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The Social Business Imperative: Adapting Your Business Model to the Always-Connected Customer, First Edition by Clara Shih

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10. How to Operationalize Social Business

“Plans are only good intentions unless they immediately degenerate into hard work.”

—Peter Drucker, Management Guru (1909-2005)

What do the most successful Social Business organizations have in common? That’s the question Harvard Business Review sought to answer in a recent survey of more than 2000 companies.1 It found the companies with the greatest Social Business ROI typically have a dedicated team and a budget line item expressly for social media. These companies are omnichannel (four or more channels), share rich multimedia content (such as mobile-friendly videos), and participate in review sites, forums, and blogs. They integrate their social media marketing with existing campaigns and email marketing. ...

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