The debates may still continue, but the time has come to put Social Business to work.
We also heard some practical suggestions for how to reach your on-the-go audience, how to wrassle your taxonomy into submission and looked into how big data without smart analytics is just a whole lot of bytes with nothing to do.
Time to Roll Up the Sleeves
Luis Suarez (@elsua): Social Business (at long last!) is getting down to some serious work, allowing knowledge workers to become more effective and productive at what they already do, that is, excel at their jobs.
This insight came after attending the the recent Enterprise 2.0 conference event that took place last week in Boston. A lot has been written in the last few days about some of the major highlights from the event (along with some phenomenal live blogging on the event itself courtesy of rather smart and talented folks like Mary Abraham and Bill Ives), that, if anything, confirmed this growing trend that most of us who have been involved with Social Business for a while now were happy to see finally becoming a reality.
Michael Brito (@britopian): I don’t like to argue definitions. It’s a waste of time, especially when you only have 140 characters to make a point. So if it’s social business, social enterprise, social organization, social this or that, it doesn’t really matter. What does matter is what comes out of a business when organizations (employees at all levels) begin to change they way the communicate, lead, behave and work.
Rich Blank (@pmpinsights): Often times I talk to organizations who have no idea what their goals are or what they want to do with the latest and greatest social tools on the market. They focus too much on the technology and whether it looks pretty or is simple to use. They have no strategic focus, just a "feeling" that investing in enterprise social technology is the right thing to do or because some analyst told them to look at specific vendors.
Jed Cawthorne (@jedpc): The CMSWire theme for June is "What's working in social business in 2012?" I don't have enough knowledge to make any sweeping statements about what is or is not working, but I can deploy the standard consultants response: "it depends!"
Whether or not social business is working for you and your organization depends upon many contextual factors. To start, what definition of "social business", social computing, social technology or even Enterprise 2.0 do you subscribe to? Do you have a positioning paper, a policy document or a published strategy that defines these terms for your organization? Do you know what your aims, goals and objectives are? Do you have a well defined end state to shoot for? If not, you might find that it's helpful to develop this, even if you do it in parallel with getting some technology sourced and deployed.
Kelly Craft (@krcraft): As more and more SMBs dive headlong into the big social pool, I often imagine a lifeguard blowing the whistle while pointing firmly to the ‘No running on the deck’ sign. If you go too fast, you’re sure to slip and break something. There are big differences between swimming in clearly defined lanes in the relatively calm confines of the ‘traditional’ marketing pool, as opposed to navigating the undercurrents and sometimes stormy waters of the big social sea.
On May 23, the White House issued a government-wide plan for providing better digital services to citizens, “Digital Government: Building a 21st Century Platform to Better Serve the American People."
In an accompanying memorandum, President Obama wrote that, “the innovative use of technology is fundamentally transforming how the American people do business and live their daily lives.” Further, he charged all federal agencies with, “implement[ing] the requirements of the Strategy within 12 months.”
Dan Keldsen (@dankeldsen): As expected, this year at #e2conf there was some discussion about Gamification — and the associated ongoing confusion and a fair amount of hostility regarding the term, techniques, drivers and tools.
Tools of the Trade
Virginia Backaitis: Social, mobile and free. How’s that for a hook?
Or does Work, Life, Simplified sound even better?
Don’t worry, you don’t have to choose, they all apply to Hookflash, a new iPad app that helps professionals communicate with their peers and colleagues via instant High Definition video calls, voice and text messages anywhere on the planet for free.
Chris Wright (@scribbleagency): Microsoft has made no secret of its newfound love for a touch interface (I’m assuming we are ignoring Windows for Pen Computing and Windows XP Tablet as pretty much everyone else did). It is the standout feature for the majority of its latest product offerings.
Virginia Backaitis: Is social media technology?
To many of us this seems like a ridiculous question. We’re certain the answer is an obvious, unequivocal yes. We point to Facebook, Twitter, Yammer, Jive, SocialCast, YouTube, blogs and the like as examples. We refer to what Wikipedia says:
Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."
It’s an open and shut case, right?
Meeting Needs With Content Delivery
Ahava Leibtag (@ahaval): If you’re paying attention to your mobile content strategy, you may be confused about which analytics you should be tracking. Mobile is a different animal and requires tracking your users in a different way.
Gerry McGovern (@gerrymcgovern): Do people want a simple life? Or do they want the complex life made simple?
A few years ago I read an article about the failure of Lively, Google's attempt at creating a virtual world / environment, similar to Second Life.
Lively was by all accounts really easy to use. But, "if you dumb something down far enough, very few people will actually want to use it," Tateru Nino, the author of the article wrote. He went on to introduce a concept called "necessary complexity."
L.N. Balaji: "As business executives see the potential of technology to transform customer channels and the customer experience, their view of technology has leapfrogged conventional ideas of IT.” Dave Aron, Vice President and Gartner Fellow
This statement and the study that it is based on indicate that CIOs are progressively favoring technologies like business intelligence (BI) and analytics, mobility and cloud computing in order to maximize customer experience management (CXM) by skewing business priorities related to customer satisfaction.
Getting Smart About Your Information
Chris Bucholtz (@bucholtz): One of the advantages of having been around technology for a while is that you gain a perspective on trends. What younger people are seeing as new, looming directions for technology tends to be the latest wave of a past phenomenon, but if you haven’t seen it before, it looks unprecedented.
Big Data is just a trend. It’s nice to see the proliferation of data called out and identified as a potential problem and a distinct opportunity, but before anyone gets too wigged out about the sheer volumes and the potential challenges, you should consider the past.
Mike Doane (@mikedoane): Last time I presented Part 1 of this three part series on governing taxonomies, focusing on the initial steps in taxonomy development (e.g. taking the initial steps to building out a taxonomy, project planning, etc…). For this post, I want to talk about the Maintenance Processes, or what to do with a taxonomy once it’s built.
Next week will see the kick off of our focus on content marketing and a whole lot of hot dog eating. Be sure to check it out!
Title image courtesy of Robert Kneschke (Shutterstock).