How Organizations adopt Social Business and the impact on Business

30 Nov

How Organizations adopt Social Business and the impact on Business

Our previous discussion illustrated that various methods exist for organizations in the adoption of social business. The adoption process which involves a social transformation from ‘business as it use to be’ to a new and complex social identity is a stormy decision for firms, they have to swim through or sink in its turmoil. This blog will round off the organizational adoption topic and conclude on the impact on business.

The motivation for an organization’s adoption of social business is born out of the stakeholders interests for value creation, including the business “growing and going” concern. The decision for social adoption is mainly strategic and involves the assessment and analysis of the business opportunities and challenges. The adoption process begins with the management function of planning during which the organization begins to identify the present position of the firm (where the firm is), and the future where the firm wants to go. The strategic choice determines the process “how” the Organization intends to achieve its plan. This adoption process is “people and technology” driven and determines the people “who” the organization wants to socially include and the media they intend to utilize.

The socialization strategy can be viewed in the context of the application of the “Management Functions” (Henri Fayol, 925). In the process the management integrates the “Social Media Attributes” with the “Business Functions” in order to realize a “Social Business”. The socialization process will therefore involve the organizational activities of Planning, Organizing, Staffing, Controlling, Directing and Evaluating in order to Integrate the Business Functions with the Social Media Attributes. Before going further in this direction let us review some steps in the adoption process and subsequently share some information available in the public domain to explain the social business adoption trends.

The 10 easy steps to social business

The “10 easy steps to becoming a social business” was posted on “Author’s blog” by Alan Hamilton ( 2012). According to Alan this method is derived from IBM Alliance Conference in Boston, USA. It was presented by Sandy Carter ( 2012)

Alan Hamilton’s interpretation expressed that organizations can achieve success in implementing enterprise social network (such as IBM connections) by adhering to some easy steps. According to Alan, successful Enterprise social network is achieved by;

*      Enhancing communication and collaboration in the company and embedding social technique in the business process.

*      Customizing social business experience in the organization by following a defined approach and standards.

*      Establishing a governing social policy, setting rules and guidelines.

*      Hiring Social Community Managers and establishing social job roles.

*      The approach should involve the interest and participation of the senior management team.

*      The enthusiasm of fluent and dominant participants should be utilized for social evangelism and advocacy.

*      Utilize materials such as videos and reports to communicate the social plan.

*      Provide mobile access through mobile phones and web browsers in order to engage and motivate.

*      The leader’s participation should involve mentoring.  One to one training for the leading senior members should provide excellent career opportunity for interested juniors to follow.

*      Use onboard analytic tools such as dashboard to demonstrate growth and success of the social process.

The above steps contain the concept of the management functions embedded in the keywords. However let us look at another formulation in the adoption of social business.

The 7 steps to social adoption

The steps below were derived from Richard Hughes (Director of product strategy at BroadVision,, 2012.

His steps are descriptions of some relevant phases in the adoption of social business.

These include to:

*      Formulate a social business team to follow a clear management decision and directive.

*      Form a committee to follow a planned strategy involving stake holder’s interest with defined guidelines..

*      Identify and establish relevant communities.

*      Provide examples of how networks can be harnessed

*      Encourage participation and provide insights into the objectives.

*      Drive adoption by utilizing compensation initiatives

*      Evaluate success by measuring usage and deploy key performance indicators.

*      Encourage continual improvement using metrics

These 2 sets of steps contain interrelated processes with some variations probably accounting for the differences in the organizational structure and strategy. However the key terms are based on the management functions which are composed of planning, organizing, staffing, controlling, directing and evaluating. These functions are the bedrock of the management in the adoption of the social media functions. The above factors which are contained for example in Alan Hamilton’s 10 easy steps

or in Richard Hughes 7 steps are essentially derived from the various management  functions which interact and integrate the business with social media attributes.

The adoption process follows a deliberate and managerial effort aimed to achieve some desired goal. Organizations are adopting social business purposefully for the some perceived benefits which we previously discussed.

Let us also refer to other type of reports and information regarding social business adoption and why organizations embrace social media.

Fig 1.0 below is a Social Media Framework by Beth Kanter taken from a website ( This framework identified some motivation for social adoption in 5 groups shown in colours.  Different reasons are associated to various groups for embracing social media according to the table. However these factors or reasons are similar to the steps outlined in the adoption process above. This makes this framework relevant to support our illustration for the various steps of the social business adoption which contain similar factors derived from the management functions.


Fig 1.0 Why people in organizations embrace social media (

The above figure indicate successful social adoption process and experience with most people in the organizations showing interest if the management process of goal setting and motivation is followed. The adoption strategy is seen as “people and technology” driven while the organizations follow the trends.

The graph below (fig 2.0) gives further information about the rise in the use of social media by organizations.

In Fig 2.0 compares the world wide search volume on Google for “New Media”, “Web 2.0”, and “Social Media”.  The information in this graph is relevant because of the gradual and steady rise in the use of social media (indicated by the orange yellow graph)


Fig 2.0 Steady Rise in the use of social Media ( , 2012)


Fig 3.0 Extended graph suggests a further rise in adoption ( , 2012)

 According to, fig 3.0 shows thatthere’s reason to believe the social media era will last longer and have a higher peak”. Also what all of this means to business is that social business will drive innovation for the future as shown in the extrapolated graph. Although social business has drawbacks in terms implementation, management and use, however it is obviously an engine of business innovation which incorporates Adaptability, Empowerment, Agility, Smart Connectivity, Openness, and Active intelligence for value creation.


2 Responses to “How Organizations adopt Social Business and the impact on Business”

  1. returnofthemc November 30, 2012 at 2:40 pm #

    Nice blog irokoo, I liked the use of the step by step guides to achieve Social Business and Social Adoption. Very easy to read and follow, good job

    How do you feel the advancements in mobile technology has helped the growth of Social Business?

  2. htc行動電源 June 24, 2013 at 7:37 pm #

    I such as the priceless data you give you inside of your reports.I will bookmark your weblog website and test once again right right right here regularly.I’m pretty convinced I will find out considerably of latest stuff precise the following! High-quality luck to the up coming!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: