Comments on: Weaving the Social Business Fabric http://www.buzzstream.com/blog/weaving-the-social-business-fabric.html Thu, 17 Nov 2011 22:21:04 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Enterprise 2.0 marketing score card: solid ‘C’ | Pretzel Logic - Enterprise 2.0 http://www.buzzstream.com/blog/weaving-the-social-business-fabric.html/comment-page-1#comment-796 Enterprise 2.0 marketing score card: solid ‘C’ | Pretzel Logic - Enterprise 2.0 Wed, 29 Apr 2009 15:49:00 +0000 http://www.buzzstream.com/?p=332#comment-796 [...] Weaving the Social Business Fabric (buzzstream.com) [...] [...] Weaving the Social Business Fabric (buzzstream.com) [...]

]]> By: Paul May http://www.buzzstream.com/blog/weaving-the-social-business-fabric.html/comment-page-1#comment-795 Paul May Mon, 23 Feb 2009 16:13:55 +0000 http://www.buzzstream.com/?p=332#comment-795 @Pam - No doubt that predictability isn't part of the package with social media...that's a really hard thing for even small businesses to deal with. When your in a big company that's got built-in processes for killing anything but the most certain ROI projects, it gets that much harder. @John - Agreed. Instead of viewing it as a corporate program, the bottom -up approach is about scratching a specific itch. Much more likely to add value. @Pam – No doubt that predictability isn’t part of the package with social media…that’s a really hard thing for even small businesses to deal with. When your in a big company that’s got built-in processes for killing anything but the most certain ROI projects, it gets that much harder.

@John – Agreed. Instead of viewing it as a corporate program, the bottom -up approach is about scratching a specific itch. Much more likely to add value.

]]> By: John Johansen http://www.buzzstream.com/blog/weaving-the-social-business-fabric.html/comment-page-1#comment-794 John Johansen Fri, 20 Feb 2009 21:19:08 +0000 http://www.buzzstream.com/?p=332#comment-794 Another point I would make about the bottom-up approach to social media is that when it starts at the bottom it's often used for much better ways than just getting out a marketing message. Look at @comcastcares for example. A very bottom-up example where someone in the organization wanted a better mechanism for reacting to negative feedback than just sending out a standard "We regret any difficulties..." message. By giving up control, companies are much more likely to get real, actionable insight because they'll have to listen more than they talk. And that's a good thing. Another point I would make about the bottom-up approach to social media is that when it starts at the bottom it’s often used for much better ways than just getting out a marketing message.

Look at @comcastcares for example. A very bottom-up example where someone in the organization wanted a better mechanism for reacting to negative feedback than just sending out a standard “We regret any difficulties…” message.

By giving up control, companies are much more likely to get real, actionable insight because they’ll have to listen more than they talk. And that’s a good thing.

]]> By: Pam O'Neal http://www.buzzstream.com/blog/weaving-the-social-business-fabric.html/comment-page-1#comment-793 Pam O'Neal Wed, 18 Feb 2009 16:00:27 +0000 http://www.buzzstream.com/?p=332#comment-793 Thanks for mentioning us Paul. You and Amber have hit on some important points-- social media is indeed a bottom-up phenomenon and must be a company-wide endeavor. For most of the folks I speak with, the real obstacle to building support for social media seems to lie in the issue of "command and control." Most marketers and business leaders want some level of predictability in their Marketing programs. They want to ensure that their investments are producing the right results and be able to predict how those investments will impact revenue. But social marketing doesn't really work that way. At least until you reach some level of critical mass. Right now, we must focus on giving up control without losing insight and shape the care and feeding of our community to ensure it is relevant to our business. Then measure the trends and adjust. It takes time, creativity, patience and a few great productivity tools. It was oh so much easier in the old days but I'm having a lot more fun today. Thanks for mentioning us Paul. You and Amber have hit on some important points– social media is indeed a bottom-up phenomenon and must be a company-wide endeavor. For most of the folks I speak with, the real obstacle to building support for social media seems to lie in the issue of “command and control.” Most marketers and business leaders want some level of predictability in their Marketing programs. They want to ensure that their investments are producing the right results and be able to predict how those investments will impact revenue. But social marketing doesn’t really work that way. At least until you reach some level of critical mass. Right now, we must focus on giving up control without losing insight and shape the care and feeding of our community to ensure it is relevant to our business. Then measure the trends and adjust. It takes time, creativity, patience and a few great productivity tools. It was oh so much easier in the old days but I’m having a lot more fun today.

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