With our "From Social Media to Social Business" Tweet Jam wrapped up, it's time to do a summary of what was a great discussion.
We usually record an archive of our tweet jam on Cover-it-live, but it bailed on us last week and chose to record less that 1% of the discussion. However, I opened a Tweet Chat room and was smart enough to save the room as an HTML file. Which means that along with the summary below, I'll also provide a download of the full session to read at your leisure. For now though, let's look at a summary.
And it is a good read.
1. How do you define "social business
First of all, there was a bit of contention on the term social business. Not everyone agrees that its a valid term, others say we have always been social, it's the technology that's changed.
jacobm social business is a term developed my marketers/vendors, no companies actually use it
lehawes We need to focus on and communicate benefits of social business philosophy and tech, not the definition.
Lee Hawes is right. We need to put aside the "right term or not" discussion and just talk about what saying it really means. That is what most people did, and the tweets make it clear: it's about engaging and participating, not just with customers, but with employees. It's an inside/out deal.
CeciliaEdwards Q1. Shifting from using a bullhorn to speak to customers and market and shifting to two way conversations
arslogica Q1 All business is social, but we’re talking here specifically about technology that fosters new ways of communicating.
davidhillis Q1: A few SB areas: In-bound marketing, social intranets, voice of customer, communities, & social support
OneDeskApp Q1: Social business = community engagement, collaboration and customer-driven innovation
yaacovc Social Business is putting people first, bureaucracy and business process second
billycripe What's Social Business? It's an organization where *all* employees are on the front lines & all customers can engage Q1
alanlepo Q1: That's easy, I don't use the term Social Business. I talk to customers about how software can help connect people & content
ThinkBluePR Q1: IBM defines social business as looking at business processes differently, using social media to drive business outcomes.
Greg2dot0 Q1. SocBiz is about listening, understanding, adjusting, communicating, changing & repeating
pmpinsights Q1: social business views its entire value chain as a set of collaborative networks called communities
ThinkBluePR Q1 Definition of Social Business. The most important dimension of social business is collaboration
2. How do collaboration and social differ?
Is social synonymous with collaboration? No. Some equate social with the external relationship and collaboration with the internal employee relationship. Most say social is an element of collaboration.
Greg2dot0 Q2. Social is not just about collaboration but teamwork. Not everything requires us to work together but to orchestrate
pmpinsights Q2: Collab vs. social — difference seems a little semantic. "Social" should lead to more effective collaboration
tdebaillon Q2 "social" is larger, means collaboration, competition, coopetition, cooperation, conversation…
CoreMedia_News Q2 All collaboration is inherently social, but not all social activity is necessarily collaborative
lehawes Q2: They don't. Social is an aspect of collaboration. People must find each other and communicate to collaborate.
alanlepo Q2: Collab is abt people working together. Social is making that wrk transparent so that others can learn/contribute
dpontefract Collaboration=the behaviour. Social Business (to me) is the external/customer facing application of it. Collab happens ext & int
Joshua_D_Paul Q2: Collaboration has always been around. Social refers to the tech that helps people collaborate more easily.
arslogica Q2 Collab and social overlap, but collab is usually more asynchronous (editing docs). Social is more often in real time.
ITSinsider Q2 social is the zeitgeist of the post-industrial world. open, transparent, human.
ITSinsider 2/2 new collaboration/sharing draw from social principles.
3. Who should own the social business strategy?
There was much agreement on this question. Billy Cripe said it best "*Ownership* of SocBiz Strategy seems like an oxymoron. If the rising tide lifts all boats then Accountability must be shared Q3". Is a social business strategy a standalone strategy? It shouldn't be. Social initiatives should be focused on the overall business strategy. It's the actual implementations of these initiatives that may be business unit driven.
deb_lavoy Q3 social isn't separate from business - its all one strategy
CoreMedia_News Q3 Who owns it is less important than who participates – all business units have an equal stake in the social conversation
tobyward Socbiz strategy doesn't rest w 1 person or group per se, but should be a subset of the total business strategy
ITSinsider Q3 ideally a multi-disciplinary blend of change agents within a large organization
yaacovc The all thing about Social is that there is NO OWNER
billycripe Collaboration projects can have ownership. Social business is part of the fabric of an enterprise.
arslogica Q3 Strategy should be defined by a cross-functional VP team. Tactics should be *coordinated* and executed by marketing.
Greg2dot0 Q3 Organizations need to realize this needs to be a global function otherwise turns into a pissing contest.
KathyHerrmann Global "ownership" isn't realistic but global participation is. Social strat still needs a champion or champion group to drive.
themaria There should be a center of excellence, but implementations are going to be driven by business units.
4. What are some key factors when making the business case for social initiatives? Is demonstrating ROI critical?
This question ended up being a discussion mostly about ROI — can you measure it? yes/no. The reality is though that while ROI is important, it's equally important to consider factors that can't produce definitive ROI, like solving a business problem or more effective collaboration. Bottom line is you do need to know what your expected outcomes are and understand how you can measure them.