Does size really matter?

It's not the size of the dog in the fight, it's the size of the fight in the dog

(Mark Twain)

 The Communications Revolution Workshop "The Corporation, Social Media and Change" is coming up later this month.Parky (ala Reputation Renegade) and I have been having a disagreement of sorts. Trevor (the PR Warrior) is staying out of it  - Pick your battles he says...We've been talking about who should attend the workshop. The workshop is looking at the changes you need to make as a business to be able to make the most of a hyperconnected market place. You know, the type where your employees and customers are talking about you online. That scary space where you have no control, or limited control. The space where your reputation is at stake, or where you can create a competitive advantage by having a communications focused culture.I reckon this is a workshop for businesses or government agencies with 10 - 1000 employees. Ones that need the edge and have just gotten big enough that communicating organically with employees and customers is now difficult.I reckon the type of person who is going to get the most of this is

• Some-one who knows things have to change, but are not sure of the next steps.
• Some-one who's business has a product or service that people are talking about. Those people work within the business and are external to the business.
• Some-one who is courageous enough to take risks.
• Some-one who can acknowledge that if they don't change, they are going to be irrelevant.
• Some-one who is looking for a cheaper way to generate advertising, word of mouth and great marketing.
• Some-one who wants an easier way to recruit high calibre engaged employees.
• Some-one who may work in communications, marketing, HR or be the GM / CEO.
• Some-one who recognises that the business has corporate aspirations.

Parky reckons its the big Corporates who need to attend. "There is no doubt that Jen's target market is receptive for all of her very good reasons. They can afford to be nimble: they don't have anywhere near the same structure to mobilise. Why I've been banging on about bigger companies is because the internal resistance and inertia they face means that corporate affairs execs face a huge challenge."For many this is like turning an aircraft carrier. I have huge empathy for the challenge they face. These execs work in highly regulated company structures where legal concerns can have full voice. It's hard to rock that boat."But - just like the aircraft carrier - you gotta start turning sometime."Parky highlights Deloitte Australia as an example of a big corp that‘s joining in the communications revolution. With 4600 people, Deloitte Australia recognises the importance of being ‘relevant' and ‘connected'. Their use of social media both internally and externally has led to:

1. The development of new products and ideas
2. Making improvements to their business
3. Grabbing share or mind in the media and government.

( For more on the super work they have done, check out this link here.)Funnily enough, when we keep thrashing through why this important we come back at each other with the same arguments.Our content and thinking applies regardless of size.Size really doesn't matter at all.Maybe Trevor was right ("Pick your battles"). He who runs away: lives to fight another day. Guess that's why he is a very successful warrior!What do you think? Does size matter?