Thursday 22 February 2018

Social Business Planning In 2012 (And Beyond)

Today marks my two-year anniversary at Edelman, or what we affectionately like to refer to as an “Edelversary”. So much has changed in the industry since joining the team here—we are truly working in a real-time business environment. We’ve seen “social” move from an item to be checked off the list from major brands to something they are genuinely grappling with in terms of integrating at scale across the enterprise. At Edelman Digital, we’ve always approached social a bit differently from others—focusing on the fact that much if it revolves around human-to-human interactions (we now call this community management), but if social is to scale—it must begin to spill out of the marketing silo and truly influence how we do business. We believe a connected business is better positioned for the future than a business, which remains disconnected and non adaptive.

Today, we’re announcing a partnership with Edelman Consulting led by Mike Kuczowski, in which we are actively elevating our services around social business to meet what we believe will be the opportunity in the years to come. In order for a business to truly extract value from social initiatives, we must consider not only marketing but how it impacts research and development, human resources, innovation, business intelligence and other facets of an organization which help drive a business forward. Michael’s team has deep experience solving complex business challenges while our digital team possesses incredible savvy and a global perspective for how social-digital operates at scale (folks like Michael Brito, Zena Weist, Robin Hamman, Chuck Hemann to name a few).

Together, we’re looking forward to elevating the game for companies who truly wish to push their social initiatives beyond acquiring fans and followers. As an initial gesture, we are openly putting our approach out on the social web, which outlines not only our joint philosophy on social business planning but also, the methodology we use when working with clients. We believe that over the next ten years, most businesses will move past the ROI question of social—and get to work on doing business in a connected age. This will require gradual if not steady change and a commitment to evolving business practices.  We’re looking forward to partnering with likeminded organizations and individuals who see the world in a similar fashion.

You can read more information on this initiative here.  We’re excited to play our part in moving the discussion of social business from philosophy to action.

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