To ride the social media wave and cash in on emerging opportunities across the organization, enterprises need to establish the processes, frameworks and workflows on which social media drives business transformation.
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.
In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.
For more information about this report, please visit: bit.ly/evolution-of-smcc.
Achieving momentum for a social business strategy for many organizations is challenging
enough, but execution is often fraught with unanswered questions: Who owns social? How are key decisions made? How do we organize to execute social?
In this report, we define a social business governance system of 4 P’s: people, policies, processes, and practices. We use that framework to provide a maturity model to assess where you are, and we include best practices, policy templates, and a decision-making matrix that you can use to define Social Business Governance (SBG) that will help you both achieve the potential of your strategy and manage risk.
Download the full report at: http://goo.gl/y2uiKR
According to Altimeter Group research, the average enterprise-class company owns 178 social media accounts, while 13 departments—from marketing to customer support to legal-- actively engage in social media.
Yet social media— and as a result, social data— are still largely isolated from business-critical enterprise data sourced from platforms such as Customer Relationship Management, Business Intelligence and market research.
This lack of a holistic view of social signals in the context of other enterprise and external data can lead to partially-informed decisions, missed opportunity, and increased risk and cost, as the organization makes decisions without the benefit of critical input from external constituencies.
In this Altimeter Group research report reflecting input from 35 enterprise-class organizations and technology ecosystem contributors, industry analyst Susan Etlinger lays out an imperative for Social Data Intelligence, identifying key dimensions that organizations must understand, pragmatic steps they can take toward mature integration, and how successful businesses are already using social data in the context of other critical enterprise data to drive measurable value throughout the organization.
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.
In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.
For more information about this report, please visit: bit.ly/evolution-of-smcc.
Achieving momentum for a social business strategy for many organizations is challenging
enough, but execution is often fraught with unanswered questions: Who owns social? How are key decisions made? How do we organize to execute social?
In this report, we define a social business governance system of 4 P’s: people, policies, processes, and practices. We use that framework to provide a maturity model to assess where you are, and we include best practices, policy templates, and a decision-making matrix that you can use to define Social Business Governance (SBG) that will help you both achieve the potential of your strategy and manage risk.
Download the full report at: http://goo.gl/y2uiKR
According to Altimeter Group research, the average enterprise-class company owns 178 social media accounts, while 13 departments—from marketing to customer support to legal-- actively engage in social media.
Yet social media— and as a result, social data— are still largely isolated from business-critical enterprise data sourced from platforms such as Customer Relationship Management, Business Intelligence and market research.
This lack of a holistic view of social signals in the context of other enterprise and external data can lead to partially-informed decisions, missed opportunity, and increased risk and cost, as the organization makes decisions without the benefit of critical input from external constituencies.
In this Altimeter Group research report reflecting input from 35 enterprise-class organizations and technology ecosystem contributors, industry analyst Susan Etlinger lays out an imperative for Social Data Intelligence, identifying key dimensions that organizations must understand, pragmatic steps they can take toward mature integration, and how successful businesses are already using social data in the context of other critical enterprise data to drive measurable value throughout the organization.
Data is of no use if you don’t know what to do with it. 2013 will see brands increasingly looking for social media data analysts who understand what to do with big data and how to use it for business results.
According to the Pew Internet & American Life Project half of all adults in the US use social networking sites. Despite its obvious appeal as a marketing channel, social media is far from achieving "equal citizenship" status among the marketing mix, particularly for Business-to-Business marketers. This benchmark report will examine the pressures and challenges social media presents for B2B marketing, and the path taken by top performing companies to achieve success. Aberdeen's research shows that top performing companies have integrated social media marketing with existing, core marketing channels and processes.
Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content on either a strategic or tactical level. This report explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.
Defense contractor CEOs who are active on social media can raise and shape their company’s profile, motivate employees, recruit top talent and build greater trust.
Socially Driven Collaboration Research Study 2014 Leader Networks
What happens when Marketing and IT unite to tackle the escalating challenges that today’s
rapidly moving digital, social and mobile world bring? Collaboration brings both Marketing
and IT the potential to influence management decisions while, in tandem, add business value.
When Marketing collaborates with IT, the possibility exists for Marketing to make an impact
beyond raising awareness to improving speed to market for new products and services while
reducing project costs. In turn, IT’s collaboration with Marketing can give rise to greater
awareness of thought leadership and increase share of budget.
When collaboration happens, Marketing often leads the charge to break down the functional
silos with IT. And even though Marketing is making progress, it faces strong headwinds as it
attempts to advance collaboration within the company.
To get a better understanding of the state of collaboration between Marketing and IT, Oracle
commissioned Social Media Today and Leader Networks to field a study to investigate the
changing relationship between these functional teams. Responses were gathered from 662
Marketing and 263 IT leaders from more than 500 organizations around the world.
