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Five challenges social media will bring to business

August 19, 2009 | Internet Marketing

In order for business to transform into something that can function in a less formal, fast moving social space - it will need to do so at scale. Harvard Business lists five issues of the types of growing pains we'll see as this happens.

1. Integration. Becoming a “social business” (meaning true participation as opposed to leveraging social media as a new form of marketing) can impact nearly every function of a business. Marketing, PR, communications—even supply chain and any function that deals with employees. So where does it live? Is it a department? Do organizations hire a “Chief Social Officer” much like they would a Chief Technology Officer? All organizations will eventually grapple with integrating social into their entire ecosystem adopting either centralized, distributed or hybrid approaches.

2. Governance. Many organizations now understand that anything that can and will be said about them on the internet will be. The good, the bad, the ugly. And this includes content produced not only from the general public, but also from internal constituents such as employees. Organizations will not only need to begin actively listening so that they are in the know, but they will need rules of engagement for how they deal with multiple types of scenarios from responding to a compliment to dealing with a detractor to following up with an employee who just posted something inappropriate or sensitive.

Get the full story at Harvard Business Publishing

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