Video Interview: The Hierarchy of Social Business Maturity

Below, you can access a video of me presenting the highlights of my latest research on social business maturity. Above: Click image to access video. Thanks to Jonathan Gourlay of Search Content Management for interviewing me after my keynote at KMWorld in DC, discussing our latest research report, which you can download on Social Business Readiness. Here’s the slides from my keynote at KM World, which match the report, as well as the video above. In this video interview (embedded above) I discuss the highlights from our latest report, I also discuss the Corporate Social Strategist, the leader of the social program on the business side within corporations, read a report about their career as well. I’m looking forward to … Continue readingVideo Interview: The Hierarchy of Social Business Maturity

Corporate Communications, Disrupted, Yet More Important Than Ever Before

Traditional Communications Disrupted: Bigger, Faster, Riskier. The rise of social technologies over the last few years has impacted the corporate communications department the first and often most severe.  From angry bloggers to ratings and reviews these departments were some of the first to respond, and take ownership.  In fact, Altimeter’s Research (figure 6.3) indicates that 30% of Corporate Social Strategists report to Corp Comm, 41% report to Marketing, where Corp Comm may reside under.  Despite this adoption, these departments have undergone three major changes. Nearly all Employees are ‘Corporate Representatives’. Both a blessing and a curse, now traditional corporate spokespersons are spread to any employee who participates in social communications –even if they don’t ‘officially’ represent the company.  Furthermore, we … Continue readingCorporate Communications, Disrupted, Yet More Important Than Ever Before

People on the Move in the Social Business Industry, Nov 20, 2011

While I’m comitted about tracking the roles in the social business space, earlier last week, I asserted that if the Corporate Social Strategist does their role well, it goes away, it drew quite a bit of dialog. The hires in the social business space continue to heat up, in fact the market research data (read the report) shows that hiring is the top spend in 2011. Expect there to be more hires over coming quarters.Both the submissions on this job announcement board, as well as available social media positions at corporations continue to pour in. In this continued digest of job changes, I like to salute those that continue to join the industry in roles focused on social media, see the archives, which … Continue readingPeople on the Move in the Social Business Industry, Nov 20, 2011

The Peculiar Marketing Trends Among The Social Software Industry

The social software space has been conducting some interesting marketing techniques, and I’m here to comment on what I’ve seen.  Being an attendee at dozens of shows a year, also receiving more emails than I can count from these vendors, I wanted to provide a broader perspective, and then get your comments. In addition to the usual forms of marketing from working with PR agencies, press releases, taking over SERP pages of a competitor,  brochures, white papers, case studies, webinars, and the lot, I’m seeing a few interesting trends in their marketing mix I wanted to highlight: 1) Social Software Vendors Ironically Invest in Airport Display Advertising. While I’ve heard about it, I saw it for the first time in … Continue readingThe Peculiar Marketing Trends Among The Social Software Industry

Number of Fans and Followers is NOT a Business Metric –What You Do With Them Is

Companies are frequently misguided by relying on fan and follower count as the primary measurement for their social media investments, instead they must focus on the outcomes of these fans and followers. We wouldn’t buy a car without looking under the hood, or buy a house without getting it inspected, or hiring an employee without doing a background check, so we should also ensure we’re providing the right metrics for our social efforts. Because fans and followers are so easily viewable by all employees of our owned social accounts as well as our competitors, it’s easy to use that as a default index. In fact, strategists should not serve up fan and follower data to executives, as they often self-diagnose … Continue readingNumber of Fans and Followers is NOT a Business Metric –What You Do With Them Is

Aspiration: Trusted (Negative) Customer Reviews on your Corporate Homepage

It may surprise you, but a sign of a mature social business is to allow negative customer reviews right on the homepage. Hard pill to swallow? Absolutely. Many brand managers, CMOs and CEOs will resist tarnishing the brand, yet savvy social strategists know to enable a trusted place for prospects, reviews from actual customers will need to surface during their decision making process. In fact, consumers often get this data from third parties, and the savvy strategist knows they want this to happen closer to their point of transaction on their corporate homepage. Why? It shows a sign of confidence that a brand is willing to allow all customer opinions closer to them, and ideally they are responding to fix … Continue readingAspiration: Trusted (Negative) Customer Reviews on your Corporate Homepage