Corporations Are Transforming into Social Businesses…
July 13, 2012
Corporations Are Transforming into Social Businesses, Says New Study of Social Media Trends from FedEx and Ketchum: In-Depth Study Examines Increasingly Engaging Approach to Social Media at Leading Companies
Social business — a company’s move from a presence on social platforms to strategic engagement that supports business goals, fosters brand affinity and generates co-created value — is no small undertaking for corporations, but it is undoubtedly the direction in which top companies are heading, according to an in-depth study on social media trends released this week by Ketchum and FedEx. But the move to social business for many of the world’s most recognized companies faces a hurdle — social media tools have radically transformed the way people engage with the world around them, yet many of the corporations studied that cater to and employ these individuals appear to have been slower to find ways to effectively connect in these channels…
Interestingly, while there was extensive discussion in 2010 around development and enforcement of employee social media policies that might limit employee interactions with these tools, many of these companies appear to have become more comfortable by 2012 in educating and empowering employees and customers to operate as brand ambassadors capable of managing the social conversation with the support of social media policies and guidelines.
Social business also is driving organizations to become more adaptive to marketplace needs as they use social tools to listen to their stakeholders and respond by providing them with the content they want to receive in the channels they want to receive it in. Organizations are also adapting products and services to fit stakeholders’ preferences and co-create value…
