A social organization is one that is able to bring together all the talents, interests, experience, insights, knowledge of their people in ways that are independent of the vertical top to bottom hierarchy or end to end process orientation to create sustained value.
One important distinction in his definition is “sustained value.” Mark goes on to make the point that any company can be successful at implementing social media internally to tackle a problem, launch a product, etc. A true social organization is one that can consistently use social technologies, mass collaboration and defined processes time and time again to fully evolve the business – marketing, PR, operations, supply chain, human resources, support, etc. I happen to agree.
Mark’s co-author of the book, Anthony Bradley, asks an excellent question, “How do you use social media to identify, catalyze, empower, and derive value from a community and their mass collaboration? How do you, as a leader and manager, help your organization build a competency in using social media to foster productive collaboration—with your customers, your clients, your employees, and others along your value chain?
These are certainly excellent points that every business, large and small, must consider in order to stay competitive in today’s marketplace. A social organization, social business or social enterprise – whatever you want to call it – is an evolution that needs to happen today. A good place to start is by reading their book.
Enjoy the video.