October 22, 2010 / by Enrico Montana

Social media continues to spread like wildfire, connecting people in novel ways.  We’ve all become publishers, as well as consumers of more information than we’ve ever been exposed to before.  To the enterprise, that represents an enormous opportunity to really connect with consumers and audiences at scales and speeds that have previously been impossible.

Your enterprise has one big hurdle that the consumers will never need to deal with.  You have to represent your brand and bring it to life through all the people that comprise your corporation, while giving your employees the freedom and flexibility to speak as themselves and have real conversations.  And for a collaboration challenge of this magnitude, you’re going to need a platform.


Platforms can activate your social business by providing the framework from which to launch your numerous initiatives throughout the enterprise.  As you plan to go beyond listening, you will start asking some difficult questions of your social strategy:

  • How do I standardize my measurement across the enterprise?
  • How do I ensure that my organization can coordinate the discussions with consumers without “tripping over” each other in the process?
  • How do I integrate my business strategies with my social strategies?
  • Can I leverage my existing investments in technology?
  • How do I socialize my existing business systems and processes?
  • Am I really getting ROI from my social programs?
  • Who is doing what?

The list continues, but you begin to see the need for a platform—one that can handle the massive data of social media.  It needs to be intelligent enough to transform that data into its useful forms for all your groups and systems, and be integrated enough to serve as the system of record for your social programs.  And as the market changes, it needs to be agile enough to let your business react as a whole and evolve with your consumers.

Are your social media programs platform activated?

Tags : social media

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