“So, what can companies do [about social business]?
“Experimentation is key. I believe that social champions are evolving into champions of change and internal transformation. I actually see businesses changing how they approach social media to deliver value to the consumer,” Solis said. “We’re at the end of decades of moving away from the customer, automating their experiences, and interpreting loyalty by how much they spend not how much they drive business and that’s changing because of the tenets social media encourages. But not of this is possible without the voice of the consumer and employee gaining strength and the voice of change agents who are making a difference internally.”
When I work with companies in helping them do social business, this is exactly what I say/think/do. Social Media is not a stand alone that someone with a twitter account can do. In itself, it’s not a strategy – it’s a tactic. Doing social business takes someone knowing businesses, of being able to think differently, of knowing how to connect the internal structure of a company to an external community and more over, being able to create the internal change needed to bring it all together.
It’s often a hard and long processes because exec’s think social media is pure marketing and often entry level. But it takes someone with leadership, creativity, insight and human/business understanding to do it right.
Most of all, it takes passion and courage to be a change maker. Because the resistence you’ll get initially and the blockers that will keep popping up and the amount of ideas, meetings and selling you’ll have to do will be a lot.
But so will the rewards.