www.intersectionconsulting.comThe sunflower represents an organic approach to social business – Relevant content stemming from the center of a collaborative, educated and socially aware organization reaching out towards select, deeply understood audiences.
In order to tap into the true potential of social media, businesses will have to make a cultural investment – and begin the process of evolving into social organizations. This integration of social communication within/across organizational ecosystems is becoming a more tangible possibly as companies and non-profits begin to embrace emerging technology while developing more strategic approaches to social media.
Social Leadership – Similar to hub and spoke models, there needs to be a social organizational leader that feeds the internal core. Depending on the size of the organization this role could be C-Suite i.e. Chief Social Media Officer, or simply a social media manager in a smaller business. The key here is to empower a role that becomes responsible for key strategic social business elements such as social media strategy, education/training, guidelines, etc.
Internal Structure – The structure around the social leader is more organic in nature, similar to the honeycomb model – where functional social teams work within their departments (under the mentorship of the social leader) to craft initiatives that are relevant to their respective audiences.
Audiences – The final layer is made up of the distinct audiences that each organization serves. Each petal represents stakeholders that influence (or are influenced by) the organization – it’s products/services, social media initiatives, business objectives, etc. It’s critical to build deep knowledge around each of these groups – understand demographics, where and how they play in the social media sandbox, what content are they interested in, what buying questions they have, etc.
Social media shouldn’t stem exclusively from one department – it needs to reach out from across the organization, touching audiences in manner relevant to their information needs, social channel preference, etc.
Posted by Intersection Consulting on 2010-10-02 23:10:03
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Tagged: , social media , social business , social business model
