While many companies still have policies in place that force interaction with the company to occur at well-defined delivery points, the reality is that this approach is largely counterproductive and unnecessary. We can usually achieve far more by connecting with our customers and the marketplace through these social, mobile, and cloud-based channels, than by trying to block them out one-by-one, "whack-a-mole" style, as they pop up. I've made the case over the years for this, in terms of generating significantly and exponentially (in some cases) higher returns and cost efficiencies to our businesses. That is, if we're willing to adapt how we work to these new channels. The genie is out of the bottle in most industries: If we don't do it ourselves, our competitors certainly will, sooner or later.
The point here is that we've learned that we generally can't adopt social media and other high-scale new digital models in makeshift ways, and then expect strategic value to suddenly appear. Not so surprisingly, clear strategy and effective leadership in these new digital channels is a must for those who want to take the shorter path. While ad hoc adoption will certainly create value, more effective methods of activation exist.
In fact, it's only when we have an evolving and adaptable plan for dealing with fast-emerging new engagement technologies that we'll achieve the ability to incorporate the innovations in the customer experience in a way that's likely to generate the kind of impact we want. The discussion recently of "outside in" business architectures is what we're talking about here in terms of rethinking how we manage to absorb the rapid changes coming from the consumer world today.
How To Scale Social Business For The Real World | InformationWeek
What Does Data-Driven Social Media Operations Look Like? | Collaboratory
The Operations of a Social Business | Collaboratory
Adapting to the Era of Deep Engagement | Collaboratory
Listen, Analyze, Respond: The Virtuous Cycle of Social Business | Collaboratory
The Social Business Index | Dachis Group
Social Business By Design | Amazon Hardcover (John Wiley & Sons, 2012)