Social Business: What Are Companies Really Doing?

Social business is still just getting started. But its value is clearly emerging for marketing, innovation, operations and leadership.

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Preface



Key Findings

  • 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



Introduction



The Growing Importance of Social Business

  • The Challenge of Social Business



Who Values Social Business Today May Surprise You

  • Opposite Ends of the Spectrum
  • Industry Spotlight: Media and Tech
  • The View from the C-Level



Where’s the Business Value? (Not Just in Marketing)

  • Marketing (example: McDonald’s)
  • Innovation (example: Lego Group)
  • Operations (examples: Nationwide, Capital One, Almond Board of California)
  • Leadership (examples: Luminoso, Cara Group)



Connecting Leadership and Culture

  • Vision and Strong Management Support
  • Sharing Knowledge
  • Other Requirements



Putting Social Business into Action

  • Start with a Long-term Vision
  • Assess Where You Are Today
  • Support Adoption
  • Measure Results, Not Adoption



Summary



About the Research



The Survey Questions and Responses



Acknowledgments and Interviewees

AUTHORS

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.

Contributors

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.

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1 Comment On: Social Business: What Are Companies Really Doing?

  • El blog de la consultora de comunicación Best Relations. | February 13, 2014

    […] Institute of Technology Sloan Management Review (MIT SMR) y la consultora Deloitte lo definieron en una de las investigaciones más serias sobre este concepto como “una actividad que usa los medios sociales, el software […]

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