Organizations cannot have effective, external conversations with consumers, unless they can have effective internal conversations first. And when I refer to internal conversations, I mean much more than a few monthly conference calls and a collaboration forum.
Based on my observations and experience working at HP, Yahoo and Intel; organizations that are thriving to be a social brand must first focus on organizational change, hence this evolution into a social business.
The challenge is that almost all brands today are already engaging with consumers on the social web. Facebook, Twitter, branded communities and other social networks are now dominated by brands and most of them are doing a pretty good job. What’s not visible to most is the anarchy, conflict, confusion and lack of communication that exists behind the firewall. So the quest to becoming a social brand and a social business is a simultaneous effort.
I have been working on trying to categorize this evolution into 3 pillars – people, process and technology (it’s a work in progress).
Oh, and I am contemplating on writing a book about this. Not sure yet.