Smart Business, Social Business: A Playbook for Social Media in Your Organization

1. Human Capital, Evolved

A CEO doesn’t wake up one morning with the realization that he needs to transform his organization and evolve into a social business. He has more important things to worry about, like increasing market share, revenues, shareholders, and board meetings. The transformation into a social business happens organically—often in silos—and in response to the social customer.

The social customer is nothing new. Since the beginning of modern business, consumers have been sharing their thoughts, opinions, joys, fears, and criticisms with their friends, family, community groups, and even strangers about the brands they love and the ones they hate. The difference today is that these opinions are now amplified on the social web and ...