Social Technology and Business Decisions
Create a Social Business
this book started with the engagement processes and the ways in which interaction and participation with social content can connect your audience with your brand (for better or for worse!). Built into the engagement process is a recognition of the new role of the customer, now much more of a participant in the marketplace and increasingly in the businesses and organizations that serve it.
The final foundational element of the social business ecosystem and its collaborative processes— exposed the collective knowledge of the Social Web and showed you how to use it in building, running, and evolving your business or organization. Collaboration between the business as a whole and its customers is the hallmark of a social business.
Collaboration in the context of social business means several things. First, it means working together, which is pretty obvious. Less obvious is who is working together. Social business implies a collaborative process not only between the business and its customers, which is tough enough but also within the business itself across silos and between individual customers. Using the combination of conversations and active listening to guide your business planning process is a logical but deceptively simple—approach to social business
The Innovation Cycle
The combination of social-media-based marketing and the application of Social CRM is powerful. Connecting customer intelligence and what is learned through active listening deeply into your business results in a customer-driven innovation cycle
Understand the Conversations That Matter
Listening to the conversations in your marketplace is the starting point in becoming a business that deeply integrates customer input. The application of more rigorous analytics to these conversations yields clues as to how an organization might use this input to improve a product or service. It also reveals why the highly recommended crossfunctional work team approach to managing the Social Web is so essential.
Consider the Workload
If you’ve ever looked at conversational data pulled from the Social Web perhaps you’ve tried Google Alerts, for example, you’re no doubt thinking Sounds great, but who’s going to filter through all of this? If you’ve got a small brand, or you’re in an industry that isn’t talked about a lot, or you are a professional services consultant, realtor, or similar.
you may have relatively few conversations that are of interest to you or require your attention. If you’re Coke or Boeing or Bank of America, and in particular if your industry is in the news currently or is otherwise talkworthy, you may find yourself facing hundreds (or orders of magnitude more) of conversations daily.