Over the years, I’ve written extensively about the need to extend opportunities in social media beyond marketing and customer service to set the stage for the social business. I believe that the impact lies beyond the socialization of business; it introduces us to a genre of an adaptive business, an entity that can earn relevance now and over time by listening, engaging, and learning.
I was recently interviewed by Israel’s BuzzInNews about new media and business. The conversation was translated from Hebrew to English, to share with you here as well. The discussion explores the evolution of social media in business from attention economics to B2B to ROI and concluding with a discussion of the brewing cold war between Google and Facebook.
In early 2007, Chris Heuer, Shel Israel, Deb Schultz, Giovanni Rodriguez, and I explored the evolution of social media within the enterprise at an intimate business event in Palo Alto. One of the more memorable discussions focused on the rise of an official role within business to listen to social discourse and channel inbound questions and comments as well as official responses. The question eventually arose, how do we classify this new role within the organization? The designation of “Community Manager” earned the greatest support that day, but it did so with a caveat, “communities, by organic design, could not be managed.”
I’ve received many inbound requests for comments based on a report from Gartner, an IT analyst firm, that estimates as many as 70-percent of social media campaigns will fail in 2011. There are a series of discussions hitting the blogosphere and the Twitterverse exploring this very topic, some elementary and others on the right path. I contacted Gartner earlier this week and the problem is, that this data isn’t new at all. In fact, these discussions are fueled by information originally published in 2008 and in early 2010. Yet another example of the importance of fact-checking in the era of real-time reporting, yes, but, when I paused for a moment, I appreciated the timelessness of this discussion.
As an advisor to the Constellation Group, I am reposting the team’s first joint research report here. It offers a glimpse of the hurdles and opportunities organizations will face in 2011 and beyond…
Organizations Seek Measurable Results In Disruptive Tech, Next Gen Business, And Legacy Optimization Projects For 2011
Happy New Year!
Twitter officially launched to the public in July 2006. By 2008, the universe of applications developed to enhance the Twitter experience was boundless. While the ecosystem was burgeoning with apps, the ability to track and manage the apps designed for specific purposes was elusive.
The last post in the “Best of 2010″ series is an experience that won’t soon be forgotten. In 2010 I launched (R)evolution, a new video series that spotlights the people who are exploring and defining the future of business, culture, and media. In Episodes 11-13, I had the opportunity to sit down with one of my idols, Katie Couric, anchor and managing editor of the CBS EVENING NEWS WITH KATIE COURIC and correspondent for 60 MINUTES.
In 2010, we were introduced to the important distinctions between monitoring and listening. At the same time, we observed an emerging dichotomy between the social graph (your personal and professional connections) and the interest graph (those who share common interests, goals, and concerns). For business strategists, publishers, and marketers, windows into the world of customers and influencers were finally jarred open to reveal the people who define online markets.
There’s an old saying that I think about more and more as I study technology and its impact on behavior…technology changes, people don’t. But nowadays, I’m not so sure. I think technology is indeed changing and us along with it. Whether it’s through social networks or digital lifestyle products such as iPhones and Kindles, we are adapting and perhaps evolving as a result.
Social media and marketing have become synonymous over the years. At the same time, social media is placing the customer back in customer service. Each movement represents important and overdue (r)evolutions within business, but this is just the beginning. With every step toward progress we make in social media, we uncover what’s necessary to make real headway in the progress of progress.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.