Trends: Will Social Business Strategy Take the Lead in 2012?

  • Forbes contributor Fred Cavazza predicts that “Social Business” will become the top buzz term of 2012.
  • “Social Business is not a technology, a practice or a strategy, it’s a unified vision of social media usage inside and outside of a company,” he writes.
  • “The objective of social business is to rethink the company’s strategy, processes and culture with a social lens,” he adds. “Social business’ credo is to build a social layer which will stimulate conversations, connections, shares and interactions inside and outside your organization.”
  • To achieve an integrated approach, Cavazza recommends six concepts (the post includes a related infographic): 1) “Rethink marketing to improve transformation and clients satisfaction;” 2) “Rethink commerce to improve segmentation and fidelity;” 3) “Rethink CRM to improve market insights and your products visibility;” 4) “Rethink knowledge capitalization to stimulate collaboration and expand internal communities;” 5) “Rethink collaboration to foster contributions and subject matter experts’ identification;” and 6) “Rethink internal communities to boost social learning and collaborative practices.”
  • “Extra value cannot be delivered with better softwares, or with a better strategy, it can be delivered with enhanced processes and behaviors. So in the end, social business is more about changing culture and habits, i.e. improve social interactions between human beings, wether they are customers, prospects, employees, contractors…”

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