and use their brain to realize what this is about. Though in many companies it is still some employees who make their innocent first steps and need to be careful not to be caught. Similar to computer training (which happened in some parts) training in Social Media and co is now relevant for most of the customer facing side of the companies.

Different to just browsing the internet the evolution speed is now so fast that companies cannot rely on the individual to learn how to twitter, use facebook, blog etc etc.

Twitter is a good starting point

For one Twitter seems to be a great tool for people to get their feet wet for the first time in what we call Web 2.0 or Social Media or whatever. It is simple enough yet covers all the bases (sharing, communicating, collaboration etc), but is easy enough to handle (140 characters top and you even can do it from your mobile).

It also seems to be a great way to instead of starting to think about a big Social Media Strategy to start with a “what would we need to do / talk about / set into motion if we just wanted to start on twitter?” Going on from there, some other things fall into place and become clear.

Start simple, learn, adjust, expand, rinse and repeat. Because the next big thing – Facebook – is already there. You do know how to do those, right? :)

Would you like to be listed as well? Only requirement is that you live in Europe, tweet 98% in english and don’t have a protected profile. Leave your twitter-url in the comments (and if your profile does not say which country you are from, please provide that as well).

• Belgium (3)
• Denmark (3)
• France (4)
• Germany (13)
• Ireland (10)
• Israel (3)
• Italy (3)
• Netherlands (2)
• Norway (3)
• Romania (1)
• Spain (2)
• Sweden (1)
• Switzerland (6)
• UK (47)

Please help spread the word:

Belgium

• bnox / Clo Willaerts (1248 followers)
  Marketing Manager IBU at Sanoma Magazines Belgium. Organiser of Brussels Girl Geek Dinners.
• rrradiogirrrl / Sigrid (542 followers)
  happy,internet addict,radio geeky, web 2.0 fan, reader, jr. product manager @ a Belgian television channel
• tamaragielen / Tamara Gielen (725 followers)
  Independent email marketing consultant

Denmark

• redsoda / Henriette (262 followers)
  rebel extraordinaire at play
• karinhoegh / Karin Hoegh (656 followers)
  journalist, podcasting consultant
• norwegianne / Anne (32 followers)
  Norwegian abroad

France

• tripalong / Nicola Williams (110 followers)
  Lonely Planet author, travel writer, editorial consultant & foodie: blogs stuff not in my guides
• CindyKing / CindyKing (3103 followers)
  Cross-cultural marketer & international sales specialist, aligning cross-cultural offers for international sales thru copywriting to open international mark
• clotildenet / Clotilde Dusoulier (1012 followers)
• coletteballou / Colette Ballou (93 followers)

Germany

• nicolemichele / Nicole Fornaçon (441 followers)
  American expat working for Oracle EMEA in Germany who loves social networking. Statements & opinions expressed here do not necessarily represent those of Oracle
• Ronna / Ronna Porter (887 followers)
  Compelling branding and international communications
• ruxandraale / Ruxandra Alexandru (100 followers)
  psychologist in transition
• LoLoG / Lori Grosland (475 followers)
  You can take a girl out of Idaho, but you can’t take Idaho out of the girl…
• ulrike_reinhard / ulrike_reinhard (248 followers)
• NicoleSimon / Nicole Simon (6732 followers)
  Lead author of the German Twitter book, a Social Media Strategist helping companies make biz in Germany / Europe, Founder GirlGeekDinner.de
• lyssaslounge / Katharina Borchert (1286 followers)
• tomoniq / Monique Otter (31 followers)
• ullahe / Ulla Hennig (287 followers)
  Responsible for the website of the UdK Berlin. Amateur photographer. photoblogger
• lirontocker / Liron Tocker (358 followers)
  Blue eyes, big mouth. Coffee? Graphic Designer. I draw stuff.
• frankfurtine / Claudia Rauch (242 followers)
  Girl Geek working for KDE, loves networking, geek stuff, cooking, fashion and Liverpool FC
• vik_t / Viktoria Trosien (339 followers)
  entrepreneurial and startup-ish…. running Tiburon-TV.com + CEO of a german soccer portal, more at www.vindoura.com/about/
• notafish / Delphine Ménard (280 followers)
  intercultural musings, always learning, consulting.

