What is Social Business?

The social customer is very influential. In the early 2010’s, companies realized this, saw the “bright and shiny” object of social media and jumped in head first with zero planning. This has caused organizational chaos on a variety of different levels.

Today, companies are realizing that they must spend considerable amount of time focusing on internal social media objectives – changing behaviours, optimizing business processes, building communication/collaboration models, training, and overall social business planning. There is much more to consider, but you get the picture.

When it comes to social business, you might wonder if your business has what it takes to make the change. What if your employees aren’t ready? Or worse, what if they make decisions that impact you negatively?

The benefits of social business can be huge: you can reach more potential customers; you can respond to problems faster; and you can gain huge insight into what customers and employees want from your business and what will make them advocates for you. The obstacles, however, can seem huge too.

Fortunately, when it comes to social business, you only need a few things to put you in the right direction:

  • strong leadership to inspire a desire to change and imitate;
  • a company culture that embraces change and creativity;
  • and the ability to set realistic goals and expectations for a social business.

Those factors might seem more daunting than easy. However, when you have a plan and a strategy, social business starts making sense.

To help put social business into perspective, Michael Brito gave this presentation in 2012 when he was Senior Vice President, Social Business Strategy at Edelman. It’s still as relevant today as it was way back then. Enjoy!

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