Page 100 - Social Media Marketing

c h a p t e r 3 : ╇ B uild a S ocial B usiness╇ ■
Review of the Main Points
78 grating social media analytics with internal business metrics produces useful,
Hands-On: Review These Resources
chapters in Part III, “Social Business Building Blocks.” For now, focus on the attrac-
tion to social media by customers and how they use it to improve decisions and then
ask yourself, “What if my organization could behave this way and tap this collective
knowledge directly?” Digging into that question will lead right into the remaining
chapters.
This chapter provided an overview of the considerations when moving toward social
business practices. In particular, this chapter covered the following:
• A social business uses the same Web 2.0 technologies that power the broader
use of social media to connect itself (externally) to its customers and to connect
(internally) its employees to each other.
• Social media marketing and the activities associated with social business are
fundamentally measurable. Because the activities are expressed digitally, inte-
valuable insights that can guide product and service development efforts.
• Your employees can be connected via social technology just as customers already
are: Using a platform like Socialtext, for example, results in an internal, social-
profile based linkage that encourages and facilitates collaborative problem
solving.
With the basics of social business defined, you’re ready to begin thinking
through what this might look like in your own organization, and how connecting your
own working team together with customers through collaborative technologies can
speed and refine your business processes that support innovation, product and service
delivery, and similar talk-worthy programs.
Review each of the following, taking note of the main points covered in the chapter
and the ways in which the following activities demonstrate these points:
• Arrange a meeting with your CIO or IT leadership to review the social capabili-
ties of your current intranet or similar internal information sharing tools.
• Create an inventory of your current social media programs. List out home bases,
outposts, and passports (see sidebar earlier in this chapter for definitions of
each) and then define the metrics and success measures for each.
• Meet with the leadership of your customer service and product design teams,
and meet with legal and HR to review the requirements or concerns with regard
to connecting employees in a more collaborative manner, or engaging more fully
on the Social Web.