Ireland

• PamelaFay / Pamela Fay (39 followers)
  Business Etiquette and Business Performance Management Coach.
• krishnade / Krishna De (4194 followers)
  Founder PodCamp Ireland,Vice Chair Association for Coaching Ireland, social media speaker, author, blogger, podcaster,executive career personal brand consultant
• JaciPrendergast / Jackie Prendergast (18 followers)
  Jackie Prendergast HR&Mgt Consultant: Strategy/policy; Change mgt/Realignment, Outplacement & Career Coaching, Executive Coaching, Employee Relations, I
• gita_m / Gita Malinovska (199 followers)
  Co-founder of company Agile Technologies Ltd (http://agiletech.ie). Geek girl, loves testing, networking and social media
• giftsandvoucher / Sian Maloney (376 followers)
  Managing Director of an online website that sells luxury gifts and vouchers on behalf of local Irish businesses and delivers anywhere in Ireland.
• MiriamAhern / Miriam Ahern (51 followers)
  Certified Management Consultant/Coach: Change Management. HR. OD. Business Network Management
• michadaly / michadaly (152 followers)
  Communications Manager, Social Entrepreneur and Journalist
• omahonydonnelly / omahonydonnelly (287 followers)
  Web Dev, Online Marketing, SEO from NY now living in rural Ireland
• lexia / Alexia Golez (741 followers)
  Limerick gal & blogger.
• PixieVonDust / Marie Boran (792 followers)
  I write about technology stuffs on siliconrepublic.com and gadgetrepublic.com

Israel

• ahoova / ahuvah berger (1055 followers)
  former new yawkah living in israel spilling cawfee and <3 technology www.jerusalemwinterball.com
• YaelBeeri / Yael Beeri (705 followers)
  Business: marketing, copywriting, social media, Web 2.0. Pleasure: art, music, books, photography, movies, friends, family, food, alcohol, travel, cats.
• Orli / Orli Yakuel (4524 followers)
  Go2web20 Co-Founder. Visit my blog @ http://blog.go2web20.net

Italy

• AmandaLorenzani / Amanda Lorenzani (1086 followers)
  Amused.
• ExpatCoach / Megan Fitzgerald (898 followers)
  Expat Career & Personal Branding Coach – Helping fellow expats to use their personal brand on and offline for professional & business success
• emmabird / Emma Bird (198 followers)
  Writer and owner of www.howtoitaly.typepad.com

Netherlands

• CleverClogs / Marjolein Hoekstra (1644 followers)
  RSS monger and OPML manipulator. Tags: custom search engines, firefox add-ons / scripts, online reputation management. Twitter radar http://sn.im/twitter_grazr
• jennalee / Jennifer (216 followers)
  New order PR Warrior, business angel, human being

Norway

• camillasandman / Camilla Sandman (32 followers)
  Norwegian at large
• troubalex / Alexandra Leisse (165 followers)
  Web Community Manager at Qt Software – among other things
• yojibee / Anne K Petterøe (851 followers)
  Having fun being a busy bee. ESME team member, SAP-Adobe Consultant, SAP Mentor, Sometimes Developer, Mac fangirl, Music & Fashion

Romania

• alina_popescu / alina_popescu (391 followers)
  Crazy about blogging, PR, marketing and photography

Spain

• mariasipka / mariasipka (601 followers)
  Aussie entrepreneur living in Barcelona obsessed with monetizing online communities and groups
• danielaarens / danielaarens (224 followers)
  German living in Barcelona – Marketing & Community Manager at Linqia, see also @modcom

Sweden

• luisac / Luisa Carbonelli (27 followers)

