In the last two classes we discussed how social media will change the corporate culture. Of course the issue of reverse causality is nagging–it is perhaps the more open corporations that adopt social media better! But I sidestep it for the time being in this post.
Altimeter has released a new report on social media budget allocation. A critical finding is–
Novice programs must focus on getting their internal teams in order; Intermediate programs must scale customer-facing initiatives; and Advanced programs must integrate social business throughout the enterprise.
This is a nice roadmap for the organizational change! It is important to note that rather than focusing on setting up Facebook pages, Twitter accounts, blogs, creating widgets, making smartphone apps, etc., novice programs should first hire and train the staff to manage social media. The shift in the corporate culture will be visible for the advanced programs.
The great news for my students is that corporates are gearing up hiring of staff to manage social media!