For those of us who lived through the web evolution remember the disruption on business status quo quite well…
5 Stages of Web Development
- Websites and Webmasters – tactical and basic
- Web Groups – tactical and advanced
- Web Strategy – Strategic and Advanced
- Web Functional – Every Dept. and Application had a web function
- Business Strategy – Web no longer became an issue, everything was web enabled – assumed
In Social Business, we are seeing the same thing….
- Social Media Presence on Public Social Networking Sites and Social Media Managers – Assumed
- Social Media Groups – Maturing – Team to manage the social function
- Social Strategy – Evolving – Strategic and Coordinated Across Enterprise
- Social Function – Emerging
- Business Strategy – TBD – social becomes part of the enterprise DNA
If social business strategies and functions are still evolving yet, that means that there doesn’t currently exist an industry standard for developing a social business structure. This translates into a greater risk either of failure or inability to justify investment; inconsistent performance; or a lack of measurability. In short, business impact will be continue to be ad hoc until a standardized set of industry methodologies emerge. Mature organizations need risk management and defined ROI for major investments which will drive the development.
