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Great question, Scott!
I tend to focus on marketing and front of house, but the same challenges face almost every part of the business ecosystem. The challenge is one of change management and communications. Generally I find that those who are resistant to this kind of investment require a change in behavior - and so the hard task is one of education, strategy, business case development and sales.
It's important to appeal not just to the head (business case) but also to the heart (education). I'm actually working on a logistics oriented case study at the moment. Will let you know when it's ready.
Every business has its own strategy. To re-think, re-calibrate and re-action suggests a framework for investigation. As with most "social" programs - it relies on the insight and expertise of the people inside your business.
The Tribes study is excellent too. May have to add that to my revisit list ;)
In my opinion, content it the source of social currency. By providing value through the content that we provide our customers, we enter into an exchange which creates, on some level, a relationship. But of course, creating relevant content is the challenge. Storytelling goes some part of the way to ensuring your story and your customers, is in sync.