Tag Archives: Peoplebrowsr

Silos can still exist in a ‘mature’ social business

Can social business be widely adopted yet still siloed? I believe so. Even if ‘social’ is baked into every member of the C* Suite and down, you can see a lot of social business execution, but little cross-functional communication.

This topic was touched on at the Social Media Club panel discussion at PeopleBrowsr in San Francisco tonight. Panel featured Michael Brito, Jen McClure and Peter Kim, with Chris Heuer serving as moderator.

It’s reassuring to hear many at today’s event cite IBM as a great example of a social business, and indeed there’s a healthy level of executive support and many innovative programs here.

Still, certain practices are hard to institute.

For instance, mining intranets and internal social networks for information that could be valuable if exposed externally. Whether because of governance and security risk, or the extreme distance between knowledge management professionals and marketing execution, this doesn’t happen in any systematic way. Another example: few marketing teams interact with product forums, whether to understand customer pain points, build stronger messaging, or dig out up-sell opportunities. Product forums are the domain of customer support.

I’d suggest these kinds of silos need to come down before we have a truly social business.

Other thoughts from the Social Media Club talk tonight (random order):

Policy and process. As social business becomes more ‘businesslike’, does this get in the way of experimentation and take away from the ‘fail fast’ manifesto of social media marketing?

Social business terminology. I fully subscribe to the position that the term social business is more holistic than the term social media (which is largely perceived as a marketing/comms exercise), and that’s enough to justify its existence. However, we’re noticing push-back from one particular sphere: academia. Here, a social business is one that takes into account social and environmental factors when making business decisions. ‘Social’ as in Corporate Social Responsibility (CSR). This could also be related to the fact that CSR tends to resonate strongly with the student population.

Whatever the case, there is some work to be done to fully institutionalize the term ‘social business’ across the board.

Damned in large companies, damned in small. Interesting to hear the perspective that social media/business programs are hard to institute in small companies because the staff and infrastructure aren’t there. I can offer a similarly dim perspective from the other side of the spectrum. With 400K employees, IBM has a healthy smattering of social media/business employees. That’s not our problem. The harder part is climbing across the organization to find an expert in product development or R&D. In a smaller organization, you can just peak over the cube and find someone with domain expertise. This can take weeks of major sleuthing in a large organization.

Still, we manage to see strong social business cases from companies big and small. We should take solace in these and work with, and learn from our limitations.

For more information on similar events, check out the Social Media Club to see what’s happening near you.

It’s fine to plot the interest graph, but what happens next? (Social Media Week panel)

In a panel discussion today on social listening at the swanky new SF PeopleBrowsr office, the interest graph formed the basis of a lot of the discussion. I guess I’m out of touch with social media monitoring as this concept was new to me. First we had the social graph, of which I’m aware: a mapping of all your connections (say friends and family) to whom you are connected across social networks. Now with some degree of overlap, you can also plot an interest graph: this time mapping connections based on a shared interest. Susan Etlinger of Altimeter used the example of a fashion site where people build connections based on couture. You may not share these interests with your grandma, but only a small subset of your friends, and the extended network of aesthetes you meet on the fashion site.

Jodee Rich from PeopleBrowsr suggests these interest networks are of more value to businesses as it gives a truer value of an individual’s importance to them. Businesses will get more value by targeting their communications around those people who have authority in that interest area (interest graph). Context is everything. You only have authority in relation to an interest (or theme). Having 500K followers on Twitter means nothing unless those followers share the common interest which is of value to the business tracking you.

This got me thinking where my own social presence and my social and interest graphs lie. By day I work in the technology sector and I generally share with people with this interest (from within my company or external folk) on Twitter. This is where I geek-out. Now I do have the other side to my online communication: where I share pictures of my newborn, other interests like music and art and bizarre oddities I find on the web. This extra-curricula activity all happens on Facebook. And rarely do the twain meet. I know not everyone divides up their online existence to this extreme, but many will have some degree of division and in these cases businesses need to ensure that they have tools that can map across the different networks in use.

When it came to what businesses should do with all this listening intelligence they build, I felt that there were more questions than answers. Tim O’Reilly proffered that sophisticated companies will go beyond business intelligence and use social listening to shape business processes. Effectively molding products and services around what the audience says it wants. However, he also suggested that this ‘autonomic’ model of business should have some human component if I understand rightly what he later said about ‘humans going the last mile’. Computers can only go so far before some level of human intervention is required to make sense of the data and take appropriate action. I’m uncertain as to at what point human intervention really makes sense and I know this is a hot topic of debate in decision management science.

O’Reilly also states that ‘great companies have everybody listening’. Listening isn’t just the domain of marketing or comms departments, but everyone can get involved and use this input from the market to drive the company forward.

I can see a flaw in this plan: the tooling.

I have problems enabling anyone to listen who doesn’t have social media responsibilities written into some part of their function. Even if I can get them access to a social media monitoring dashboard, they’ll be looking at the predefined generic terms determined by the marketing/comms team that setup the tool. This won’t include the terms that a local office would need to monitor the conversation relevant to them. So I inevitably end up pointing them to personal social media tools like Tweetdeck, which lacking any kind of workflow, offers no scope for coordinating conversations.

Brian Solis deserves a shout-out for doing a wonderful job of guiding the conversation and even working in a ‘sexy’ Marvin Gaye reference.