Switzerland

• DaniaGerhardt / DaniaGerhardt (90 followers)
• shyne / Carole Hofmann (273 followers)
  Entrepreneur, psychologist and social network strategy consultant.
• wisequeen / Donna Jackson /wiseq (1859 followers)
  Intercultural Trainer, Soc communications evangelist/ specialist, blogger, writer, independent lifesyle coach, http://www.wineloversworld.blogspot.com
• dannie / Dannie (213 followers)
  intense, ambiguous, degenerate and knotted. dual citizen of bosonia and fermionia.
• claudiafalt / ClaudiaFaltysBenassi (189 followers)
  e-/marketing, B2B, new communication technologies, teaching e-marketing to swiss tourism pros, French, Italian, English. Mobile business sol. www.sosoftware.com
• stephtara / Stephanie Booth (2232 followers)
  Anglo-Swiss, blogging consulant, loves her Indian cat. I don’t get Twitter on my mobile. Text +41786254474 instead.

UK

• vikkispence / vikkispence (67 followers)
  About me for Twitter? I’m Ewan Spence’s long-suffering wife :P
• katyhowell / Katy Howell (578 followers)
  Obsessive online PR with intermittent attention to kids
• mseckington / Melinda Seckington (540 followers)
  The self-proclaimed Miss Geeky. Computer Scientist. Blogger. Geek Dinner and Girl Geek Coffee Organizer.
• girlygeekdom / GirlyGeekdom (1469 followers)
  aka Sarah Blow of the GirlyGeekdom blog and founder of Girl Geek Dinners… Techie, innovator, marketeer and geek!
• Natbat / Natalie (1421 followers)
  Clientside developer, Clearleft
• JennyFlintoft / Jenny Flintoft (543 followers)
  Helping others feel FIRED UP! about their work and life – whether you’re employed, self-employed, or just need a boost of inspiration – I can help!
• sportycarrie / Carrie Davis (20506 followers)
  The Sport Girl on the Chris Moyles Show!
• wealthcoach / Nicola Cairncross (1251 followers)
  Making Millionaires Since 1999
• amypalko / amypalko (1108 followers)
  Fascinated in everything with a limitless curiosity – I live in a state of constant intrigue
• JudithLewis / Judith Lewis (405 followers)
  Search Director; i-level.com; Journalist, Technology Weekly; Blogger, SEO-Chicks.com; conference speaker; all around sexy gal Email: judith.lewis@i-level.com
• ukdivorce / Jackie Walker (465 followers)
  Helping less than perfect relationships mend or end
• adriana872 / Adriana Lukas (457 followers)
  disruption on legs, networks, social web
• megpickard / Meg Pickard (133 followers)
  Public/professional updates for social/media botherer and all-round tea-drinking champion. Available for workshops, conferences, barmitzvahs…
• shanitomorrow / shani lee (345 followers)
  learning, communities, smes, arty stuff, chatting :)
• Sofia / Sofia (1911 followers)
• amanda / amanda rose (2915 followers)
  canadian living in london . co-founder of space-2 locations . events-minded entrepreneur . communicator who likes oxymorons . thinking global for @twestival
• LJRICH / lj rich (944 followers)
  Blogger, Technologist, Musician, Composer & Geek on BBC Click, Virgin & more. Concert Pianist, loves scifi, gadgets, chocolate, sushi & trivia.
• denisecox / denise cox (334 followers)
  Email Newsletter Specialist with European ESP Newsweaver. I am as passionate about email as the first day I sent and received one: 24 June, 1996
• workingnature / Allyson Proudfoot (1527 followers)
  I make ethical handmade soap and skincare under the brand name “Working with Nature” I also sell on Etsy http://www.etsy.com/shop.php?user_id=6654622
• emmapotter / Emma Potter (249 followers)
  PR consultant in B2B, tech and social media. Talk to me about Elsevier, Wadja and Flip Video.
• Christiane / Christiane Link (499 followers)