While many leading companies have the building blocks in place to participate in and leverage social media, many are pausing and asking deeper questions around how they can best evolve and transform their technology systems and operating processes in order to maximize the benefits social media offers.
[Report] The State of Social Business 2013: The Maturing of Social Media into...Brian Solis
Altimeter Group conducts regular social business surveys to learn how social media is evolving within enterprise organizations. Analysis of survey results between 2010-2013 reveal that social media is extending deeper into organizations and, at the same time, strategies are maturing. What was previously a series of initiatives driven by marketing and PR is now evolving into a social business movement that looks to scale and integrate social across the organization. The following report reveals how businesses are expanding social efforts and investments. As social approaches its first decade of enterprise integration, we still see experimentation in models and approach. There is no one way to become a social business. Instead, social businesses evolve through a series of stages that ultimately align social media strategies with business goals.
Social Media for Development: Transforming Society and GovernanceRichard Grimaldo
A 2-day seminar (Oct 29-30, 2018) on social media designed for government agencies who wanted to use social media as a development tool for governance. It is designed to introduce social media, its origin and various applications in the development context.
Held at DICT, ICT Literacy and Competency Development Bureau, UP Diliman, Quezon City
Data is of no use if you don’t know what to do with it. 2013 will see brands increasingly looking for social media data analysts who understand what to do with big data and how to use it for business results.
According to the Pew Internet & American Life Project half of all adults in the US use social networking sites. Despite its obvious appeal as a marketing channel, social media is far from achieving "equal citizenship" status among the marketing mix, particularly for Business-to-Business marketers. This benchmark report will examine the pressures and challenges social media presents for B2B marketing, and the path taken by top performing companies to achieve success. Aberdeen's research shows that top performing companies have integrated social media marketing with existing, core marketing channels and processes.
Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content on either a strategic or tactical level. This report explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.
Defense contractor CEOs who are active on social media can raise and shape their company’s profile, motivate employees, recruit top talent and build greater trust.
Socially Driven Collaboration Research Study 2014 Leader Networks
What happens when Marketing and IT unite to tackle the escalating challenges that today’s
rapidly moving digital, social and mobile world bring? Collaboration brings both Marketing
and IT the potential to influence management decisions while, in tandem, add business value.
When Marketing collaborates with IT, the possibility exists for Marketing to make an impact
beyond raising awareness to improving speed to market for new products and services while
reducing project costs. In turn, IT’s collaboration with Marketing can give rise to greater
awareness of thought leadership and increase share of budget.
When collaboration happens, Marketing often leads the charge to break down the functional
silos with IT. And even though Marketing is making progress, it faces strong headwinds as it
attempts to advance collaboration within the company.
To get a better understanding of the state of collaboration between Marketing and IT, Oracle
commissioned Social Media Today and Leader Networks to field a study to investigate the
changing relationship between these functional teams. Responses were gathered from 662
Marketing and 263 IT leaders from more than 500 organizations around the world.
While many leading companies have the building blocks in place to participate in and leverage social media, many are pausing and asking deeper questions around how they can best evolve and transform their technology systems and operating processes in order to maximize the benefits social media offers.
[Report] The State of Social Business 2013: The Maturing of Social Media into...Brian Solis
Altimeter Group conducts regular social business surveys to learn how social media is evolving within enterprise organizations. Analysis of survey results between 2010-2013 reveal that social media is extending deeper into organizations and, at the same time, strategies are maturing. What was previously a series of initiatives driven by marketing and PR is now evolving into a social business movement that looks to scale and integrate social across the organization. The following report reveals how businesses are expanding social efforts and investments. As social approaches its first decade of enterprise integration, we still see experimentation in models and approach. There is no one way to become a social business. Instead, social businesses evolve through a series of stages that ultimately align social media strategies with business goals.
Social Media for Development: Transforming Society and GovernanceRichard Grimaldo
A 2-day seminar (Oct 29-30, 2018) on social media designed for government agencies who wanted to use social media as a development tool for governance. It is designed to introduce social media, its origin and various applications in the development context.
Held at DICT, ICT Literacy and Competency Development Bureau, UP Diliman, Quezon City
Social media contributes value to interactive marketing programs in many ways — but measuring
that value is difficult. The sheer volume of social media metrics can quickly become overwhelming
and distracting for key stakeholders. To keep your team focused, you must become the hub of
your company’s social media marketing reporting and create standardized reporting templates and
frequencies for different types of stakeholders: frequent reporting of digital metrics to community
managers and social media strategists, per-campaign or annual reporting of branding and trial metrics
to other marketing team members, and quarterly or annual reporting of financial metrics to executives
Infosys Insights: Improving effectiveness of social media strategyInfosys
It has always been challenging for businesses to determine the right resource allocation for the successful implementation of a social media strategy. Many organizations find it hard to improve the effectiveness of a social media strategy in promoting brands and increasing revenues. An iterative quantification framework, the right tools, and the ability to quantify key business relationships are critical in increasing a strategy’s effectiveness.
