Does Social Media and Marketing Matter? - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

03:07 PM
Ben Kepes
Ben Kepes
Connect Directly

Does Social Media and Marketing Matter?

Initially posted on CloudAve - home of specialist cloud computing and SaaS commentaryFrom the program - Social media is all the rage in the consumer world and with some of the world's leading consumer brands. Now businesses of all types and sizes are exploring the use of social media both for internal purposes and as a communications conduit to the outside world. But do the same principals and lessons learned from the consumer world apply to businesses? It's time to get serious about social media adoption in business and ask the tough questions. What are we trying to achieve? Can social media possibly scale for enterprise consumption? How has social media proven effective and how are we measuring its effectiveness?Peter Kim, Senior Partner, Dachis CorporationBen Foster, Strategy and Content Manager, Allstate Life InsuranceGreg Matthews, Director, Consumer Innovations, HumanaMorgan Johnston, Manager Corporate Communications, JetBlue AirwaysSocial media sometimes is a tool to solve a problem that doesn''t exist - a cure chasing tool. Allstate has department called and for social.. and feels a need to use the tools to partner with organisations to asses where problems lie. Social media is a great tool within Jet Blue for;

  • Real time "taking the pulse" of the feeling of the community
  • Engaging with the community
  • The ability to inform (730k Twitter followers helps!)
  • Humanising the company
Humana is trying to reinvent themselves as a health - company more than just a healthcare company - social media and marketing helps them to innovate and find the bleeding edge ideas that will help transform the company. They created a site to gather some ideas - most of which will never see the light of day but some that might.How do we incentivise and enable collaboration within an organisation? How to make it part of the fabric of the company? Enterprise 2.0 helps with this, embedding the tools that enable the cultural shift within an organisation - give the tools to the staff and stand back ie not try and control the use of them.Two emerging areas where enterprise 2.0 stuff matters: customer service and innovation/new product development. Tension between top down and bottom up - also a company like Humana needs to be very aware of privacy with regards customer records so approaches it more by creating separate externally facing tools that don''t connect directly with internal data.In development their is always tension between IT and the social media evangelists - need to get people in the same room to talk about their relative perspectives. It''s hard for IT given that as soon as something goes wrong they get nailed - and in a modern, social media driven world rapid development doesn''t sit particularly well with the traditional IT perspective (scope, develop, test, release) - need to deal with the concerns from both sides.Things are merging - IT conferences talk about social, PR conferences talk about social. Social media is becoming the hub around whic

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
The State of Cloud Computing - Fall 2020
The State of Cloud Computing - Fall 2020
Download this report to compare how cloud usage and spending patterns have changed in 2020, and how respondents think they'll evolve over the next two years.
2021 Outlook: Tackling Cloud Transformation Choices
Joao-Pierre S. Ruth, Senior Writer,  1/4/2021
Enterprise IT Leaders Face Two Paths to AI
Jessica Davis, Senior Editor, Enterprise Apps,  12/23/2020
10 IT Trends to Watch for in 2021
Cynthia Harvey, Freelance Journalist, InformationWeek,  12/22/2020
Register for InformationWeek Newsletters
Current Issue
2021 Top Enterprise IT Trends
We've identified the key trends that are poised to impact the IT landscape in 2021. Find out why they're important and how they will affect you.
White Papers
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Sponsored Video
Flash Poll