Bankruptcy Attorney

best online homework help sites
best cv writers
ghost writer jobs
where can you buy brief paper
essay of freedom writers
research proposal on behavior intention of service customer
how to write my cv profile
get paid to write poetry
resume writers virginia beach va
abridgment writing services
please write my paper for me
homework helping music
resume services denver colorado
cover letter ideas for customer service
help with speech articulation
help writing a abstract for a abstract
paper buy
write my paper in hours
best abstract writing services washington dc
best conspectus writing services for teachers
get writing paragraphs and essays. 1st canadian edition
curriculum vitae help usa
essay body systems work together
help to write my essay
annotated bibliography alphabetical order
al jihad books customer review
online homework help chat free
resume services ventura county
buy your own iron on paper
nursing essay writing services uk
help on college essay
coursework help gcse science
powerpoint presentation services india
where can i get essays in hindi
certified federal resume writing service
business plan writing services atlanta
professional help writing a resume
professional resume writers in birmingham al
help writing college essays
how to help your kids with math homework
professional resume writing service portland oregon
customer essay
chemistry homework help online
how to get work as a ghostwriter
help with dissertation topics
paperback writer band
buy powerpoint 2007
cover letter for customer service advisor job
online paper writing service
cheap place to buy tissue paper
custom write panels wordpress
buy writer39s desk
free resume writing help toronto
income for freelance writers
math homework help online chat
get a professional business plan
letter of recommendation writers
entry level cover letter help
custom research inc
professional writing services chicago
anxiety case disorder generalized study
professional resume writer durham nc
10 best synopsis writing services
professional essay writers raleigh
pay someone to write my precis
certified resume writer albany ny
resume writing services in baltimore md
help kids with homework online
war of the worlds essay help
executive resume writing service boston
biology homework help for kids
parts of a lab report in order
online accounting homework help free
custom research essays
dissertation editing services online
college homework help online
write my thesis uk
ghost writer for hire rap
free live homework help alabama
need help writing a good thesis statement
letter of recommendation services
online writing service
resume services las vegas
best essay writers
digest helper
help dissertation question
help with assignments online
where can i buy a book report
resume help san diego
professional resume writing service new york
physics coursework help
resume writers kingston ontario
help writing cv student
pinellas county homework help
how to get resume template on word for mac
custom printed note paper
the cambridge essay service uk
get your cv written by experts
professional cv service london
resume writing services canada
resume writing services in dallas tx
resume writers in long island
homework help for students mineral information institute
help writing a cv free
buy argumentative research paper
should i buy an essay online
political science assignment help
business essay writing service
essay eating disorder
case study 3 on cash budgeting
professional resume writer indianapolis
write my research paper for free
resume writing services in greensboro nc
how much can a ghost writer make
best buy resume paper
cheap custom writing reviews
best precis help
high school english homework help
buy law school personal statement
service learning essay
education homework help
resume writing services new york
personal statement editing service
science homework help websites
how to write my college essay
dissertation writing services in the united states
can i buy an essay now
help with creating a abridgment
professional resume writing services in houston
term paper writer help
essay revision help online
list of best recommendation letter writing services
precis help skills
uc personal statement 1 help
cheapest custom essays
resume writing services birmingham mi
resume services indianapolis
tips to help with homework
veterinary medicine personal statement help
cheap custom essay papers
book report help sites
paper bag buyer email
can you write my research paper
ways to help do homework
cv writing services canada
compendium helpers
buy dissertation topic
essay writing service in toronto
professional essay writers in toronto
curriculum vitae writing services
custom papers essays articles concept
buy a persuasive speech
buy college level papers
writing a master service agreement
write my research proposal review
paper writing services reviews
dissertation help methodology
buy research
cover letter helper online
buy an essay australia
best compendium writing services us
how much does it cost to get a business plan written
precis writing services london
purchase curriculum vitae paper
help with thesis wordpress
top cv writing services uk
live homework help lapl
essay on helping others for kids
resume writing services dallas texas
homework helps responsibility
help with writing a book
unsw essay writing help
cv writing service for doctors
online help with thesis statement
science homework help free
i need help on my physics homework
statistics assignment help toronto
abridgment writing services online
writer hire jobs
military resume writer reviews
custom essay service toronto on
custom essays services
professional help writing a cv
essay title help
custom essay papers 7
professional condensation writing service uk
book review the help questions
homework help improper fractions
social service essay example
dissertation binding service nottingham
need help writing my college essay
walmart customer survey
the help movie essay
free science homework help online chat
physics homework helper
get help with geometry homework
essay on customs
essays that i can buy
research paper proofreading services
content writers for websites

Commentary on “Principles for Building a Successful Social Business Strategy”

The students at Baruch College’s Executive MBA Cohort 31 read our book, The Hyper-Social Organization, and authored a detailed blog post with 9 principles to build a successful social business (http://baruchemba31.blogspot.com/2012/01/principles-for-building-successful.html#comment-form). They invited me to engage in the conversation with them, so here are some of the comments I have on their great piece.

