“Even though we’re operating with the best of intentions in social media, we are still operating from silos. The customer however, does not see silos, they see the company as one.” – Brian Solis, The End of Business as Usual.
I have only been active on popular social media sites like facebook and twitter the last year or so and much of what I have read about how organizations use social media in that time revolves around marketing, communicating and engaging with customers, those external to organizations. However, in the last few months, I have noticed more mentions of social business, which Michael Brito describes as “any company that has integrated and operationalized social media within every job function (and process) internally.” IBM describes social business as “one that embraces and cultivates a spirit of collaboration and community throughout its organization—both internally and externally.” Several companies have already embraced this concept per this report Research Summary: Introducing The 43 Use Cases For Social Business (Social Enterprise) by Constellation Org. Advocates of social business including Mr. Brito, Mr. Owyang, Mr. Solis and Mr Bradley/Mr MacDonald all emphasize the following points in some form: 1) social business goes beyond technology, it involves people, processes and culture 2) embracing the power of collective wisdom from internal employees and customers and 3) holistic approach – no single unit owns social efforts and customer service belongs to everyone in the organization.