The Social Business Life Cycle | Smart Business, Social Business
Michael Brito considers himself a student of the social business, community building and customer advocacy.
This is a work in progress. I am still not sure if “Social Business Life Cycle” is the right word. I was also thinking about calling it the “Social Business Adoption Life Cycle” but I am not sure. I would love your feedback on how I can improve this so that it makes more sense.
The point I am trying to make with this model is that there is a chronological approach that has forced the evolution of social business. It started with the growing influence of the social customer. The immediate response to the social customer is what is referred to as the social brand (i.e. brands/companies and organizations engaging with the social customer on the social web). Today, the social brand is causing a multitude of challenges internally (i.e. no governance and policies, employees running wild in social media, social media ownership issues, etc.) for many organizations and they are now trying to operationalize social media internally.
This model represents most companies today.
I argue in my book that an organization must first focus internally and get their “internal houses” in order so that any and all external engagements with the social customer are more meaningful, actionable and more effective.