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Rethinking the Future of Business Part 2: Building the Framework

Rethinking the Future of Business Part 2: Building the Framework

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Published by Brian Solis
In part one of Rethinking the Future of Business, we examined the state of social media in business. Once again, we take a look at a recent report published by Altimeter Group’s Jeremiah Owyang,”Career Path of the Corporate Social Media Strategist.” As part of a study on social media strategists and the divergent career paths that lie ahead, Owyang reviewed the social framework for socially renowned enterprise businesses as well as corresponding strategies and resources for 2011. The results says more than we may realize at first blush. Most importantly, we’re given a looking glass into the genesis of a next generation business that’s more sociably aware and responsible.
In part one of Rethinking the Future of Business, we examined the state of social media in business. Once again, we take a look at a recent report published by Altimeter Group’s Jeremiah Owyang,”Career Path of the Corporate Social Media Strategist.” As part of a study on social media strategists and the divergent career paths that lie ahead, Owyang reviewed the social framework for socially renowned enterprise businesses as well as corresponding strategies and resources for 2011. The results says more than we may realize at first blush. Most importantly, we’re given a looking glass into the genesis of a next generation business that’s more sociably aware and responsible.

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Published by: Brian Solis on Jan 26, 2011
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01/30/2011

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Rethinking the Future of Business Part 2: Buildingthe Framework
By Brian Solis, blogger at  BrianSolis.comand principal of  FutureWorks, Author of the highly  acclaimed book on social business 
Inpart one of Rethinking the Future of Business, we examined the state of social media in business. Once again, we take a look at a recent report published by Altimeter Group’s JeremiahOwyang,”Career Path of the Corporate Social Media Strategist.” As part of a study on social mediastrategists and the divergent career paths that lie ahead, Owyang reviewed the social framework for socially renowned enterprise businesses as well as corresponding strategies and resources for 2011. The results says more than we may realize at first blush. Most importantly, we’re given alooking glass into the genesis of a next generation business that’s more sociably aware andresponsible.
 Divide and Conquer 
How a business embraces social media and ultimately how it organizes resources aroundengagement is directly tied to the internal influence of champions and the culture of the business.This discussion accounts for almost the entire second half of 
. This is a critical discussionthat will help businesses excel today and over time. That’s the impact of new media, it’s always new.Social media is simply the latest chapter in its evolution and its effect on business and society.In his report, Owyang shares five ways companies currently organize for social media.Of the 150 businesses Altimeter examined, 41% employed a Hub and Spoke model to support socialmedia. This framework represents a centralized resource for guidelines, governance, best practices,and policies that supports cross-functional teams and business units. In my experience, I’ve alsoobserved the hub and spoke model across most of the businesses I’ve helped. Many times, the hub
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
is represented by a special unit, usually a social media task force or board of advisers made up of stakeholders. This team usually reports directly to the CMO or CEO or in some cases an executivevice president and its members consist of HR, Legal, Marketing, Sales, Customer Service, etc.However, these organizations are rather far along in the new media adoption cycle. And, it should besaid, that this is only one stage in the maturation of asocial business.For the more evolved and experienced organizations, the Hub and Spoke model scales to whatAltimeter refers to as the “Dandelion” or the multiple Hub and Spoke model. While only 18%businesses are currently structured to support social, we start to see the fluidity of such a schematic.A centralized system allows for effective top-down leadership as well as amplifies the need for harmony and direction. When we combine the two Hub and Spoke models, 60% of participatingorganizations represent the foundation for a majority of social businesses.Centralization is a key theme in the lion share of participating businesses. 28.8% of companiesmanage social media in one department, similar to that of corporate communications. In my work,you’ll see a fusion of the multiple Hub and Spoke archetype combined with this centralizedapproach.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
Altimeter found that almost 11% of organizations are not yet structured around social media.Instead, social is decentralized and this sets the stage for chaos and brand dilution. Of all of the companies interviewed by Altimeter, only 1.4% claim to run social media from a Holisticmethodology.Considering the level of sophistication combined with varying roles of thesocial consumer , perhapsthe framework for the future of business looks a bit like this…
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis

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