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

12. Social Businesses in the Real World: EMC and Intel

This book serves as a playbook for companies that want to evolve into fully operational and collaborative social businesses. In a perfect world, company leaders realize early on that they need to change the way they do business to stay competitive, innovate, and ultimately address the dynamic nature of the social customer. The focus is to get the internal house in order first and address issues such as organizational culture, silos, and models; then the company adopts social media best practices for technology, governance, training, collaboration and processes, and workflows. When this is almost complete, the focus naturally shifts to addressing external engagement strategies for interacting ...