12 Rules For Bringing 'Social' To Your Business | SocialComputingJournal.com

Bertrand Duperrin's personal annotations on this page

Bertrandduperrin bookmarked on 2009-05-09 social socialmedia socialnetwork socialbusiness adoption business networks socialnetworks value businessprocess measurement evaluation metrics organization management networkedconomy

The social meme has now fallen prey to this and frankly it's at serious risk of losing what makes it special, at least in terms of the modern 2.0 era. All of the new uses of "social" in the online world: Social media, social marketing, software software, social networking, and so on, can be -- and often are -- extremely potent new methods for creating value with human relationships over the network. They can represent truly important, even revolutionary, new changes in the way to we interact with each other in our lives and businesses.

Claims that you can use a Twitter account to turn around your customer service are another. These things can certainly help make a business social, but they are just the means to a long journey; a new way of operating a business in a more open, emergent, and efficient way.
the network (the Web or enterprise or both) is about who is on it and how involved they are. Whether this is a customer community, an internal Enterprise 2.0 effort with blogs, wikis, or just a corporate social network, the transition to social business is about involving and engaging people far more than it is about picking a technology or building the infrastructure
I continue to see a lot of people using the nearest tool at hand, rather than the right tool for the job. The Web 2.0 era (the last five years or so) has shown that there where many important design patterns that were missing in the software models we used on our networks previously
But sitting back and waiting for the world to involve your business in what they do is just no longer an option.
Popular social channels and services are important but are the smaller part of the social business story.
"communities exist to serve the needs of their members" and themselves second if they intend to have a successful long-term relationship, as in most human relationships
Add a social dimension to your business processes.
If workers aren't measured by how effective they are at creating value on the network, they will just focus on what they are measured on to get their recognition, raises, and promotions.
Don't use online communities for distributing press releases, product literature, PR, or spokesperson canned messages
Censorship kills participation.
If you're not sure where your organization ends and the network begins, you're doing it right.
The basic rule: Everyone involved in a social relationship must get something out of it or there's no reason for it. Being social for it's own sake may generate downstream value accidentally but social businesses will often have a long list of intentional reasons they are being social.

This link has been bookmarked by 21 people . It was first bookmarked on 08 May 2009, by Maria Reyes-McDavis.

18 Sep 09

Dan Dal
social social-business
- Claims that you can use a Twitter account to turn around your customer service are another. These things can certainly help make a business social, but they are just the means to a long journey; a new way of operating a business in a more open, emergent, and efficient way.
- very important conversation happening right now in organizations around the world. It's how those companies are going to make the transition from traditional 1-to-1 relationships with their partners and customers to a one-to-many community relationship where the company is only another member of an endless ongoing conversation.
- 2 more annotations...
- - This conversation will be the very lifeblood of companies in the future and consist of all the ideas, concerns, solutions, news, learning, product development, sales, marketing, customer service (i.e. the fundamental fabric of the organization) taking place between anyone, anywhere who feels they have a stake.
  - Major Fortune 500 organizations have started this process. Sears and Kmart launched social sites this week (see a good discussion of this topic on Friendfeed) directly aimed at beginning the journey of becoming social businesses. Limited visions but probably the right direction.
13 Sep 09

Emanuele Quintarelli
social business social business design enterprise 2.0 dion hinchcliffe 2009 best practices
21 Jul 09

T B
ib entreprise 2.0 enterprise 2.0 adoption technos 2.0
19 Jul 09

Vincent Heuschling
socialmedia enterprise2.0 business
Ann Kingman
enterprise2.0 Rules
18 Jul 09

Miguel Membrado
socialnetwork business enterprise2.0
17 Jul 09

Christophe Deschamps
Un "classique" Dion Hinchcliffe

ib entreprise 2.0 enterprise 2.0 adoption technos 2.0
- But for most of us to really get strategic value from social business, we'll need to understand the ground rules. In other words, let's ask and answer the tough questions in making this transition:
  
