Social business is still just getting started. But its value is clearly emerging for marketing, innovation, operations and leadership.
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- Social Business Matters Today — and Will Matter Even More Tomorrow
- Some Leaders Are Enthusiastic, but Lack Metrics to Prove Value
- Size Matters
- Media and Tech Are Leading the Way
- The Challenge of Social Business
- Opposite Ends of the Spectrum
- Industry Spotlight: Media and Tech
- The View from the C-Level
- Marketing (example: McDonald’s)
- Innovation (example: Lego Group)
- Operations (examples: Nationwide, Capital One, Almond Board of California)
- Leadership (examples: Luminoso, Cara Group)
- Vision and Strong Management Support
- Sharing Knowledge
- Other Requirements
- Start with a Long-term Vision
- Assess Where You Are Today
- Support Adoption
- Measure Results, Not Adoption
David Kiron is the executive editor of Innovation Hubs at MIT Sloan Management Review, which brings ideas from the world of thinkers to the executives and managers who use them. Doug Palmer is a principal at Deloitte Consulting LLP and leader of Deloitte's Social Business practice. Anh Nguyen Phillips is a senior manager within Deloitte's U.S. Strategy, Brand & Innovation group, where she leads strategic thought leadership initiatives. Nina Kruschwitz is an editor and the special projects manager at MIT Sloan Management Review, where she coordinates the publication's Innovation Hub activities.
Natasha Buckley, Senior Manager, Deloitte Services LP Jonathan Copulsky, Principal, Deloitte Consulting LLP Alex Dea, Business Technology Analyst, Deloitte Consulting LLP Deb Gallagher, Director, Marketing & Operations, MIT Sloan Management Review Martha E.