On the first principle — Objectives Should Complement Strengths and Help Overcome Weaknesses –I would add that a social business strategy can humanize a brand and therefore make it more appealing to people. People relate better with other people than they do with organizations, which are a relatively new concept when compared to human evolution ( I wrote an article on this here: http://www.imediaconnection.com/article_full.aspx?id=29788 and also here in terms of how to think of social and brands – http://www.emergencemarketing.com/2011/06/25/creating-unified-customer-experiences/)

On Point II — An Executive Sponsor (VP Social Business) Should Champion Social Business Strategy and Lead Culture Change – I agree. For many (older) companies this will mean a real change management process — and that can be painful.

But I do not agree with Point III — A Single Department Should Own Social Media. I think that when successful, social needs to become part of the fabric of the company. If you give “ownership” to a department then you will end up with one more silo. Customer support needs to embrace it, IT needs to embrace it for their knowledge management and innovation, HR needs to get on board, product development. It is not just marketing and communications. You want to be like IBM, where there is no corporate twitter feed, no corporate blog, but where the employees — all employees — are encouraged to be the face of the company. See my interview with Erin Nelson, the former CMO at Dell where she talks about that http://www.cmotwo.com/2010/03/04/cmo-20-conversation-with-erin-nelson-cmo-at-dell-and-manish-mehta-vp-of-social-media-and-communities/).

I agree with point IV — A Social Media Policy and Process Toolkit is Necessary–, but you cannot be too rigid. Policies need to viewed as guiderails more so than as rigid “do this and DON’T DO THAT or else” type tools. Again, at IBM they developed guidelines, in partnership with the employees, which are encouraging rather than discouraging. The same happened at other companies like Xerox. Because the risks of screwing up are egalitarian (e.g., the CEO is as likely to mess up as the junior communications employee, and the personal risks are as high as the company risks), there is a great opportunity to mitigate risk through education.

On Point V — Technology Platforms and Investment Decisions Must be Identified Early –, I agree, but would caution not to start with technology. My partner, Scott Wilder, who used to run all communities at Intuit, used to say – if your community would not survive in a Yahoo! Group, it will probably not survive anywhere. Companies tend to start with the tools and technology, where they really should start with the tribes and their shared passion, pain and interest. They then need to pay attention at what the day in the life of a user would look like if this were to be successful. It is really product management 101 to determine the features and then select technology that will meet that need.

I agree on VI — A Communications Hub Should be Created by the Social Business Dept –, although many companies give in to the loudest megaphones on social platform and they fix the problems of the individual loudmouths instead of focusing on fixing the problems that affect everyone. A company that truly gets that is JetBlue.

I agree with VII — Trust, Train, and Certify –, although I would say that what you want to do is to allow employees to act as humans again in the work environment — and humans know how to behave as humans. Look at your families and circles of friends — it can get messy, and some people will screw up, but we know how to deal with that. So TRUST is maybe the most important aspect to focus on. Don’t build the system for the 1% of people who will screw up — build it for the 99% who will benefit from it.

On Point VIII — Be Human, Be Transparent – transparency is important, but the more important characteristic is fairness. Sometimes a company cannot be transparent, but as long as that is explained in a fair way, employees and customers will understand.

On Point  IX — Social Analytics Must Drive Key Strategic Decisions — I am not sure that I completely agree. Yes, social analytics are important. But more important is to measure the impact of a social program on a process the same way as you measure the impact of other programs on the process. So for example — if you leverage social programs as part of customer support, measure the impact the same way as you would measure the impact of the call center on customer support; if you use social programs for lead gen purposes, measure the impact the same way as you measure the impact of email marketing, etc.

But the point that you are making about mining the big data that comes with social and digital marketing is a great one. Companies need to stop storing, securing and serving up that data in fancy reports and instead mine it for actionable insights like pricing strategy, marketing strategy, distribution strategy and product development strategies.

0saves
If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.



AddThis Social Bookmark Button