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Expert Perspectives On Social Business

Social Business 27 Nov 2011
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It’s not just Sandy Carter from IBM leading the social business charge. It’s IBM, as an organization – their employees globally sharing, collaborating and communicating the importance of social business transformation.

In the following video, Ofer Guetta of IBM says that “innovation is one of the primary benefits of a social business. It’s about bringing people into that conversation around concepts like new business process or how to improve a product or design.” John Mell, also from IBM continues … “the more organizations can get innovative ideas from the entire workforce rather than just a specific silo’d departments and also there extended customers and partners as well, those organizations will have the better ideas, get them to market more quickly and outperform their competitors.”

Good lessons for all business. It’s more than just communicating the importance of social business. It’s about changing behavior, living it and sharing best practices along the way.

About the author

Michael Brito

Michael Brito is a Senior Vice President of Social Business Planning at Edelman Digital. He helps his clients transform their organizations to be more open, collaborative and socially proficient; with the end result of creating shared value with employees, partners and customers. Prior to Edelman, Michael worked for Intel and Hewlett Packard in various social media marketing roles. Opinions posted here are his own. Feel free to follow him on Twitter, subscribe to this blog or read some more of his content on Social Business News.

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  • http://www.mysocialmediamentors.com/ MySocialMediaMentors.com

    Thanks for posting this very important info. More power!

  • http://www.mysocialmediamentors.com/ MySocialMediaMentors.com

    Thanks for posting this very important info. More power!

  • http://twitter.com/jennifer_dubow Jennifer D. Dubow

    Hi Ben. I agree with you. None of us are “true experts” in such a new field that’s changing everyday with new platforms and new companies and new trends. But we can call ourselves practitioners that learn from each other to deepen our expertise, and hopefully pay it forward by sharing our knowledge with others as skillfully as you do.

  • http://twitter.com/freighter Marty Thompson

    Hello Jennifer,
    Thanks for sharing your conversations at the event. Much of what was discussed sounds very familiar. I started my career as microbiologist, working in academia and later at a global pharmaceuticals player. In a quirk of interest, I got into e-commerce, then SAP, then software marketing and product marketing. 
    The voices I tend to listen to in the social business space are those who have a solid background in what may now seem like old school practices. They have been in marketing management positions, written marketing plans, dealt with the realities of trying to drive revenue. They have embraced social media, and understand how value has and continues to be drawn from it. They understand things like CRM, enterprise ERP, etc, and have some inkling of where the gaps are, where “being social” can solve real problems, drive revenue, cost savings, even drive new opportunities. 
    But above all of this, what I find most compelling is the shared realization that we have a wonderful opportunity to build something that reflects how people really want to work together, interact with companies, and prepare for our connected future. 
    Marty

  • http://twitter.com/jennifer_dubow Jennifer D. Dubow

    Hi Marty. I really appreciate your response and how thoughtful it was. I agree with you – that to be successful in social business, people need to understand how social can improve real business processes, not necessarily tweet or have a facebook fan page for the fun of it, although that’s ok too :) – all depends upon one’s goals, and having fun is a valid one. The profession needs people who have a deep understanding of business processes such as customer care, product development, lead generation, and then take the best of what social can offer and incorporate it into these processes. 

  • Anonymous

    The link for “Social Media Club” is broken :(

  • http://twitter.com/jennifer_dubow Jennifer D. Dubow

    Thanks for pointing that out. I’ve asked the editor to fix it.

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