- Content Marketing
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Patient Opinion Leaders Are the New Healthcare InfluencersFive Online Community Types: Which One Does Yours Fit Into?Digital Communities: 5 Ways to Determine PurposeCelebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Surprise! Social Technology Still Needs People
Posted on October 4th 2012
The blogpost below was first published on 10/3/2012 on the JXB1 Social Business blog, http://bit.ly/VvPiPu.
Though I didn't attend Dreamforce two weeks ago, it's still reassuring that software companies -- and not just marketing and PR people -- are understanding the power and role of social in today's enterprise.
That social media marketing platforms such as Involver and Vitrue were sold to Oracle, and Buddy Media to Salesforce, and not to ad agency holding companies like WPP, Omnicom, and Interpublic warm my heart -- and let all of us who work tirelessly in the social media world know that 'Yes, we are actually not just marketing guys.' Imagine that.
However, a sad reality is that most companies, from small businesses to multinational corporations, are convinced that buying a software package rather than investing in people will solve all business problems.
After all, an Oracle database never goes on maternity leave.
Says David Armano, managing director of Edelman Digital (Disclaimer: I am a former employee of Edelman, in their New York office, waaaay before social every appeared on the scene) in his recent Logic + Emotion blogpost:
The dirty little secret in the technology world is that technology, even really good technology looks automated but in reality requires people to make it work.
Armano discusses how technology is only one-third of what is needed -- the other components are people and processes.
People and processes are not just more expensive than technology -- they are more uncertain, with wildly variable outcomes.
While this is not something that a CFO or Senior Vice President of Finance wants to hear, when it comes to social technologies, the people element is exactly what can set a company apart from its peers or competition.
People bring in creativity, content and conversation. People can utilize this creativity, content and conversation in a way that makes the social technology platform work more dynamically -- driving even more of the three C's and more sales and revenue in the long run.
Training is a good start. Starting with Microsoft, large enterprise software companies realized the value of creating certification programs not only to sell more renewals but also to ensure that their software was being utilized properly and efficiently.
I expect Salesforce to lead the way in this effort. Already a provider of certifications for administrators, developers, implementation experts and architects, I'm watching closely to see if they start offering a specialized, separate cert for Radian6 or Buddy Media, two of the companies they acquired to build out their Social Enterprise Marketing Suite, also known as @MarketingCloud on Twitter.
Offering specialized certs for these platforms will be yet another benefit for those of us who practice social business, and could close the 'people gap' when implementing a social technology platform across the enterprise.
Technology alone will only solve one third of your social business problem and while critical, it's only part of the equation.