Sounds cheesy and I am halfway kidding; but if it’s not me, it really should be someone else.
The content of the book is simple.
- It’s not building a case for social business.
- It’s not spending half the book defining social business.
- It’s not an argument or rebuttal whether or not it should be called social business.
- It’s not complicated, unproven models and infographics that are meant to explain social business.
We have already played this game once with social media. It’s time to move on after 7+ years.
The content should be real life solutions to real life organizations problems. Off the top of my head and based on my experience, here are just a few challenges that exist in organizations today.
- Organizational chaos. Still today, employees are getting fired for posting questionable content in social media. The National Labor Relations Board released a report last month after they reviewed 14 cases. Google “employees fired for social media” and there are cases all the time.
- Job Function Confusion. Does PR own social media? Or is it marketing? How about customer support? Either way, both functions want control and there is conflict. Yes, still today, there is turf battle going on and it’s killing employee morale.
- Measurement. Ummm, what’s that? Ask someone in PR, marketing and customer support and they all have different answers about how they measure social and what they report on.
- Scaling content globally. Huge problem facing organizations today. It’s not just scaling/translating content for regions either. It’s basic content, work flows, crisis, escalation that has companies up in arms, scratching their heads in confusion.
- Technology pandemonium. Yes, marketing teams are making technology decisions/recommendations without consulting with IT or asking smart questions about the applications that already exist behind the firewall.
- I won’t even mention organizational silos. But yes, they are alive and well; and still plague business, communication and integration today. It even causes some employees to quit their jobs.
- Multiple social media channels communicating the same message to the same customers. Yes, this is certainly due to the silo bullet point above. And yes, some big brands have multiple Facebook pages, Twitter accounts, blogs with scattered messaging and zero integration.
Okay, who’s going to take this on?