Social Media Strategies for Small BusinessesIndoAge
Social media transcends being merely a communication tool in today's dynamic digital landscape; it stands as a powerful marketing platform. For small businesses, harnessing the full power of social media is not optional but essential.
Social@Ogilvy and OgilvyOne thought-leadership on unlocking engagement opportunities across the customer journey.
This research aims to answer a simple question. Do visible Social programmes undertake the fundamental Customer Engagement activities that drive sales, loyalty and advocacy?
Social media & large, global B2B companiesPaul Holthuis
Useful presentation focusing on social media, especially for lager b2b companies. Advise included for implementation, social strategy, organizational aspects, the creation of appropriate content, monitoring the internet, and a lot more.
5-2 Final Project Milestone TwoJackson Adam Jackson Professo.docxblondellchancy
5-2 Final Project Milestone Two Jackson
Adam Jackson
Professor Cole
COM 310
February 10, 2020
Social Platforms and Business Examples
The development of technology and the internet has led companies to incorporate different methods that will help grow its business. Among the strategies used is the increased use of social media platforms, in which the firms can interact with their customers, either to increase brand awareness or to gather feedback from the users (Momany, & Alshboul, 2016). Supportive Networking Society (SNS Ohio Media) is one of the companies that should use social media as a method of growing its business and meet more companies
Business goal
SNS Ohio Media is a firm whose goal is to provide networking opportunities for its clients. The company supports collaboration between different businesses and individuals, which is geared towards ensuring professional growth as well as the development of the organizations. Due to the nature of its operations, the company can make good use of social media to reach more of its customers and to ensure that more people can discover its activities, which will contribute towards the success of the firm.
Instagram
Developed in 2010, Instagram has become one of the fastest-growing social media platforms. This site is an essential tool for a business aiming to reach many clients, more so because of the features that it provides. For instance, SNS Ohio Media can expand its reach to many other companies by using hashtags to increase popularity. Best practices in using Instagram include collaborating with other companies by mentioning them in the content provided on the Instagram page.
Additionally, sharing customer success stories can also be a great way of reaching more people. Instagram supports visual content. Therefore, whatever the company posts should explain what the organization does by presenting it creatively. SNS Ohio Media’s business is service-based, which means that the firm should share content that shows the viewers behind the scenes and process followed to ensure that success is attained.
Facebook
This social media platform is considered as one of the cheapest methods of online marketing. One of the reasons why it is ideal for this company is because it allows the firm to share its business information with Facebook users. By clicking on the company’s profile, it is easy to get information concerning what it does and services offered, as well as the periods within which it is in operation. Other than raising brand awareness through videos and photographs, Facebook provides a platform in which companies can engage with its customers, whereby users provide feedback and suggestions concerning what the firm ought to do to improve its services.
Effective and Ineffective Use of Social Media
One of the best practices in the use of social media in companies is cross-channel marketing. It involves the use of different platforms to reach to the customers (Stephen, 2016). Casper is ...
5-2 Final Project Milestone TwoJackson Adam Jackson Professo.docxBHANU281672
5-2 Final Project Milestone Two Jackson
Adam Jackson
Professor Cole
COM 310
February 10, 2020
Social Platforms and Business Examples
The development of technology and the internet has led companies to incorporate different methods that will help grow its business. Among the strategies used is the increased use of social media platforms, in which the firms can interact with their customers, either to increase brand awareness or to gather feedback from the users (Momany, & Alshboul, 2016). Supportive Networking Society (SNS Ohio Media) is one of the companies that should use social media as a method of growing its business and meet more companies
Business goal
SNS Ohio Media is a firm whose goal is to provide networking opportunities for its clients. The company supports collaboration between different businesses and individuals, which is geared towards ensuring professional growth as well as the development of the organizations. Due to the nature of its operations, the company can make good use of social media to reach more of its customers and to ensure that more people can discover its activities, which will contribute towards the success of the firm.
Instagram
Developed in 2010, Instagram has become one of the fastest-growing social media platforms. This site is an essential tool for a business aiming to reach many clients, more so because of the features that it provides. For instance, SNS Ohio Media can expand its reach to many other companies by using hashtags to increase popularity. Best practices in using Instagram include collaborating with other companies by mentioning them in the content provided on the Instagram page.
Additionally, sharing customer success stories can also be a great way of reaching more people. Instagram supports visual content. Therefore, whatever the company posts should explain what the organization does by presenting it creatively. SNS Ohio Media’s business is service-based, which means that the firm should share content that shows the viewers behind the scenes and process followed to ensure that success is attained.
