Comments on: Don’t Forget About The Enterprise: A Glimpse Of Enterprise 2.0

By: Social Business (also known as Enterprise 2.0) « Technical and Marketing Communication: Content for a Convergent World

Tue, 09 Feb 2010 12:15:45 +0000

[...] a comment » In a recent post at the MarketingProfs Daily Fix, Don’t Forget About The Enterprise: A Glimpse Of Enterprise 2.0, Jacob Morgan explains that oftentimes when we refer to social media, we mean “how a brand can [...]

By: Benny Shaviv

Benny Shaviv — Wed, 03 Feb 2010 19:50:19 +0000

from my perspective, a sales manager with a marketing approach, the most important suage of social media within the enterprise is
1. making the company human – by letting the employees – any employee, represent the company and become its ambassador on the web
2. using employee power to identify prospects, unhappy customers, etc, and use the unstructured social media tools to funnel them into the more structured processes and take care of the issue (close the sale, or engage with the customer and make them happy again).

I know this is not exactly “within” usage, but its the usage that both employees & customers would find most interesting in context of the company.

Benny
SaaS Sales & marketing blog – bennyshaviv.com

By: Peg Mulligan

Peg Mulligan — Wed, 03 Feb 2010 16:19:31 +0000

Hi Jacob,

I especially like how you highlight the way social media can foster collaboration, actionable insight, and empowerment internally, as part of your definition of Enterprise 2.0.

Having worked in various large enterprises, I do think that social media evangelists and other enthusiasts sometimes put the cart before the horse, focusing social media initiatives on customer-facing relationships, before first practicing what we preach, internally.

I recently attended an O’Reilley webcast on social business, with Stowe Boyd, Peter Kim, Jeremiah Owyang, and Joshua-Michele Ross, which strongly complements this post. It presented social business as encompassing marketing, but ultimately so much more, including leadership, culture, and organizational design.

Using social media tools internally, across disciplines, can promote that social media mindset that is a pre-requisite for successful, external relationship-building, in this new world of work. It can help shift the business culture for successful external engagement, long-term, by helping us hone the new ways we think and work together, based on these new technologies.

I’ll follow this series of posts, with great interest.

By: Don’t Forget About the Enterprise

Don’t Forget About the Enterprise — Tue, 02 Feb 2010 18:29:00 +0000

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