your Reading List
Do you need an internal Social Media/Business Champion?
ne of the most successful approaches to beco-
is the creation of an
internal team, led by a Senior Executive (pre-
ferably CxO), who can guide and help the corporate
adoption of Social Media within the organizationto aid formulate a foundation of the achievementof its business objectives through the use of Social.It is absolutely crucial to understand the positionof Social Media within the organisation, and theimpact it has on the various business functions. AsSocial Media is a communication tool, its uses vary
and affect pretty much everyone in the organisation,
and if done correctly outside the organization too,through:
PR/Corporate Communications; Marketing; InternalCommunications; Legal; IT; Sales; Customer Service;
Human Resources; Product Management/ Develop-
ment; Innovation; CollaborationWhen setting up the internal team and leader, it isparamount to have a leader with a broad unders-
tanding of the various business functions and units,
their focus and business objectives. Then, repre-sentatives from these business areas should formthe
Social Business Council
, in order to facilitate
the implementation of the social business strategy.
There should be two approaches within that council:
1) Does what we are doing change the way theorganisation Communicates, Socializes, Learns,Collaborates, Teams (internally & externally) and/or Innovates through the Enterprise use of SocialMedia?
2) Does the use of Social technologies aid the achie-
vement of the corporate business objectives?
In every congregation of people, including business
entities, there are the early adopters, supporting
new initiatives, and the detractors (or more conser-
vative people). When setting up a Social BusinessCouncil, I would recommend ensuring a cultureof belonging (virtually and physically). The early
adopters should evangelize the new programs, butyou’d rather let the detractors have their say within
the conned space of the council, than ght and
convince senior level executives, to execute plansthey don’t believe in.Social Business Council members should includepeople with vision, but just as important is to in-clude people who will end up with the operatio-
nal benets of Social Media in the enterprise.
The shortest route to any strategy disaster is to let
the Chiefs create it, and then dump it on the Indians
for implementation. By including the “Indians” in
h t t p : / / i g o 2 g r o u p . c o m / b l o g / d o - y o u - n e e d - a n - i n t e r n a l - s o c i a l - m e d i a b u s i n e s s - c h a m p i o n /