Facebook
This social media platform is considered as one of the cheapest methods of online marketing. One of the reasons why it is ideal for this company is because it allows the firm to share its business information with Facebook users. By clicking on the company’s profile, it is easy to get information concerning what it does and services offered, as well as the periods within which it is in operation. Other than raising brand awareness through videos and photographs, Facebook provides a platform in which companies can engage with its customers, whereby users provide feedback and suggestions concerning what the firm ought to do to improve its services.
Effective and Ineffective Use of Social Media
One of the best practices in the use of social media in companies is cross-channel marketing. It involves the use of different platforms to reach to the customers (Stephen, 2016). Casper is.
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The Way to a True End-to-End Social Media-Centric Enterprise
1. The Way to a True End-to-End
Social Media-Centric Enterprise
To ride the social media wave and cash in on emerging
opportunities across the organization, enterprises need
to establish the processes, frameworks and workflows
on which social drives business transformation.
3. Executive Summary
“If you make customers unhappy in the physical world, they might each
tell six friends. If you make customers unhappy on the Internet, they can
each tell 6,000.” — JEFF BEZOS, AMAZON FOUNDER/CEO
As obvious as it sounds, this statement captures the raw power and influence
of social media. No wonder, then, that organizations across industries are
trying to stake their claim in the social realm and develop a deep dialog with
their customers. However, companies appear to be perplexed by the
plethora of social media networks that emerge seemingly every month,
offering new and ingenious ways for consumers to interact with brands.
Consumers, employees and competitors are the three forces in the
emerging triumvirate that is influencing enterprise social activities and
compelling companies to integrate social media across various functions
of the organization.
In their eagerness to ride each ensuing social media wave, most
organizations are struggling to move their social media efforts beyond
the marketing function, to become a true end-to-end social media-centric
enterprise. But unless they plan, prepare and embed the right processes
and frameworks, they are bound to encounter operational risks, regulatory
challenges and security threats on their journey.
This white paper covers the keys steps that an organization
must consider to overcome the hurdles of becoming a true end-to-end
social media-centric enterprise. It offers insights into how social
media can deliver business efficiencies and competitive advantage
when it is effectively integrated into the business. This transition
typically occurs in three stages:
• Assessment: Conducting an organizational social media maturity
analysis that gauges current and future-state risks and benefits.
• Implementation: Planning and instituting a social media governance
framework.
• Integration and monitoring: Enabling organization-wide adoption and
conducting regular audits and checks to monitor social performance.
THE WAY TO A TRUE END-TO-END SOCIAL MEDIA-CENTRIC ENTERPRISE 3
4. 4 KEEP CHALLENGING June 2015
The Social Media Three-step
Assessment Stage
The journey begins by answering a fundamental question concerning the business
criticality of social to the enterprise. While nearly every organization is jumping on
the social bandwagon, enterprises need to assess the degree to which they need
to make social core to the business. To do this, they need to evaluate the business
model, market dynamics, competitive landscape, customer base and global scale
necessary to succeed with social. Such an assessment will help decision-makers
define the goal posts and articulate the end objectives of their social media
transformation program
However, before embarking on this journey, the organization must assess its existing
social media maturity. Maturity can be determined using a six-level framework (see
Figure 1).
• Understand how customers use
social channels.
• Prioritize strategic goals where
social can have most impact.
PLANNING
Listens and learn.
• Establish a governance framework for social.
• Institute processes/checks/worflows to
maintain information flow integrity.
• Adopt technology to mitigate social crisis
and ORM issues.
FORMALIZED
Set a framework for scaling
social efforts.
• Scale across business units and functions.
• Drives processes across HR, sales, finance, product
development.
• Involve executives in formal communication on social
channels.
STRATEGIC
Become a social business with social
integrated into all key functions.
• Drive business transformation
with social.
• Integrate social philosophy into
all aspects of the enterprise.
CONVERGED
Social drives the business and
is the fulcrum of key functions.
• Include social as a customer
interaction channel.
• Extend marketing efforts into
the social channel.
• Establish strategic goals where
social can influence.
PRESENCE
Secure a toehold in the
social realm.
• Integrate marketing fully with
social and leverage channels
effectively.
• Engage internal employees via
social channels.
ENGAGEMENT
Establish formal social relationships
with employees/customers.
titi ff
Social Media Maturity Levels Across Organizations
Source: “The State of Social Business 2013,” Altimeter Group, Oct. 15, 2013, http://www.briansolis.com/2013/10/altimeter-groups-state-of-social-
business-2013-report/
Figure 1
5. THE WAY TO A TRUE END-TO-END SOCIAL MEDIA-CENTRIC ENTERPRISE 5
In our experience, most organizations have crossed the preparation stage, and
many are in the engagement and formalized stages, wherein social media is
integrated with the marketing function and the company is seeking to develop a
formal governance framework to scale its social efforts. However, some companies
have risen to the strategic and converged stages, wherein social is integrated with
sales and finance and is driving business transformation.
