TORONTO — An expert on the use of social media says logistics and transport providers are lagging behind other industries in applying the latest web-based technology for business purposes.

Jim Love, CEO of Toronto-based Chelsea Consulting, says there’s a tendency in business to quickly dismiss new apps and programs as hype, without seeing their potential usefulness.

"This is an area that is tremendously under-developed in the supply chain world. You guys really are, as an industry, behind on this," he told an audience of logisticians at the Supply Chain and Logistics Association of Canada’s annual conference. "I think this is the lowest penetration industry of any I have seen."
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He said social media tools — particularly wikis — have tremendous business applications.

"But you have to use it to address business problems. Don’t focus on the technology, focus on your needs," he advised.

The world is increasingly using these tools, and it would be a shame, he said, if Canada’s productivity and efficiency did not keep up with the rest of the world because the logistics and supply chain world doesn’t get on board.

"If we let logistics lag, we’re really going to feel the pressure," he said.

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Love said the proliferation of new media programs that collectively make up what is known as ‘Web 2.0’ or ‘the interactive internet’ has led to a kind of blindness in the business community.

"We all know Facebook, Twitter, and LinkedIn," he said. "But there are literally thousands of tools available to you and your business to help spread your message and connect with clients."

One of the most useful — and most under-utilized — is the wiki protocol that allows members of a community to collaborate on a stated goal.

"Wikis are extremely powerful, and they’re probably the best way to build useful documents. E-mails are the absolute worst way, and yet we all use e-mails," he said.

"What would you give for a procedures manual that is always up to date? It never has to be updated because it’s constantly updated by the people who use it in real time," he continued. "All of the Fortune 500 companies have at least one wiki project ongoing. At least one. There’s a reason for that."

He advised business leaders to explore social media the same way they would eat an elephant — one bite at a time.

"Get in there and manipulate some of these tools into being more collaborative. And once you’ve done some experimentation, push on the envelope a little," he said.

Once businesses catch a vision of what’s available, it can turn social media into tools that will actually solve business programs.

"It’s not easy," he cautioned, "and it often requires a lot of experimentation before you strike upon a system that works.

"But once you find something that makes sense for you, put some resources behind it and let it spread. And then measure its success."