Just today, the Altimeter Group released a study titled “Social Business Readiness: How Advanced Companies Prepare Internally” that gives deep insight as to how advanced companies are preparing themselves internally to transform into a social business. Altimeter interviewed several industry experts and surveyed 144 corporate social media managers and found that many companies are developing four internal requirements:
- Baseline Governance: Established and reinforced a corporate social media policies and guidelines that empower employees to participate externally on the social web and also protect the organization
- Enterprise-Wide Response Processes: Defined processes for rapid workflow and engagement with customers in social media i.e. crisis communication, customer feedback workflows, etc.
- Ongoing Education Program and Best Practice Sharing: Fostered a culture of learning through ongoing social media education
- Leadership from a Dedicated and Shared Central Hub: Organized in a scalable formation, with a cross-functional “Center of Excellence”
Here is the full report for you to download, embed and share:
As companies today are now shifting their attention, focus and budgets to operationalizing social media internally, they must not forget or abandon all the work they have been doing externally. In fact, in order to see measureable business results, the internal social business initiatives have to be completely aligned with the external social brand initiatives as outlined below by my colleague David Armano.
To ensure sufficient alignment, having a social business plan is imperative. A social business plan will include the following:
- Organizational design: a scalable social organizational model for teams, departments, groups or the full enterprise w/clarifying roles responsibilities
- Employee empowerment and engagement: tactics that facilitate employee engagement and include various levels of participation i.e. blogging, tweeting, monitoring, community engagement, subject matter experts
- Governance: processes that outline the creation of external social media channels globally, social media guidelines, policies, feedback and crisis management workflows
- Training Education: Step by step plan that identifies who in the organization needs to be training and outlines the specific training curriculum
- Technology deployment: identification of internal systems for deployment i.e. collaboration, online monitoring, social CRM
Image credit: askpang
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