For cross-business social integration plan in reception
Posted January 13, 2011on:
Buried at the bottom of Prashant Suryakumar’s recent look at social media marketing metrics is ‘Product Design.’
It’s both good to see it there and easy to understand why he put it last.
Social CRM and marketing represent progress for many organisations, but it’s yet another step on to develop an adaptive enterprise that moves with its customers – in the research and design function, as well as sales, marketing and other departments.
To do this a business must be receptive throughout its functions to what is gleaned from the conversation – so it’s important for those developing social media or marketing strategies to specify how the feedback loop will work as part of their execution plan.
This element, let’s call it ‘reception’ is where to detail the people, tools and processes that will connect disparate conversations to an organisation’s innovation cycle. Then the hard part begins – putting it into practice. But securing buy-in from those who ‘get-it’ most in each area, and naming them in the plan, is a good start to diffusing efficacious social business practices across every relevant function.