We use four lenses to complete a true assessment of social media maturity (see
Figure 2) and suggest that enterprises apply similar due diligence when gauging
their own maturity level.
People View
A people-centric view focuses on the level of employee involvement and engagement
on corporate social media profiles. Depending on the enterprise’s social media
maturity level, employees could be bystanders who are simply following their
company’s channels, or they could be infrequent participants who limit their
involvement to certain topics. Engaged employees actively share organizational
messages across their networks, while champions leverage social media to advance
business objectives (see Figure 3, next page).
Tools & Platform View
From a tools and platforms perspective, one indication of maturity is whether
the enterprise is using simple social publishing and reporting tools or is applying
advanced social media analytics and social commerce tools to drive revenue. The
presence of these tools should then be matched with the level of use by various
organizational functions. The integration of these social tools with other existing
systems, such as the content management system (CMS), security systems and
CRM systems, should also be evaluated.
Social Maturity Assessment Approach
People View
Tools &
Platform View
Media View
Organizational
View
0
1001110
100110
Figure 2
6. 6 KEEP CHALLENGING June 2015
Bystanders
Follow company social
channels without any
involvement.
Participants
Contribute infrequently and
limit their involvement to certain
topics of relevance to them.
Engaged
Effectively contribute to organizational
promotions/communications and sharing
it within their network.
Champions
Leverage social media to derive business
objectives and results for specific business
requirements and organizational goals.
Organizational View
The organizational view offers a glimpse into how effectively the enterprise is
leveraging social media across various business functions (see Figure 4, next page).
An example is the adoption of innovative models of social commerce, such as using a
social messaging app like WeChat to send customers discount coupons redeemable
at local vending machines. It’s a classic example of online-to-offline sales integra-
tion via a social platform.
Media View
The media view should span paid, owned and earned media to gauge the consis-
tency of the licensed content flowing across the organization and the adherence
to brand guidelines in curated and user-generated content. The overall enterprise
presence throughout brand Web sites, blogs, social channels, microsites and forums
also needs to be evaluated. Other critical factors that can help with assessing social
media maturity include the presence of mature workflow management processes
for real-time collaboration on content creation, and checks for content publishing
by authorized stakeholders.
Both qualitative and quantitative measures must be combined to gain the valuable
inputs necessary for customizing the social media governance framework (see
Figure 5, page 8). Qualitative parameters have been the initial focus; one way to
measure the quantitative aspects is to prepare a benchmark Likert scale (a psycho-
metric scale commonly involved in research) and rate the organization according to
adherence to best practices and adoption levels
People View
Figure 3
7. THE WAY TO A TRUE END-TO-END SOCIAL MEDIA-CENTRIC ENTERPRISE 7
Organizational View
HUMAN RESOURCES
• Talent acquisition: Is HR able to source
candidates through social media?
• Employer branding: Is the organization
leveraging forums like Glassdoor and
LinkedIn to build a strong employer
brand?
• Alumni advocacy: Are alumni being
engaged via social media channels?
PRODUCT DEVELOPMENT
• Product design: Are product ideas being
crowdsourced via social media?
• Product innovation: Are end users being
tapped for product innovation and
co-creation?
CUSTOMER INSIGHTS
• Purchase behavior: Is social media
analytics being applied to map out the
purchase behavior of specific
customer segments?
• 360-degree view of customers: Is
social media data being used to create
a holistic view of the customer?
LEGAL
• IPR protection: Is the company
trademark/IP protected on social media?
• Online reputation management: Are
regulatory issues being addressed on
social media in real-time?
SALES
• Social selling: Is the sales team
adopting social selling techniques?
• Social & m-commerce: Are
innovative models of social selling
on mobile devices being leveraged?
MARKETING
• Customer acquisition & engagement: Are social
media efforts leading to a rise in customer
acquisition?
• Brand loyalty & customer advocacy: Is social
media marketing leading to higher brand loyalty
and creating brand advocates?
Figure 4
The assessment stage should also include identification of the risks and benefits of
embarking on a journey to become a true social media-centric enterprise (see Figure
6, page 9). Risks include damage to brand reputation by customers, defamation by
employees and competitors, noncompliance with legal and regulatory issues, misin-
formation, misuse of IPR/trademark and leakage of classified data.
Implementation Stage
After assessing the current social media maturity level of the enterprise and
defining the end-state objective, organizations need to establish an implementation
roadmap. The most critical piece is establishing the right social media governance
framework to guide and enforce the necessary workflows and processes.
8. Social media governance stretches beyond compliance, crisis management and
maintaining brand integrity across social channels, to ensuring that the brand is
portrayed in the right way across all social touchpoints, and that the organization
can leverage social media to increase the productivity and efficiency of its key
business functions.
