could enjoy productivity improvements
of up to 25 percent. That productivity
increase could potentially generate up to
US$1.3 trillion in annual revenue for the
consumer packaged goods, retail financial
services, advanced manufacturing and
professional services sectors alone.
Organizations that fail to embrace the
idea of social business will likely find
themselves at a drastically reduced competitive advantage. After all, who will
want to do business with a company that
doesn’t treat them as partners? In a study
released last year, FedEx and Ketchum
revealed that 51 percent of companies
believe they are effectively using social
media to strengthen relationships with
But organizational ownership of social
media, the study found, is moving
beyond marketing and communication
to leaders and employees. Sixty-four per-
cent of companies’ communication,
marketing or HR teams have changed as
a result of social business, the study
reports. Only 38 percent of companies
said that they continue to have central-
ized ownership of social media, while 48
percent said they have a “matrixed,” or
shared ownership, model.
All of which should lead communicators who haven’t already pondered the
matter to wonder about the role of the
communicator in a social business.
When everybody is communicating
across multiple boundaries, will organizations still need communication
In fact, even though some of the
responsibilities that once belonged to
a communication department will be
more organic in nature, communication
skills and specialization will assume even
more importance in the social enterprise.
Craft content that matters
The transition to social business does not
minimize the role of the communicator.
In fact, content is a linchpin in the social
ecosystem. By evaluating the conversations taking place about the organization, it should be easier to craft content
for both internal and external audiences.
Internally, the intelligence you gather will
help you better explain the marketplace
and the issues affecting the organization to employees. The benefits are even
greater with external audiences, because
crafting content they’ll want to read,
share and discuss will be easier based on
the insights you gain.
Refine communication efforts
A communication strategy is designed to
achieve measurable objectives that sup-
port the overarching goals of the business.
Dell communicator Laura P. Thomas,
ABC, tells me that by keeping an eye on
Dell’s Social Media Listening Command
Center reports, the company’s communi-
cators can identify trends that influence
see for yourself
Watch this brief video in which IBM explains the
core concepts of a social business.
When everybody is communicating across
multiple boundaries, will organizations still need