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The Social Business And The Social Brand
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droberts57003
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droberts57003,
User Rank: Apprentice
10/15/2011 | 12:54:59 PM
re: The Social Business And The Social Brand
A great article, Michael. The distinction between Brand and Business is an important one and you have articulated it well. There is so much focus on the Brand that it is putting the Social Business in the shadows and creating the impression that Social is irrelevant to B2B organisations. The aspiration should be towards a socially engaged workforce in genuine dialogue with it's community of customers and your piece adds important principles to that movement.
Alison Broomall
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Alison Broomall,
User Rank: Apprentice
9/28/2011 | 6:11:12 PM
re: The Social Business And The Social Brand
Overall I agree with Michael's succinct differentiation between a social business and a social brand but I do believe that ultimately the direction that we will be heading in is the merging of these two worlds--in essence, the mash-up of external social data with internal social AND non-social (i.e., enterprise) data. I think this is the ultimate goal for businesses and represents a more holistic model for leveraging all data assets in support of complex set of business and marketplace goals. I think the realization of this is still months or possibly years out as the effort to realize a true social business is enormously complex and requires a good deal of semantic intelligence. There are some very forwarding-thinking companies that are leveraging semantic technologies to harness and bring structure to relevant external social data in support of internal enterprise and social business needs, but they are still in their infancy.

I do love the fact, however, that "social business" is finally becoming part of our social or even just business vernacular because the term "social media" has unfortunately fallen victim to a very limited set of interpretations.
Deb Donston-Miller
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Deb Donston-Miller,
User Rank: Apprentice
9/24/2011 | 10:32:57 AM
re: The Social Business And The Social Brand
I think this is a great piece, Michael. So many companies think they have done their social due diligence by slapping up a Facebook page or Twitter handle and calling it a day. To be a true social business requires a big commitment, a purposeful plan to pull in and engage all internal stakeholders, and solid goals and performance metrics.

Deb Donston-Miller
Contributing Editor, The BrainYard


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