When you step back and take note of topics that people generally focus on and engage around, patterns emerge. To get a full perspective on social business from theory to practice, it's important to subscribe/follow a cross-section of these key archetypes.
These professionals deliver the theory, helping make the case for social business and identifying best practices being created as the industry evolves. They are typically found in roles like industry analyst, author, public speaker, or thought leader. Architects the ones that can help brands avoid ending up with structures like this:
and instead get something closer to this.
It's important to note that not all architects weight form and function as equal in importance. That's where you'll see emphasis on social media and communications or enterprise 2.0 and technology.
These professionals apply theory to infrastructure, helping renovate and remodel existing culture, process, and tech infrastructure. They typically have the title consultant or adviser on their business card. Builders apply methods that assess situations
assist in creating process flow
and put the right platforms in place.
These professionals are responsible for social business efforts within brands and are held accountable for their success. Managers typically come from marketing and communications functions, but all usually have experience with technology -- a critical experience set in the current digital age. You can increasingly find professionals with titles like social business manager as the industry mainstreams. In any case, these client-side professionals are tasked with keeping the trains running, orchestrating internal departments, business partners, and increasingly demanding consumers.
Those are three key roles -- surely there are more to be added as we see the space evolve.