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Why social media must be a component of enterprise software

Why social media must be a component of enterprise software

What would you say if I told you that you don’t need a social business strategy in order to gain the most benefit from social media?

Heresy I know, in fact, we often recommend to our clients that they do a social media audit, and then build a strategy on top of knowing where they stand today. In fact, Gartner says that in order for social deployment to succeed “Leaders need to develop a social business strategy that makes sense for the organisation”.

What we now know is that this type of generic strategy approach barely splutters into gear before people lose their enthusiasm and go their separate ways. There are improvements no doubt – generally better planning and better social metrics, certainly better governance and mostly better listening and research, and sometimes better social customer support. But overall it lacks momentum.

Enterprise social media solutions lose momentum

And sometimes various tribes complain that it is too complex and expensive and they drift back to their favourite personal point solutions and native posting etc.

And, perversely, they are right. A market-leading social media management platform is expensive, and if the capabilities are not used then it is extremely expensive compared to point solutions. The lack of momentum is also true, and this happens because of one key missing element: the “WHY?”

At least the CORRECT WHY? And even a good social business strategy which is skilfully aligned with the overall business strategy is not the compelling WHY.

The compelling WHY is Clayton Christensen’s “Jobs to be done”.

The theory is based on the notion that people buy products and services to get a “job” done. The theory goes on to say that by understanding in detail what that “job” is, companies are far more likely to create and market solutions that will win in the marketplace.

While “digital transformation” is peddled by everyone from the back office of computing through to web developers and ATM providers, the real digital transformation is that which applies to helping customers get jobs done.

Casting out trinkets of social engagement doesn’t help

For a brand to help a customer get a job done – in the right place at the right time and with the right emotion – it takes a lot more than casting out a trinket of social engagement.

It takes integration of all data about customer interaction in social into the enterprise technology eco-system.

Assisting a customer to get a job done can only be achieved by a sophisticated enterprise technology ecosystem. Something as simple as effective marketing automation – as part of a marketing cloud – needs to know about interactions with a customer in social media in order to effectively drive the job to be done.

Integrating social into the enterprise eco-system to assist in improving the customer experience by driving the job to be done is complex and challenging. In Australia, this is almost non-existent.

Social must be a component of enterprise “jobs to be done” architecture

Until “digital transformation” matures into a focus on “jobs to be done” then even the most diligent social business strategy will produce negligible results.

These poor results then throw into question the value of the enterprise social media management platform. In truth, the poor results should throw into question the immaturity of the organisation and its inability to grasp the role of the platform as a component of an enterprise architecture built to serve the job to be done.

That’s our challenge for 2019 – transforming the mindset about the role of enterprise social media platforms.

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