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As Ive written before , social media tools on their own are unlikely to yield any business advantages. Instead, social media tools allow employees, managers, and customers to communicate and collaborate in novel ways, creating opportunities to do business differently. A fundamental shift in communication is possible because social media allows previously disconnected people to combine and exchange knowledge in novel ways, especially between customers and employees. For example, KLM realized that their existing accounts could be used as a virtual lost and found, helping passengers who had left valuable items on board but were unable to retrieve them because they had passed through security. By using social media to connect customers on one side of security with employees on the other, lost items can be returned to customers with relative ease.
Management's vision for how these novel applications can improve business outcomes is critical to encouraging employees to seek out and implement these more novel applications. However, leaders may not know in advance exactly what changes social will bring about. Notably, KLM only started using social media for this purpose once the Job Function Email List account was active, despite the company having a long history of innovative use of social media. It suggests that leaders may not recognize exactly which new applications may be valuable at the outset in order to have a vision for the transformative potential of social enterprises. A Latin adage captures this leadership challenge: , or it can be solved on foot.
Tags Collaborative Leadership Vision More like this Marketing Organizations Designed to Fit Your Company’s Growth Stage Most Popular Articles of the Year (So Far) MIT Connect Reinventing Procurement: From Cost Center to Innovation Driver How to Leverage the Talent Market Wisely You must be logged in to leave a comment. First time here? Sign up for a free account: comment on articles and access more articles. Comment by Cheryl Burgess Hi Jerry, Thanks for a great article! The path to social enterprise depends on social executives who empower their employees to become brand advocates and brand.
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