Social Media Governance Framework
A sound social media governance framework is based on six key focus areas (see
Figure 7, page 10). These areas must be viewed as the overarching mechanism that
guides social media monitoring, analysis, reporting and publishing.
• Enterprise social strategy: The organization’s social strategy needs to define
the level of social media integration and adoption across various business
functions. The vision — which is defined by the level of social media maturity —
must be translated into an action plan for all departments. The action plan must
then be implemented by functional leads that set social key result areas (KRAs)
for their respective teams (e.g., the number of employees hired via social recruit-
ment). The strategy should be created after assessing the brand’s need and the
digital awareness of the customer base. Doing so helps to identify the number
of social channels and accounts that should be maintained. Best practices
and guidelines for core processes of social media operations, such as content
management, must be established to drive needed organizational synergies.
• Governance team and organizational structure: An executive review committee
comprised of cross-functional domain experts needs to be formed. The key task
of this committee is to monitor the progress of the social media program and
suggest changes in line with the evolving social landscape. These changes must
be made in the backdrop of an ongoing social environmental scan that reveals
enterprise opportunities and challenges (e.g., irrelevant social accounts and the
need for new networks). An online reputation management and crisis team also
needs to be set up, with clear decision-making mechanism to act in case of a
social crisis.
8 KEEP CHALLENGING May 2015
Figure 5
No clear social media
workflows and social
media technology
platforms.
Partially defined
social media
workflows, no
technology.
Partially defined social
media workflows,
somewhat enabled by
technology platforms.
Fully defined social media
workflows partially
enabled by technology
platforms.
Fully defined social media
workflows completely
enabled by technology
platforms.
1
2
3
4
5
Making a Qualitative Assessment
9. THE WAY TO A TRUE END-TO-END SOCIAL MEDIA-CENTRIC ENTERPRISE 9
• Technology and processes: A scalable, reliable, integrated social media
management system must be developed to meet the move-forward technologi-
cal needs of the social media program. It should support real-time collaboration
among all departments and across all locations, and enable them to contribute
toward the program objective. The social media management system should
include SOC1TYPE1 and SOC1TYPE2 certifications. SOC1TYPE1 means the vendor
has developed the necessary operations policies and processes and that they
have been audited and approved by a third party,
while SOC1TYPE2 means that the vendor is
protected against unauthorized access, and the
stored information and customer data is also
protected. The technology platform needs to be
augmented with the right processes, protocols
and workflows for social media communication
and crisis management, including stage gates,
access rights and approvals.
• Audit and reporting: Organizations should
conduct regular audits, with periodic reports on
the state of the social governance program. The
audit needs to highlight the social governance
index, response preparedness to online crisis,
and the impact of the social program on organi-
zational productivity and output. The executive
review committee would then review the
findings, institute the necessary changes to the
program and revise the internal and external
guidelines on social media. Audits should also
review security threats, password management
and stakeholder rights of social media accounts.
Social listening would reveal information about
conversations around classified or restricted
information on financials, trade secrets and any
other sensitive materials.
LEGAL, REGULATORY & COMPLIANCE ISSUES
• Nonconformance with laws and
regulations in digital mentions of the
brand.
• Violation of ethical standards,
prescribed practices, internal policies
and procedures on social media by
members of the organization.
SECURITY THREATS
• Media leakage of intellectual
property/confidential organization
data on social media platforms.
• Threats to the security of the
company or brand identified on
social media.
MISINFORMATION
• Misleading information or
incorrect facts being broadcast
on digital media.
• For example, creation of fake
profiles of senior figures and
fake company pages by
miscreants.
REPUTATIONAL RISK
• Defamation of company/brand
on social media by:
> Customers
> Employees
> Competitors
X
Figure 6
Risks on the Journey to becoming a Social Media-centric Organization
The social media management
system should include SOC1TYPE1
and SOC1TYPE2 certifications.
SOC1TYPE1 means the vendor
has developed the necessary
operations policies and processes
and that they have been audited
and approved by a third party,
while SOC1TYPE2 means that
the vendor is protected against
unauthorized access, and the
stored information and customer
data is also protected.
10. Social media governance stretches
beyond compliance, crisis manage-
ment and maintaining brand integrity
across social channels, to ensuring
that the brand is portrayed in the
right way across all social touch-
points, and that the organization can
leverage social media to increase the
productivity and efficiency of its key
business functions.
Publishing
Analyzing &
Reporting
Monitoring
• Assess the number of social
channels and accounts
required as per the brand’s
need and level of investment.
• Define organizational strategy
for adoption of social media by
core functions (HR, sales,
marketing, product design).
• Establish best practices for
content management (reuse,
templatization, storage,
archived campaigns) across
social channels.
