Social Business By Design: Transformative Social Media Strategies for the Connected Company

Chapter 17

Getting Started with Social Business

Traditional organizations commonly perceive newly adopted social modes of participation, whether internal or external, as optional activities. This becomes a challenge particularly when the newly desired behaviors required by social business design are not clearly defined and supported by operations. Often the old way of working is left intact: workers collaborate and customers interact through legacy channels that are familiar and supported by long-standing process. Changing mind-sets to adopt a social business approach must be a conscious and deliberate activity, especially in the early days of implementing a social business design.

Clear and obvious motivations and incentives must align with ...