How are organisations adopting the concept of Social Business?

2 Nov

Now that we have established what exactly social business is and how it differs from social media, it is time to look at how exactly organisations are adopting the concept. We know now that social media is fundamental to how people communicate with one another and with companies. Companies  that can embrace new technology, procesess, and attitudes stand to benefit greatly in the business world. Social media tools are improving relationships amoung users and empolyees and how companies adopt these tools within their business will set them apart from others. The shift to social media is happening all around us today. Social Business is huge at present and it is not going away any time soon. It is fair to say that businesses today must change to survive.

Getting a company involved in Social Business is not something that can happen over night. It is in fact a gradual process that needs a lot of thought and effort before a company will reap its rewards. The following is a simple visual from Chess Media Group depicting what they feel is the process for most companies getting involved in Social Business.


The first stage of awareness is where a company is introduced to the concept of social business or social media. The second stage is denial because for a lot of companies when they hear of something new they might put it down as being a fad. The third stage then is acceptance, after being in denial about social business a company will eventually begin to understand and accept the value of changing the way they do business. Once companies accept that social business is the way to go then they can go about actually changing the way their business operates. Changing a business is a gradual and tedious process and adopting social business is not easy.

Most companies who have adopted social business are getting value from it, however according to Esteban Kolsky (analyst with thinkJar) most don’t know how to take social technologies and adopt processes it. Kolsky’s analyst firm questioned over 300 people in a study about the adoption of social technologies in business. The following video is him speaking after his presentation at the CRM Evolution 2012 conference in New York City. Some of the key findings in this study were that:

  • Today, adoption of video and pictures is huge. Esteban argues that people relate to the images more.
  • Two of the biggest hindrances to adoption of social media are, in order, security issues, not understanding the benefits, and not sure which business cases can leverage social media.
  • Virtually everyone believes that social media will become a key communications activity with customers.
  • For employees, they found usefulness with their corporate blog, Twitter, video, pictures, and the social business platform.

These are interesting findings. I think that businesses need to be educated more on the advantages and value that social business can bring to a firm. It is also important that they can get past the denial stage that I mentioned above and bring about change as quickly as possible.




One Response to “How are organisations adopting the concept of Social Business?”

  1. 04ac November 4, 2012 at 2:28 pm #

    I watched the YouTube clip you attached to your blog and found Kolsky’s opinions on business adapting to social media very intriguing. I agree with your view that businesses need to be more educated on social media and realise its potential as a important business tool. If used correctly social media could be a huge asset to a business, by using it as a marketing tool it can have a possible worldwide audience.

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