Skip to Main Content
Access your saved content
Brand promises, delivered
Social media is beginning to make its impact on business, yet businesses are a long way from being social. Digital and social influences have forever changed the expectations of both customers and employees. It has affected the speed at which customers expect to be serviced. Social has redefined what “easy-to-do-business-with” really means and everyone expects a company to know at least a little bit “about me” when talking with them.
This is a stark contrast to how businesses have been built in the past with a clear hierarchy of controls, a corporate curtain over any and all communications and all products and services being built and delivered with a one-size-fits-all approach. Companies have spent decades telling customers and employees what their brand is supposed to mean.
Social now requires companies to deliver on that promise. This new age requires that companies deal with customers on their terms including when, where and how they want, and it requires that the interaction be relevant to the situation and their needs at the time.
Many brands have started to “be -social” by setting up a listening post and making content extensible on social networks. Communications are still just managed by a few people in the public relations or marketing departments and customers still get only what companies serve out.
High-performing businesses of the future will transform every part of the enterprise and enable employees to be more accessible, messages to be more relevant so that every interaction will make up the new customer experience. Ultimately, high-performing companies of the future will be required to deliver on the promise of their brands.
Developing a social business is not something that happens overnight. Corporations are traditionally not set up to be successful as a social business. Organizational charts must be rationalized, employee skill sets re-imagined and the execution of business objectives re-evaluated when addressing how to socially infuse existing processes and functions across the enterprise.
Executives, long-trained to make decisions based on researched information regarding total risk versus total benefit, see social media through a different lens than do customers. Becoming a social business may be a prerequisite to maintaining market share, but this transformation requires a proper plan.
How do you design a social business that has the ability to infuse and empower the right parts of the enterprise while still keeping the controls needed for business purposes? While there is no “silver bullet,” as no two companies are the same nor can they manage to the same expectations, Accenture Interactive has developed a set of social business components that harness the potential of social media, yet incorporate the proper controls and manage the risks appropriately.
What are some of the key components of an Enterprise Social Business? View Enterprise Social Business: Key Components presentation.
Read More: Social Media Monitoring and Analysis Overview. A presentation by Jason Breed at Social Media Plus, November 16, 2011.
Accenture Interactive offers a range of social media solutions from diagnostic assessments, through strategic planning, business integration, social enterprise innovation, analysis and optimization. An overview:
*SNAP Services: Social Network Analytics Platform
View this example of the Social Media Diagnostic for more information on how it can help you identify key priorities for becoming an Enterprise Social Business.
To explore how to maximize the potential social in your business contact Jason Breedjason.firstname.lastname@example.orgTel: +1.239.272.6433
Skip Footer Links