  Are social business activities generally better than non-social business activities?
  How does having a social business help the bottom line and the long-term health of an organization?
  What, in the end, does "taking a business social" really mean?
- 15 more annotations...
- - the network (the Web or enterprise or both) is about who is on it and how involved they are.
  - the transition to social business is about involving and engaging people far more than it is about picking a technology or building the infrastructure.
  - There is no simpler or more effective way to build the connections and your social business fabric than creating conversation.
  - But sitting back and waiting for the world to involve your business in what they do is just no longer an option. Too often, they will just go off to the communities that have already engaged them and that will be that. "Experience share" is your new measure of success, meaning the amount of time that the world interacts with you socially.
  - As I said then, "communities exist to serve the needs of their members" and themselves second if they intend to have a successful long-term relationship, as in most human relationships.
  - Social business doesn't mean we throw open the doors to everything automatically as a public process either. But we are usually so far in the other direction that a step towards this is just the right medicine right now.
  - Social analytics, however, are already here and this story is about individuals anyway. If workers aren't measured by how effective they are at creating value on the network, they will just focus on what they are measured on to get their recognition, raises, and promotions. This is a complex subject that will often have very different ground rules for different organizations.
  - Do not use social channels for traditional push communication. Classic examples: Don't use online communities for distributing press releases, product literature, PR, or spokesperson canned messages.
  - Censorship kills participation. Nothing will stop a social business in its tracks faster than inappropriate censorship.
  - But nothing will remove you from the world of social businesses faster or more effectively. Honest, open conversation is always the better choice and is truly valuable in its own right. Respond to criticism constructively and quickly.
  - If you are working closely with customers, partners, employees using social tools (as well as people are potentially want to be in one of those three groups) the more you do it, the more it will seem as if there is one cohesive community.
  - Where one gets a paycheck and what organization's name is on a business card is less important than the fact that everyone is getting more value than if they were doing things in a non-social way.
  - Everyone involved in a social relationship must get something out of it or there's no reason for it.
  - Being social for it's own sake may generate downstream value accidentally but social businesses will often have a long list of intentional reasons they are being social.
  - There are almost certainly a lot more rules for social businesses, but we're still learning them.
03 Jul 09

Workcolab .
social socialmedia adoption Rules enterprise 2.0 enterprise2.0 dion
29 Jun 09

Marc Buyens
social business enterprise 2.0 web 2.0 Dion Hinchcliffe
Driessen Samuel
enterprise2.0 adoption
- Social media, social marketing, software software, social networking, and so on, can be -- and often are -- extremely potent new methods for creating value with human relationships over the network.
- These things can certainly help make a business social, but they are just the means to a long journey; a new way of operating a business in a more open, emergent, and efficient way.
- 14 more annotations...
- - the transition from traditional 1-to-1 relationships with their partners and customers to a one-to-many community relationship where the company is only another member of an endless ongoing conversation.
  - "conversation", also takes exactly the right tack, noting that they just encourage participation by their employees in the new online conversations. No policies, no politics, no procedures, just social.
  - Are social business activities generally better than non-social business activities?
    How does having a social business help the bottom line and the long-term health of an organization?
    What, in the end, does "taking a business social" really mean?
  - Enterprise 2.0 effort with blogs, wikis, or just a corporate social network, the transition to social business is about involving and engaging people far more than it is about picking a technology or building the infrastructure.
  - The Web 2.0 era (the last five years or so) has shown that there where many important design patterns that were missing in the software models we used on our networks previously. Just as importantly, there were too many things crammed into our
  - to build the connections and your social business fabric than creating conversation. Actively and steadily draw them in to create value, whether that's new ideas, business, happier customers, or new employees
  - They will be elsewhere on the network. You have to be there too. This is Jakob's Law,
  - Add a social dimension to your business processes. Slowly, steadily, and where it makes sense. Like we learned on the Web, we close down and make private far too much information and activity in our businesses.
  - hrow open the doors to everything automatically as a public process either. But we are usually so far in the other direction that a step towards this is just the right medicine right now.
  - social businesses that are ruthlessly fair with their contributors (really, their partners.) Don't make little girls cry.
  - If workers aren't measured by how effective they are at creating value on the network, they will just focus on what they are measured on to get their recognition, raises, and promotions.
  - Do not use social channels for traditional push communication. Classic examples: Don't use online communities for distributing press releases, product literature, PR, or spokesperson canned messages.
  - choice and is truly valuable in its own right. Respond to criticism constructively and quickly.
  - The basic rule: Everyone involved in a social relationship must get something out of it or there's no reason for it.
15 May 09

