re: How Smart Businesses Reorganize For Social
Good stuff, Dion.
What I am seeing is that many companies are hesitating for at least a couple of reasons. First, they are looking at social media as yet another communications channel, and are getting caught up in the double sided coin of using it as is, or trying to somehow integrate it into a centralized operational view. Second, integration concerns, the influx of large amounts of data (seemingly out of context with other data, such as that leveraged in CRM applications), and the notion that big data isn't ready for social, continue to haunt the decision makers.
But I find it strange that organizations would hesitate for these reasons. Many of them that are in social paralysis are currently using social channels for marketing, customer support, sales, etc. And when we tease all of these individual efforts apart, we find that each one tends to have fairly well defined goals associated with them, at least they are tactically sound.
Organizations need to step back, rethink social as an integral part of the building blocks that help inform their overall strategy, and align social with goals they probably have right now. This requires a fundamental shift in understanding the new reality of a socialized world. This, in my mind, is the first and most important step in moving towards the promise of social business. Call me a heretic, but it has very little to do with technology. The technology titans would love to say otherwise, but they are stunting the growth of social business to some extent.