A year ago, I wrote about social media marketing's scalability problem. It still hasn't been fully solved, but we've seen progress toward a solution.
To reiterate: In theory, using social media for marketing should scale elegantly. In practice, real life starts to get in the way. You can't create "viral." People don't scale, either. Technologies scale, but programs - especially those with a labor-intensive component - don't.
Now, I see the solution that I didn't have a name for a year ago: social business design.
Looking back, it's clearly in the comments:
- "Social media is part of dynamic corporate thinking, which changes organizational culture." - Helena Makhotlova
- "Integration into a CRM tool, like calls in customer service centers today." - Adam Cohen
- "You are creating deep relationships through social media marketing, a multiplier effect." - Aaron Strout
- "Corporations need to build their internal community - then include their markets and customers." - deb lavoy
- "Training and practice inside the organization - bigger impact if made part of the discipline of the internal staff." - John Bell
- "Any department with customer contact is already taking the message out into the world." - Ann Kingman
- "The scale in social media comes from many-to-many interactions." - Joe Cothrel
- "Sometimes, you simply need to scale up your customer service teams." - Shiv Singh
- "Part of an overall customer experience management strategy, not marketing per se." -Larry Irons
Social technologies are best applied inside the enterprise - to improve existing systems, grow culture, improve productivity, and scale to a finite point. Then it requires system design to make everything work in concert.