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How Smart Businesses Reorganize For Social
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Marty Thompson
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Marty Thompson,
User Rank: Apprentice
8/29/2012 | 6:25:52 PM
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.

Marty
Dion Hinchcliffe
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Dion Hinchcliffe,
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8/27/2012 | 2:29:54 PM
re: How Smart Businesses Reorganize For Social
Exactly, and I think customer service is well situated to incorporate social business because they've had to absorb many new interaction platforms (e-mail, IM, chat, etc.) In fact, evidence has been good that this is happening with up to half of large companies recently.

It's the other parts of companies that are having a harder time moving from push technologies to engagement technologies, the latter which have very different modes of use and ways to drive business value.
Deb Donston-Miller
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Deb Donston-Miller,
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8/25/2012 | 12:06:40 PM
re: How Smart Businesses Reorganize For Social
If social media doesn't make sense right now for a company externally (for example, a pure B2B organization), then it might internally,

Deb Donston-Miller
Contributing Editor, The BrainYard
PJS880
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PJS880,
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8/25/2012 | 2:25:41 AM
re: How Smart Businesses Reorganize For Social
I think that any company that does not utilize or realize the significant effect social networking could have on their business, then they are seriously missing the boat. It is 2012 and social media is everywhere around us and constantly be accessed all the time, to have that potential customer base that companies can tap into is a major advantage if usage is done properly. The article mentions marketing and I cannot think of a company that would have no use for social media regardless of the product or service that is being offered. Could anyone give me an example where it would be counter productive due to the nature of the business. Obviously military and private contractors are excluded.

Paul Sprague
InformationWeek Contributor


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