Clive McGoun
"Rarely do I take a negative viewpoint on new developments, especially in technology. But lately, with the seemingly runaway rise of highly successful social networks like Facebook and Twitter, it's become clear that adding the word "social" to virtually any product or service has become the current marketing trend du jour, often to the detriment of the consumers of those offerings."

2Steps socialmedia
11 May 09

Mark Blair
There is a very important conversation happening right now in organizations around the world. It's how those companies are going to make the transition from traditional 1-to-1 relationships with their partners and customers to a one-to-many community relationship where the company is only another member of an endless ongoing conversation. This conversation will be the very lifeblood of companies in the future and consist of all the ideas, concerns, solutions, news, learning, product development, sales, marketing, customer service (i.e. the fundamental fabric of the organization) taking place between anyone, anywhere who feels they have a stake. Considering this for a moment only underscores what a weak and underdeveloped version of this most businesses have today.

So, social business.

enterprise2.0 social networking
10 May 09

Matt Montagne
12 Rules For Bringing 'Social' To Your Business

marketing emarketing castiadmissions
edtechtalk
to put some of the meaning back into the social Web, here are 12 rules that can help you focus on what really matters and how to access the fundamental value inherent in social business: 5a964f8e1b1e686969a4d958f6c6bb54

davecormier social networking 12rules davelink 12 Rules For Bringing 'Social' To Your Business | SocialComputingJournal.com 20090517
09 May 09

Bertrand Duperrin
The social meme has now fallen prey to this and frankly it's at serious risk of losing what makes it special, at least in terms of the modern 2.0 era. All of the new uses of "social" in the online world: Social media, social marketing, software software, social networking, and so on, can be -- and often are -- extremely potent new methods for creating value with human relationships over the network. They can represent truly important, even revolutionary, new changes in the way to we interact with each other in our lives and businesses.

social socialmedia socialnetwork socialbusiness adoption business networks socialnetworks value businessprocess measurement evaluation metrics organization management networkedconomy
- Claims that you can use a Twitter account to turn around your customer service are another. These things can certainly help make a business social, but they are just the means to a long journey; a new way of operating a business in a more open, emergent, and efficient way.
- the network (the Web or enterprise or both) is about who is on it and how involved they are. Whether this is a customer community, an internal Enterprise 2.0 effort with blogs, wikis, or just a corporate social network, the transition to social business is about involving and engaging people far more than it is about picking a technology or building the infrastructure
- 10 more annotations...
- - I continue to see a lot of people using the nearest tool at hand, rather than the right tool for the job. The Web 2.0 era (the last five years or so) has shown that there where many important design patterns that were missing in the software models we used on our networks previously
  - But sitting back and waiting for the world to involve your business in what they do is just no longer an option.
  - Popular social channels and services are important but are the smaller part of the social business story.
  - "communities exist to serve the needs of their members" and themselves second if they intend to have a successful long-term relationship, as in most human relationships
  - Add a social dimension to your business processes.
  - If workers aren't measured by how effective they are at creating value on the network, they will just focus on what they are measured on to get their recognition, raises, and promotions.
  - Don't use online communities for distributing press releases, product literature, PR, or spokesperson canned messages
  - Censorship kills participation.
  - If you're not sure where your organization ends and the network begins, you're doing it right.
  - The basic rule: Everyone involved in a social relationship must get something out of it or there's no reason for it. Being social for it's own sake may generate downstream value accidentally but social businesses will often have a long list of intentional reasons they are being social.
08 May 09

Maria Reyes-McDavis
Discussion on the illusion of social tools making your business social in social marketing.

social business online marketing
Christophe Lauer
Social Business Rules