Technology & InternetThe Second Phase of Social Business Evolution

Dear, Darwin. It's just what you predicted.


While the rate of social media evolution might have given even the man himself palpitations, its rapid development is on our side. We just need to employ (quite literally) the right methods. 

Step 1: Get your business online.

The first step in social business evolution was to recognize the importance of social media engagement. While some companies are still behind in utilizing the effects of maintaining community conversations or tapping into the branding opportunities of online networks, a large number of businesses have finally acknowledged, “We must engage in order to succeed.”

Yet, as more companies find the means to expand their social media exposure, the more we have come to find just how important it is for multiple layers of the company to be involved.

That’s right. The leaders in the social business community no longer advise us to just, “Get online.” Social media strategists, online marketers, business developers and those who have seen the largest strides in social media engagement, now recognize the need for company employees to share their voices.

Step 2: Employees, step inside the ring.  

The best advocates of your business are going to be the ones who understand it – and rely on its success.

Companies of all sizes represent an organization of multiple parts. Your financial advisors have different responsibilities than your social media team, your human resources department, and your CEO. While the CEO may be the one calling the shots - and the social media strategists the ones to manipulate social networks - it is the combination of voices that creates the type of dialogue consumers of today want to hear.

We want the inside scoop. We want genuine expertise. And we want the marketing intern to be as accessible as the founder. We not only want these things; we expect them.

Just take it from these guys.

Michael Brenner, Senior Director of Integrated Marketing and Content Strategy, SAP: “The next issue that cannot be underestimated is of employee engagement. If a business does not have passionate, engaged employees, it will never reach its social business potential.” (Read more.)

Dion Hinchcliffe, Chief Strategy Officer, Dachis Group: “Although it’s now largely appreciated that community managers form the operational and strategic backbone of social media-powered business environments and processes, they are just one set of a company’s stakeholders which must be well-connected in an integral fashion in the social business.” (Read more.)

Charlene Li, Founder, Altimeter Group: “It’s one thing to have a Facebook or Twitter presence run by a small social media team in your organization. It’s a totally different ball game that truly social businesses are playing when thousands of employees are connected externally as well as internally.” (Read more.)

Employee advocates are the next generation.

The activity of employee advocates makes all the difference in social business. As we get ready to enter 2013, think about the ways that your company can maximize its social media presence. Does this involve hyperactivity of the organization? Finding the right employees to hold relevant conversations? Locating networks to share specialized expertise?

Start training your employees to interact with relevant communities and to become your brand advocates. Teach them to embrace their passions – and how to turn these passions into engaging stories.

But first, lead by example.



Note: You can start here, where employees’ articles are represented as a sum of a business’ knowledge.  Ex. exploreB2B company profile


ProfErin NelsonexploreB2B GmbHCommunication & Marketing Manager


Brian BrownBrian BrownThe backbone of evolution is technology.

Yes, the initial step is to broadcast socially and by advances in technology today, social media networks are capable of starting to be recognized by all virtual users from basic advertisments. Besides from the clear circumstances of using the advanced technology as a resource given today, by turning to advertising with the world wide web that can be accessed any due to mobile phone features. Companies can start from a ground basis of bringing technology into an operation by switching old methods of broadcasting and communicating to social medias or updated materials. By new improvements that'll consist of a new team or advanced employees that are familiar with the latest technology that has to offer. For me, I believe if technology or the impact on technical sciences wasn't so clear for the public to comply with than the time era of evolution wouldn't be realistic to many.

Erin  NelsonErin Nelson

Hi Brian,

Thanks for your comment. I agree that the accessibility, intuitive nature and timing of social media (as well as the technological services that accompany it) make this a revolutionary development for companies (and individuals).

We've indeed moved away from the traditional "slogan" nature of marketing and towards an informative, entertaining and engaging way of connecting with current and potential clients/buyers.

Yet, while many people have embraced this movement, I still see it as the job of the C-level executives to educate their employees on how to tell their brand stories - and utilize these methods themselves.

Thanks again for your input.


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