Social Business by Design: Transformative Social Media Strategies for the Connected Company

Author:Dion Hinchcliffe & Peter Kim & Jeff Dachis [Hinchcliffe, Dion & Kim, Peter & Dachis, Jeff]
Language: eng
Format: epub
Tags: General, Computers, Business Communication, Business & Economics, Industries, Web, E-Commerce, Internet Marketing, Retailing, User Generated Content, Social Networking
ISBN: 9781118273210
Publisher: Jossey-Bass
Published: 2012-05-01T07:04:20+00:00

Naturally a good portion of social business involves general-purpose conversation and collaboration that isn't tied directly to a particular business process. In fact, three primary types of social business activity exist: ad hoc, process oriented, and content oriented (see Figure 10.1).

Figure 10.1 Three Major Types of Social Business Activity: Ad Hoc, Process Oriented, and Content Oriented

These activities, which we address in detail in later chapters, give insight as to what B2B activities may best be addressed by tenet 10. Ad hoc activities consist of unplanned or informal communication and work and in a B2B setting may be simple social interactions between two companies as they seek high-level information or get to know one another. These are less likely to benefit from a focus on tenet 10. However, more process-oriented, and to a lesser extent content-oriented, social business activities are ideal for deeper integration into the flow of work. Many organizations keep their systems of record (IT systems that do the heavy lifting when it comes to record keeping and transactions) separate from their systems of engagement, which include e-mail, phones, and social media. Owens & Minor's overhaul of its B2B supply chain to a more social model demonstrates clearly that when organization brings both systems of record and systems of engagement together in the full context of the work process, improved results are more likely by making work processes and flows of information more open, shared, and participative.

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