  German journalist living in London
• thenextwomen / Simone Brummelhuis (1077 followers)
  The Next Women, Business Magazine for Female Internet Heroes. News Interviews Startups Funding Profiles.Founder, entrepreneur, CEO, TV, Simone Brummelhuis.
• salena_newport / Salena Newport (1637 followers)
  Can’t help it, but I’m constantly striving for the ‘Ok, I’m where I need to be’ point.
• rachelclarke / Rachel Clarke (1419 followers)
  engagement, transmedia, digital, games, fun, marketing. Unlikely to follow back unless I know you
• shelleypearson / Shelley Pearson (44 followers)
  Franchise Expert. Entrepreneur junkie; Nuts & Bolts Business Lady; Wishes she could fly; Loves Jam Donuts
• JudithMorgan / JudithMorgan (343 followers)
  Business Mentor, Wealth Coach, Debt Counsellor, Property Investor, Serial Entrepreneur
• joannayoung / joannayoung (1161 followers)
  Writing coach, blogger, writer, lifelong learner, lifewide explorer
• IttyBiz / Naomi Dunford (2018 followers)
  Author of IttyBiz. Into helping solo-preneurs earn more and suck less.
• girlonetrack / Zoe Margolis (3113 followers)
  Sexblogger, author, geek.
• MelKirk / Mel Kirk (4645 followers)
  I’m a super social media butterfly that loves all things web apps, shiny and new :)
• Suw / Suw (1914 followers)
  Playing with computers.
• vero / Vero Pepperrell (1489 followers)
  Social Media Consultant, Blogger & Geekette
• AlisonW / Alison Wheeler (290 followers)
  Open source / knowledge GeekGirl who loves creating solutions to thought-impossible problems! Runs on UT+3 so hates UK mornings. 3xCTO, with MBA, now available
• marionryan / marionryan (245 followers)
  Website and blog designer,writer, philosopher and philanthropist and funny bird
• emmapersky / Emma Persky (518 followers)
  fuck. that. shit.
• PeoplemapsJulie / Julie Gibbons (1021 followers)
  Personality profiling, home educating, house exchanging, organic traveller – global business on the internet, preferably in flip-flops.
• _vio_ / _Vio_ (1046 followers)
  French 20-something geekette, living in London and working in Social Media. Oh and my name is not Valarie ;)
• hermioneway / hermioneway (1752 followers)
  gave birth to newspepper.com and www.techfluff.tv
• Barb_G / Barbara Gibson (9619 followers)
  Chair of International Assoc of Business Communicators (IABC), PR & communication strategy consultant, ABC, social media dilettante.
• Lesley_Johnston / Lesley Johnston (2052 followers)
  I’m an internet entrepreneur who teaches businesses to grow their business online through internet marketing.
• RachaelPhillips / Rachael (411 followers)
  By day I’m a publicist by night I’m a wanna be writer/blogger, photography & travel lover. Also in to the usual suspects – film, fashion & scandal!
• ananyah / Michelle (359 followers)
  I’m a 26 yr old female who grew up in Singapore & Kuwait but is technically Scottish even if the accent isn’t there!
• CathElliott / CathElliott (236 followers)
  Freelance writer and blogger,
• photogirluk / Jamie Klingler (653 followers)
  philly girl, relocated 6 years ago, poker, scrabble, softball and photography director of ShortList Magazine, and mom of puppy mcnulty
• LouiseBJ / Louise Barnes-Johnst (462 followers)
  Business Coach working with Small Business Owners who want more money from their business and more fun from their life!
• Julie_Moore / Julie Moore (189 followers)
  Nationally Acclaimed Tarot Reader & Clairvoyant. “The Celebrities Psychic”.
• Nadia_ / nadia_choudhary (129 followers)
  I dedicate my twittering life to Mark Shaw, he made me twitter! :) I’d also like to pay tribute to Ecademy, the blog page launched my cyber career.