Herding your cats in social media

People who manage social media in a corporate environment know that the activity is often less about business management and more like herding cats.


Anyone can create an account on social media platforms and I often see companies where well-intentioned individuals create official-looking brand pages without corporate sanction. These typically aren’t a matter of “asking for forgiveness, not permission” – there’s usually a lack of controls or generally understood process in place to manage these activities. For example, a financial services provider where individual mortgage consultants create personal Facebook pages to market their services. Or a hotel company where an individual property has forward-thinking management and creates their own YouTube account. Or the software firm where a regional recruiting team starts a Twitter feed to promote their specialized activities. On aggregate, the brand appears to the public as a herd of feral cats.

Berlin: Social Business Workshop

Dachis Group is planning a new round of Social Business Summit events in 2012, expanding to seven cities total. We’ve previously posted recaps of the 2010 and 2011 events. To request an invite for 2012, visit our registration page. In the meantime, I’ll be in Berlin this Thursday, 27 October to host a Social Business Workshop. I’m looking forward to meeting with …

Attributes of a Socially Optimized Business

New insights from interviews with Social Business Council members.   Attributes of a Socially Optimized Business View more presentations from Dachis Group   Special thanks go out to members @briantullis, @jimworth, @kendomen, @kimberlymahan, @kristenritter, @seanwinter, @dpontefract, @bricejewell, @robcaldera, and Joachim Stroh. Tweet

The Power of People #et11

Last week at ExactTarget Connections 2011, I delivered this presentation to kick off the final day of the conference. The hand-drawn illustrations in the deck were made by Dave Gray from his forthcoming book The Connected Company.

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Social Business Index: Bringing the Left Brain into Social Business

For the most part, traditional marketing is dominated by right-brain activity. Creativity, visualization, intuition – those characteristics drive success for brands in the media landscape. Quick, think of some of your favorite brand campaigns. Maybe Apple’s 1984 spot. Or 20 years later, Mitsubishi’s See What Happens. Maybe more recently, Old Spice Guy or The Most Interesting Man In The World.

Similarly, participating in social media is a right-brain activity. It’s full of spontaneous self-expression and person-to-person community engagement. Brands receive recognition for using these new communication channels in innovative ways – whether Comcast using Twitter for customer service, Nike splicing hundreds of user videos together to create The Chain, or Dell taking to blogs to share information during a product recall. As brand participation in social media grew commonplace, analysts (like me) and managers began to wonder – is there a way to make sense of this? And if so, does it matter?

Enterprise 2.0 yields to Social Business

Attendees of the Enterprise 2.0 conference this week in Boston were welcomed by this banner: I welcome this messaging as acknowledgement that social business is the end game and highest order theme for the work our industry is focused on. Enterprise 2.0 has roots firmly in technologies – CRM, collaboration, social networks. Social media marketing continues …

Groundswell and social business: moving towards maturity

Current state. Yesterday I covered general updates to Groundswell and specifics around Twitter. The other major update to Groundswell focuses on attaining social maturity and provides a model where companies can self-identify and determine what’s needed to progress further. Most companies are clustered around the middle of the bell curve when it comes to maturity, …

The Groundswell rises again

The update. Forrester Research releases an update today to Groundswell, which continues to serve many marketers as a how-to guide for thinking through social business. Groundswell is now available in paperback and contains two new chapters: “tapping the groundswell with twitter” and “attaining social maturity.” I was an analyst at Forrester when the book was …

Panel recap: Making Sense of Social Business

Here’s a recap from a discussion I participated in last week in New York. Visit the Dachis Group Events page to learn more about where we’ll be in the near future to engage with you in person. [View the story “Blogworld NY 2011: Making Sense of Social Business” on Storify]