When I talk about the idea of the social or adaptive business, it is to the extent that social media impacts the entire organization. Responding to problems is only once facet of listening and engaging. The intelligence rife within the always-on focus group yields insights that can inspire new products, services, and improvements across the entire organization. For example, Dell monitors keyword clouds to see if certain negative words represent emerging trouble spots. If a hardware or software issue gains momentum, the company can hone in on the root cause and issue a fix before the problem reaches a boiling point. Diffusing the problem before it’s everyone’s problem greatly diminished the likelihood of earning attention from influencers, bloggers, and press.
... Gone are the days of operating in a vacuum.
Before we can collaborate externally, we have to collaborate within. This is also about efficiency and cooperation where it hasn’t really existed before. We are now creating feedback loops wherever touchpoints and intelligence are active and brewing.
Great summary by Brian Solis, why we need to be in Social Business today listening and responding!