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Michael Brenner is senior director of global marketing for SAP. He is also author of the B2B Marketing Insider blog and cofounder of social news site Business 2 Community. Michael is a DZone MVB and is not an employee of DZone and has posted 99 posts at DZone. You can read more from them at their website. View Full User Profile

Social Business and the Next Generation

01.08.2013
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The social revolution has officially arrived at most corporate headquarters.

Your company has Facebook and Twitter accounts, you’re schmoozing on LinkedIn, and your marketing department is uploading compelling content to your YouTube channel.

These practices, however, are de rigueur in the age of social media. If you want to stay competitive, you have to become a true Social Business.

That means leveraging your social networking channels to learn about and cater to the needs of a new breed of customer – the Net Generation.

First, let’s consider what defines a Social Enterprise. According to a recent paper by the Tapscott Group (and sponsored by SAP) social businesses need to:

  1. Align employee social networking with business objectives
  2. Use social media as a platform for co-creation and collaboration
  3. Treat transparency as a top priority
  4. Enable real-time collaboration both within the enterprise and outside with customers and partners
  5. Listen to customers and take action based on their opinions and needs


I think the last point is clearly the most important. As the next generation of business leaders, buyers and customers evolve, a social business will be mostly defined by its ability to be responsive to customer demands.

Today’s “digital natives” are well-informed consumers who can cut through the noise that plagues us all in this age of data explosion.

They subject products to intense scrutiny and research, deftly scouring customer reviews and ratings. They’re not afraid to share their opinions, and they expect to be taken seriously when they have a grievance.

Pithy, informative Facebook posts about your latest and greatest product won’t cut it in this kind of climate. Only businesses that can respond quickly and accurately to this “next generation” can expect to reap the rewards of social media.

Social networking in a corporate environment should now be a listening exercise rather than a post-a-day marathon. Gather information about what your customers are saying so you can accurately gauge sentiment and make the necessary interventions. This generation expects a dialogue, not a lecture.

Simply put, what you have to say to this emerging generation is less important than what their peers have to say. Your customers don’t care what a press release says about a product – they only care what other customers say about your product.

What’s more, marketers can respond to customers in real time and use social media as an advantage – to converse, respond and iterate.

The possibilities for success as a Social Business are endless – as long as you listen to what your customer are saying.

Republished with permission from B2B Marketing Insider .

Published at DZone with permission of Michael Brenner, author and DZone MVB.

(Note: Opinions expressed in this article and its replies are the opinions of their respective authors and not those of DZone, Inc.)

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