Enterprise
Social Strategy
• Establish an executive review
committee with cross-functional
domain experts for program
governance.
• Form a crisis management
team with a clear
decision-making mechanism
via defined roles and
responsibilities.
• Analyze governance program
effectiveness and make
changes in line with changing
social environment.
Governance Team &
Org Structure
• Define formal workflows from
trigger to execution for social
media communication,
including approvals and stage
gates.
• Establish protocols and
procedures for online crisis
management and response
SOPs.
• Implement an integrated social
media management system
that has a SOC1TYPE1 or
SOC1TYPE2 certification.
Technology &
Processes
• Periodically report to executive
review committee on Social
Governance Index.
• Review and revise internal
and external social media
guidelines.
• Conduct regular audits and
research of the social
environment to identify
potential opportunities and
challenges.
Audit &
Reporting
• Ensure compliance with
consumer protection laws.
• Create policies to ensure
customer privacy and
security of PII information.
• Ensure adherence to Web
policies for data storage.
• Create policies and
procedures for employees
on use of social media for
work related activities.
Compliance
& Risk
• Outline the principles for
the brand’s online
business persona.
• Articulate the brand’s
digital code of conduct
(channel use, KPIs,
preferred publishers,
etc.).
• Define the brand’s social
experience, short and
long term.
• Create social media
guidelines for employees.
Social Business
Ethics
Social Media
Governance Framework
10 KEEP CHALLENGING June 2015 Figure 7
11. THE WAY TO A TRUE END-TO-END SOCIAL MEDIA-CENTRIC ENTERPRISE 11
• Compliance and risk: The most important stakeholders in the successful imple-
mentation of a sound social media governance framework are the employees.
Employee policies and processes should be disseminated not only via employee
handbooks and social media guidelines, but also through workshops and training.
Customers who interact with the brand on social channels are also on the center
stage of social governance. The framework should include a documented process
for identifying personally identifiable information (PII), as defined by law. A
privacy policy should be drafted that governs any social media initiative that
requests or tracks information such as names, e-mail IDs, addresses and credit
card details. The company should certify adherence to standard privacy policies
established by guidelines such as the EU and the U.S. Safe Harbor Privacy
Standard.
• Social business ethics: A digital code of conduct needs to be established that
spans all social media network activities. This digital code of conduct needs to
align with the principles on which the brand’s online business persona operates,
and should feed into the company’s employee social media guidelines. It should
clearly articulate unacceptable activities that violate the organization’s code of
ethics. Adequate measures must be implemented to check infringement of the
stated principles in the digital code, and corrective actions must be in place to
punish offenders. The executive review committee should update the company’s
digital code of conduct on a regular basis, while creating a short- and long-term
vision of the brand’s social experience.
Integration & Monitoring Stage
From here, the organization must percolate the defined social media governance
framework and the six focus areas across the organizational ecosystem, along
with the necessary checks and systems
for periodic monitoring. Formulating
clear guidelines on social media usage
by employees and setting up infor-
mation flow processes with rights
management can be equated to building
an amusement park with all its rides and
games. The tougher part is ensuring
that the audience embraces the park,
uses the rides, and enjoys and shares
the experience with the rest of the world.
The audience in today’s workplace
represents varying age groups, cultures
and nationalities. The enterprise must instill a culture of social centricity and
motivate heterogeneous employees to adopt social media in the pursuit of their
personal and team goals. A fine balance must be maintained between social media
governance controls and employees’ inherent desire for autonomy. This can be
addressed by building in a certain degree of flexibility into the social governance
model and ensuring a robust system-driven alert mechanism to flag deviations.
Enterprise-wide Implementation
It is important to understand the audience from both an employee and customer
standpoint and then tailor the messaging for inculcating a social media-centric
approach. Today’s workforce comprises a diverse mix of professionals, with varying
degrees of digital and social media maturity. Many older-generation employees can
be categorized as “social naives” who are neither dependent on nor curious about
social networks. This group must be motivated and trained on the use of social
channels and how social can be leveraged to drive business objectives. This might
The enterprise must instill a culture
of social centricity and motivate
heterogeneous employees to adopt
social media in the pursuit of their
personal and team goals.
12. 12 KEEP CHALLENGING June 2015
entail the creation of simple user guides on how to set up a Twitter account or
Instagram profile. A concerted effort is needed to move this group from bystander
to social champion status.
Meanwhile, the millennial generation (social natives), is hyper-connected on all
social channels and relies on social media to complete tasks, share updates and
connect with friends anywhere, anytime and on any device. An alternate approach
is required to encourage this group to adhere to the social media program, as they
cannot feel stifled by the social media guidelines and do’s and don’ts. The governance
model should facilitate adequate checks and balances to flag deviations, while also
allowing social natives to innovatively drive social initiatives that contribute to
business benefits.
