8 WAYS TO PREPARE FOR ENGAGEMENT AT SCALE IN SOCIAL BUSINESS 1. Listening : Effective scaling of engagement begins with a strong in-bound connection to the social world. Organizations must have a robust ability to connect to the thousands of social channels that have relevant conversations, valuable brand messages, support requests, new product ideas, etc. 2. Filtering : Create a set of criteria that teases out the right social media conversations and situations to be involved in. Social media is famously filled with noise .The key is to layer into the organization’s listening capability a set of filters for the business that uncover the streams of engagement that really matter and are high value. 3.Analysis : While filters are good at capturing specific events, much of the advantage of engaging in scale comes from understanding the big picture and how effective the company’s social business engagement efforts are overall.Focus first on the analysis that matters most to the busines: This includes marketplace sentiment and a brand equity to critical trends correlated against the company’s top KPIs. Analysis can also determine who are the best advocates to get involved in particular conversations based on historical success. 4.Marshaling advocates : First, you must be able to regularly identify who can be an effective social media advocate for the company. Note these are both external and internal advocates. Employee advocates can be particularly easy to scale, while external advocates must also be carefully cultivated. Having a strong and committed advocate base is critical to scaling social business. 5.Transformation : Organizations must pro-actively encourage the necessary changes in the workforce, org chart, management methods, support processes, and more. Engaging in scale requires an ongoing set of changes to technology, business strategy, and rethinking of key functions matched with culture change. The more transformative a new way of working is, the more adaptation is required. 6. Infrastructure and processes for scale: This means software and services that will support the capabilities on this list. . As you put the infrastructure in place, connect the first four points into a set of high-level business processes that will run centrally, or are at least coordinated loosely amongst all your social business efforts. 7. Ensure a strong feedback loop: Open loop processes, where the results don’t get back to those that took the inputs and produced the outcome invariably produces scattered and ineffective value. Typical big data-powered trappings such as dashboards, situational awareness summaries, notifications, and automated listening and dispatching can help greatly as long as someone follows up consistently with what’s learned. 8. Wield competency at scale on competitive business problems: While all of the above can greatly improve the efficacy of a social business effort, there are often long-standing competitive challenges which can also be surmounted because your company can engage in scale and your competitors cannot yet. This is a major competitive advantage that should be used while one can, taking marketshare, absorbing innovation at a higher rate, and creating satisfied and highly engaged customers and workers going forward in a way that not cost-effective — or even possible — for organizations that aren’t yet social businesses.
Posted on: Tue, 25 Jun 2013 07:51:46 +0000
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