What Social Business is Really All About


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Really, this has anything and everything to do with social business, enterprise 2.0, social media, social CRM, and every other term or category that is related. The question that oftentimes comes up is what is all of this “social” stuff really about? Reports are put out pretty much daily, as are new frameworks, strategies, approaches, and theories. We cover everything from change management to adoption to culture to technology and everything in between. While these all may be important I think everything we are seeing can really be broken down into a shift of two things: culture (or as Gil Yehuda says, “observable behaviors”) and technology.


Even over the past 5-7 years we have become much more comfortable with publicly sharing and creating information. We are now more comfortable with living our lives in a much more public way. Not only that but many of us are also feeling less threated with sharing information with peers and co-workers in a professional setting. Our concerns with people, companies, and politicians are voiced publicly for the world to see as is our physical location (if you’re using one of the many geo-location tools out there). When I speak at events I always like to joke around and tell people that I don’t really remember what it used to be like to conduct business without the web, now we are seeing an incredible shift in how business is conducted and how personal lives are led. I tried to find some interesting stats around how our culture has changed but alas I wasn’t coming up with the information I wanted. However, just through observation there is no denying that we have changed forever but time will tell if it’s for the better.


Where do I even begin with advances in technology, just take a look at the recent triumph of Watson (a super computer created by IBM) over 2 jeopardy world champions. We have amazing tools that let companies and people monitor the entire web for relevant conversations. Internal platforms allow employees to find subject matter experts and information with ease (hopefully) and we have amazing tools that improve how we work and when; this is all just the tip of the iceberg (and I’m trying to stay relevant just to the collaboration side of things). Basically, we have tools today that allow us to actually do the things that have changed and that we more comfortable with from a culture standpoint. Of course, these tools and technologies are always changing and adapting but it’s really amazing to see what’s available today and how it is changing the way we work, communicate, and share information with each other.

I think what all of the “social” stuff is about is helping organizations solve business problems but in the context of how culture and technology has changed (and will continue to change). The change management, adoption, and strategy issues are all arising as a direct result of shifts in technology and cuulture.

What say you?

Republished with author's permission from original post.

Jacob Morgan
I'm a best-selling author, keynote speaker, and futurist who explores what the future of work is going to look like and how to create great experiences so that employees actually want to show up to work. I've written three best-selling books which are: The Employee Experience Advantage (2017), The Future of Work (2014), and The Collaborative Organization (2012).


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