It takes time to build an end-to-end social media-centric enterprise; it also takes
time for the governance framework that forms the bedrock of this evolution to
impact the organization. The framework should not be forced on employees; rather,
they should be gradually brought into the fold. By building flexibility into the social
governance framework, organizations can help employees become more involved.
It’s also important for the entire organization to speak in one unified tone to create a
consistent, compelling social experience for both customers and business partners.
Organizations that apply sound governance can achieve numerous benefits from
becoming social media-centric enterprises (see Figure 8). The first is related to
preemptive identification and real-time mitigation of potential risks that could
• Proactive issue identification
• Effective crisis management
• Enhanced digital brand and
organizational security
• Agency management
• HR recruitment
• Content repurposing
• Crowdsourcing and co-creation
• Superior brand experience
• Customer engagement, loyalty
and advocacy
• Organizational productivity
• Employee engagement
• Competitive advantage
Risk Mitigation
Marketing Effectiveness
Business Efficiency
Cost Savings
Benefits of Becoming a Social Media-Centric Enterprise
Figure 8
13. THE WAY TO A TRUE END-TO-END SOCIAL MEDIA-CENTRIC ENTERPRISE 13
impact the corporate brand and organizational security. Second is overall business
efficiency, which leads to higher organizational productivity and provides com-
petitive advantage. Undoubtedly, marketing receives the greatest benefits from
solid social media governance, as measured by its contribution to higher rates
of customer acquisition, engagement, loyalty and advocacy. Lastly, costs can be
rationalized through activities such as content repurposing and recruitment via
social channels.
Periodic Monitoring & Reporting
The leading indicators that a company is becoming a truly social media-centric
organization are a successful social media governance framework and active
employee participation. To ensure continued success, organizations need to
conduct periodic monitoring and reporting, including the following:
• A compliance audit: Such an audit should provide detailed information on the
trigger workflows, compliance breach SOPs, response protocols and stakeholder
alerts, enabled by the social media management platform and reviewed by the
executive review committee. The audit should cover any kind of adverse event,
fraud and misinformation that can potentially happen on social media.
• A brand report: Brand reports should be published on a regular basis and
cover the overall assessment of a brand’s reputation on all social channels. The
report needs to assess the brand from multiple dimensions, including competi-
tion and customers, as well as a regulatory and industry perspective. A qualita-
tive summary of the brand’s overall social presence should be presented for
executive review.
• A social listening report: Social listening is an ongoing activity that should
be conducted using the social media technology platform. Sentiment analysis
is a critical aspect of this report, which should reveal insights such as the root
cause of negative social sentiment. The report should also capture response
mechanisms, such as campaigns to counter negative sentiment.
• An assessment of online reputation management (ORM): An ORM audit is key
to ensuring the resiliency of the social program to online crisis and its ability to
predict and manage issues that could potentially grow into a full-blown crisis.
The audit should cover the entire ecosystem of the organization’s marketing
and advertising agencies, PR teams and digital marketing teams, and assess
their effectiveness in predicting and responding to issues that could damage
brand reputation.
Moving Forward
In today’s digital world, an organization that scales the summit of a truly social
business enterprise ensures a huge competitive advantage. To get there, organi-
zations must accurately assess their current social media maturity and accelerate
social media centricity by addressing the following pertinent questions:
• What is the desirable state of social integration, given the organization’s specific
business model, customer base and competitive landscape?
• In the rapidly evolving social media ecosystem, where should the enterprise
invest its time and effort to create compelling experiences for internal and
external stakeholders?
• Is the social governance framework comprehensive enough to facilitate
meaningful customer engagements while ensuring adequate checks and
balances to identify and mitigate potential online crises?
14. 14 KEEP CHALLENGING June 2015
• What are some innovative ways that a heterogeneous employee base can be
rallied toward the common goal of social media centricity, while factoring in their
varying degrees of digital and social maturity?
• Are robust monitoring and audit mechanisms in place to ensure that the social
program maintains momentum and the organization keeps pace with the rapidly
changing social media ecosystem?
With these questions resolved, the enterprise can push forward from any point in
its social media evolution to channel best practices and processes to its advantage.
About the Author
Vikram Mohan is a Senior Manager within Cognizant’s Digital Marketing Services
Practice. He has over a decade of rich experience, ranging from leading mission-
critical assignments of national importance as a major in the Indian Army, to
heading the marketing function of an emerging analytics firm and driving demand
generation as the APAC marketing lead of Alcatel Lucent. He holds an M.B.A. degree
in marketing from XLRI, Jamshedpur, and a bachelor’s degree in economics from
JNU. Vikram can be reached at Vikram.Mohan@cognizant.com.
15. THE WAY TO A TRUE END-TO-END SOCIAL MEDIA-CENTRIC ENTERPRISE 15