May 16, 2012
In a world where social sharing has become ubiquitous — we share pictures, fleeting moods, political harangues and funny stories — we continue to hesitate to bring that sense of openness to the workplace. The idea of a social enterprise is one that attempts to capture the free flow of thought and information that we bring to our social interactions into our organizations.
Many organizations today have embraced ‘social’ as far as their marketing departments go. But, a ‘social brand’ is a far cry from becoming a Social Enterprise.
WHAT is a Social Enterprise?
A Social Enterprise is one in which social plays a role across your organization and your customer lifecycle - think social marketing, social selling, and social customer service. It stipulates a state of internal collaboration, where your employees are quickly and easily connected. Employee engagement will, in turn, deliver customer value. A Social Enterprise is the long-tail strategy for success.
Key defining points of a social enterprise include the promotion of:
- internal operations and collaboration
- client engagement
- brand building
- establishing an internal culture
WHY should your organization bring social into its core strategy?
An internal social network will engage your employees and make it easier to solve business problems faster, generating real customer value. From the customer lifecycle perspective, social media platforms can help companies discover new leads faster and then make it easier to retain customers.
Today’s buyer has changed. S/he is more educated and ‘sniffs you out’ on the web first. Studies show that prospects contact a sales rep after 60% of the cycle is complete. That means, now more than ever, businesses need to be demonstrating expertise in the consideration phase of the buying cycle on social media platforms.
The overarching reasons for bringing social across your business units are:
- To encourage knowledge sharing
- To capture that knowledge
- To enable action
- To empower employees (→ customer value)
HOW does your organization become a Social Enterprise?
The challenge is clear. How will your organization respond to customer and employee expectations to more freely and openly collaborate and share? To learn how to bring the Social Enterprise into your company, download the white paper: The Business of Going Social.