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Eric Schwartzman is a digital strategist who leads teams in the delivery of digital marketing initiatives. He held top strategic marketing posts at two public companies, is best-selling author of “Social Marketing to the Business Customer” and has extensive experience providing digtial governance, content marketing, website development, lead generation, search and social optimization and education technology services to senior leaders at multinational corporations, global nonprofits, the US Military and federal government agencies. He's the digital strategist behind of social media training provider Comply Socially and iPRSoftware.
AirBNB, and most collaborative consumption models for that matter, too often fail consumers. AirBNB leaves travelers stranded and keeps their good faith deposit all the time:
I've experienced their arrogance first hand. That they would be talking about the importance of trust makes my stomach turn:
You said it on Brian Solis's blog in 2011. If your customer's are complaining on social media, you don't have a PR problem. You've got a product performance problem. It's not suprising organziations with poor service records like Charter Communications are backing away from social customer service.
But as mounting evidence like the recent report by Capgemini and MIT Sloan report shows, digital leaders that integrate new technology into their businesses (as you suggest) -- particularly when it comes to customer acquisition and internal communciations -- outperform their peers in every single business category.
They are 26% more profitable and enjoy 12% higher valuations. And that's because it's easier to collaborate on an activity stream than voice mail, easier to build a short list vendors based on recommendations on a social network than by perusing company websites and easier to stay abreast of industry trends on Twitter than via email newsletters.
Social media is a way to do more with less. But, in order to realize the true value of social media in the workplace, it needs to move beyond just marketing, PR and service. It needs to be the way all public communciations are handled. When lawful policy and social media training are in place, and everyone is encouraged to use social appropriately, that's when the measurable gains occur.
They byproduct of all that sharing is the transferring of organizational intelligence to the social web. Once the social public record can be found through search and shared by others, the productivity gains of social become measurable by deflecting inbound queries, lowering the cost of goods sold, increasing profitability and valuations.
It wil be interesting to see of yourt prediction comes true. It may for some. But if does, there's an even greater opportunity for digital leaders to outperform their competitors by embracing these emerging channels.