Social Tools Don't Make You A Social Business - InformationWeek

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Social Tools Don't Make You A Social Business
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Shane M. O'Neill
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Shane M. O'Neill,
User Rank: Author
8/6/2013 | 4:47:59 PM
re: Social Tools Don't Make You A Social Business
Great insights here. My rule of thumb is if social business tools are not improving productivity then you are not using them right. Mind you, productivity doesn't just mean increased revenue, content production or Web traffic. It can also mean getting people communicating better. Harder to quantify but vital nonetheless.
David F. Carr
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David F. Carr,
User Rank: Author
8/6/2013 | 9:48:24 PM
re: Social Tools Don't Make You A Social Business
Does anyone really think having a Twitter account makes a business a social business?
D. Henschen
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D. Henschen,
User Rank: Author
8/7/2013 | 9:09:31 PM
re: Social Tools Don't Make You A Social Business
And knowledge management won't make you knowledgeable and having big data won't bring you big insights and having a CRM system won't make customers manageable and... When will we learn that technology is an enabler, but change management is required to get people out of the same old behaviors.
Danielyhkim88
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Danielyhkim88,
User Rank: Apprentice
8/8/2013 | 8:03:13 PM
re: Social Tools Don't Make You A Social Business
Thanks for the great information, Vala! I agree that a business without effective internal communication can not be considered a social business. Moreover, it is necessary for a business to actively engage with their customers, creating participatory campaigns that provide clients an incentive to communicate. Without the crucial customer feedback that is collected from these social campaigns, a business will lose its competitive edge. Therefore, it is necessary for all businesses to commit to an intelligent social CRM like GreenRope, with the capability to collect/organize customer data effectively. However, employees may be skeptical of an SCRM software, and there is a real danger of data stagnation. Therefore, to change the internal preference of SCRM adoption, there must be a top-down approach. The head of the company must emphasize the active participation of their entire business, during this transitional period. Without this emphasis, an intelligent SCRM will not be able to flourish.
FlorinRotar
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FlorinRotar,
User Rank: Apprentice
8/13/2013 | 9:23:20 PM
re: Social Tools Don't Make You A Social Business
Good points! However, I would mention that in my experince, really forwardleaning organizations use a data and analytics based approach to guide them through the journey. They use data to get a fact-based understanding of AS-IS, and identify areas of improvements. These lead to well defined and targeted initiatives, the progress of which is once again measured and evaluated through data. And the loop is continuous. This also allows them to link the business objectives to social KPIs, and further to a set of adoption and usage metrics. The best organizations are even able to very accurately quantify and qualify the hard and soft business value of social. I've even seen organizations being able to match this to a real-time diagram of how the "social organization" is working and collaborating (which often is very different to the official org chart :) )
Bottom-line: tools are not the answer per-say, but technology *can* play a key role in the journey....


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