Online Member Center
Not a member? Sign Up!
8 comments on Blog Post Title
10:54 EST on Jan 12, 2011
Great post! I think you laid out the right questions. While I agree with Jay and Amber that the future will look back and laugh at this question, I agree with you that there is a whole lot of pain to go through first. I like to think that social is breaking down some of the silos that exist in our companies and will force us all to own an appropriate stake in our customer’s success. So for me it will come down to the customer and enterprise-wide ownership of their satisfaction, loyalty and retention.
12:05 EST on Jan 12, 2011
Sarah thanks so much for the great post and the kind words about the book.
You nailed it with “The enterprise owns social media, even if they don’t know it yet.”
Exactly. That said, most companies take an initially reactive approach, answering questions/comments from customers and prospects. Thus, a customer service component makes a lot of sense at first.
12:31 EST on Jan 12, 2011
Really excellent post. While I think that Jay and and Amber are prescient, I would disagree that social media changed consumer behavior. I’ve been in New Media on and off since before the creation of the first social network (Six Degrees founded by Andrew Weinreich) and have been on the business, agency and research side. The world that was done while I was at Iconoculture, shows the consumer shift already took place before social media became mass market. Social Media simply provided the tools to prove to brands that they didn’t own their brands anymore.
I foresee a massive shift in the organizational landscape of corporations. I’ve already seen this happen with several corporations, including Carlson Hotels who had the foresight to hire a ‘Chief of Consumer” role. (Although I don’t recall exactly what the title was.) We see this starting to happen with our clients and prospects, although it’s the small to mid-size clients who can move their organizations faster to address this massive sea change. At some point the larger companies will catch up.
12:45 EST on Jan 12, 2011
Bang on Sarah. This is one of the key questions we ask clients when developing their social media strategy and implementation plan. Besides the customer facing segments of marketing, sales, PR and customer service, another group that increasingly has a stake is HR. Some clients are using social networks like LinkedIn and even Twitter and FB for attracting top talent.
15:57 EST on Jan 12, 2011
Michael, I agree with the fact that input from (and interaction with) the social layer is breaking through silos. I wonder if this will truly force organizations to be absolutely customer-centric.
Good point (and good insight, as usual) Jay, about customer service being a logical starting point.
16:23 EST on Jan 12, 2011
True. Fingers crossed…
16:44 EST on Jan 12, 2011
Great point, Elena! I knew I forgot something!
Fill in your details below: