From Social Brand to Social Business

Since the birth of the internet, the social customer has been gaining influence every day.  With technology innovation and the rise of social networks, their voices are  amplified well beyond the four walls of the living room; and it’s also alive and well in the Google search engine results page too for others to read.

Many companies caught wind of this early and moved fast. They started engaging in early networks like MySpace and then eventually graduated to corporate blogs, Facebook and Twitter.  For the most part, and I say this loosely, most companies do a pretty decent job at engaging with the social customer. Of course, every now and then, mistakes are made but most organizations understand that they have to be more transparent and human.

I think that most would agree that friends, fans and followers are important; and that companies increase their community membership by engaging in two-way dialogue with the social customer. However, while many organizations are attempting to become a social brand and increase their effectiveness with community engagement , they are failing to understand that they need to humanize their business operations first, hence the evolution into a social business.

From the outside looking in, most wouldn’t recognize and understand the challenges that social media has created within the walls of the enterprise. The anarchy, conflict, confusion, lack of communication and collaboration; and organizational silos that exist behind the firewall is not visible.  These challenges make the process of becoming an effective social brand much more difficult and less effective. So for some organizations, this quest to becoming a social brand and a social business is one of a simultaneous effort.

A social business deals with the internal transformation of an organization and addresses key factors such as social organizational models, culture, internal communications, governance, training, employee activation, global and technology expansion, team dynamics and measurement. It essentially involves an organization to humanize its business operations across every job function.

BIO:

Michael Brito is currently a Vice President at Edelman Digital. He writes frequently in his social media blog and just finished writing his first social business book, Smart Business, Social Business: A Playbook for Social Media in Your Organization which will be released in July. Follow Michael on Twitter at @britopian.

  This article was written for Business 2 Community by Jay Leonard.
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Author: Jay Leonard

Jay is a UK-based cryptocurrency expert, specialising in fundamental analysis and medium to long term investments. Jay has a great deal of hands-on experience in analysing financial markets and performing technical analysis. Jay is currently focusing on the institutional adoption of cryptocurrency and what it means for the future of

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