Social Business

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The Sustainable Tactics You Don’t Know, But Should

Businesses looking for sustainable business models need a strategy, but there are plenty of useful tactics available. As part of our series on building abundant enterprises, we look at regenerative marketing and collaborative exchange — just two in a list of 15 possibilities.

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The New Rules For Crisis Management

Digital media have produced an explosion of nontraditional news outlets. When a crisis arises, managers must be aware of media controlled by various stakeholder groups, which may have significant influence on how the crisis evolves. Failure to recognize the power of stakeholder-controlled media has significantly affected the outcomes of past corporate crises. Companies need to know how stakeholders gained this power, how they use it, and what to do about it.

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Adobe Reinvents Its Customer Experience

Developing a successful strategy for managing customer experience and creating a great experience for employees at the same time can be a big headache, especially for large companies. In this interview, Donna Morris, executive vice president of customer and employee experience at Adobe, discusses how the company’s unique approach generates value and goodwill internally and externally. She is interviewed by Gerald C. (Jerry) Kane, associate professor of information systems at the Carroll School of Management at Boston College and guest editor for MIT Sloan Management Review’s Digital Leadership Initiative.

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Customizing Your Social Strategy to the Platform

  • Opinion & Analysis
  • Read Time: 2 min 

Companies that want to draw innovation ideas from social media need customized approaches. An approach that works on Facebook, for example, is different from one that works on LinkedIn. Companies also should emphasize the “social” by helping users create or enhance relationships. Companies that do this often benefit through people’s subsequent engagement with the company’s online innovation activities.

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Finding the Right Role for Social Media in Innovation

Social media provides a game-changing opportunity to support new product development. But taking advantage of the opportunity requires more than just a Facebook presence with a loyal base of “friends.” To use social media for innovation, organizations need clear strategies and objectives. They also should look beyond social media used by the general public to lesser-recognized platforms, such as special user forums or expert blogs, for especially valuable user-generated feedback.

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How Crowdfunding Influences Innovation

Crowdfunding is changing how entrepreneurs bring new products to market. It has allowed thousands of innovating entrepreneurs to raise money, build brand awareness, and join a broader conversation with large numbers of potential backers — all while still in the product development process. But crowdfunding’s potential goes beyond financing and marketing. The people who back projects can also be important sources for product feedback and ideas.

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Crowd-Based Capitalism? Empowering Entrepreneurs in the Sharing Economy

  • Interview
  • Read Time: 12 min 

NYU Stern School of Business professor Arun Sundararajan is excited about the sharing economy. Although the sharing economy presents challenges for both corporations and start-up peer-to-peer marketplaces, Sundararajan sees a host of benefits for what he calls “micro entrepreneurs.” In an interview with MIT Sloan Management Review, Sundararajan discusses the challenges of ensuring success with this alternative business model — and steps companies can take to make sure they’re not left out.

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How to Reconnect for Maximum Impact

Reconnecting with people from previous chapters of one’s life (such as former colleagues, old friends, and other associates) is as valuable, if not more so, than connecting with currently active ties. But some reconnections are more beneficial than others. The challenge: selecting the best ones. The most valuable reconnections often turn out to be people who provide novelty, which can mean reaching out to reconnect with higher-status people or to people you didn’t know very well to begin with.

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Turning Content Viewers Into Subscribers

Content websites can more readily convert site visitors into paying customers by prompting visitors to gradually increase their social engagement with the site — using a concept the authors call the “ladder of participation.” This means thinking strategically about using site engagement to improve conversion. It also means taking an active role in encouraging users to climb the ladder of participation and move quickly up its rungs.

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Balancing Tradeoffs in Social Media

Successful enterprise social media use has less to do with the tools employed than with the climate that a company creates. Cultivating the right climate requires balancing a number of tradeoffs through crafted social media policies, adapting characteristics of existing organizational culture, and having managers model effective social media practices for employees. In part 5 of his 5-part series, Gerald C. Kane offers a perspective on how to balance these tradeoffs and create the right mix for a company and its culture.

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How Transparency Changes Business

The Winter 2016 issue of MIT Sloan Management Review explores how increased transparency — and, in particular, the ready flow of information in a digital world — is changing the environment in which corporations operate. Transparency also is changing the distribution of power between large organizations and those who challenge them. Executives need to anticipate the possibility that any issues related to their company could someday be public knowledge.

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How CEOs Can Leverage Twitter

Rather than waiting for impressions about a company to be driven by others in social media, CEOs of large companies can help shape the conversation by becoming active on Twitter. Journalists often check a CEO’s Twitter account before covering the CEO or the company, and certain types of business-related CEO tweets — including tweets about new management initiatives; strategy and performance; and new products and services — have even correlated with positive movement of company stock prices.

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When Customers Become Fans

Beijing-based smartphone maker Xiaomi Inc. has actively involved enthusiastic customers — known as “Mi Fans” — in both software and hardware development processes. Tech-savvy users test interfaces and products as volunteers, doing much of their communication on the Internet. Customer involvement in the product development life cycle has not only helped Xiaomi reduce R&D costs but also enabled the company to cultivate a sense of participation and pride among lead users.

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Using Social Media in Business Disputes

An emergent defensive strategy is being used by both upstart players facing established competitors and by newcomers (such as Tesla, Airbnb, and Uber) facing government regulators. Called “lawsourcing,” the strategy advances legal and public relations goals through social media campaigns, online petitions, and boycotts to draw attention to disputes. These tactics are often framed in moral and ethical terms, and they are being initiated by even very small players.

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How McDonald’s Cooked Up More Transparency

  • Interview
  • Read Time: 7 min 

The McDonald’s “Our Food. Your Questions.” campaign engaged customers on social media and the web. As manager of brand reputation and public relations for the U.S. McDonald’s Corporation, Lainey Garcia helped put the campaign together. “We had to align those responses across a variety of functions — whether it be legal, supply chain, communications — and really prepare for what we knew consumers were going to ask,” she says. “That was new for many members of our organization, to really understand the nature of social media.”

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Digital Transparency and Permanence

Social media has offered a new means of intra-enterprise communication that has surprising benefits for creativity and innovation. But there are drawbacks as well, mostly relating to issues of transparency and permanence in a digital environment. In part 3 of his 5-part series, Gerald C. Kane offers a perspective on balancing the pros and cons of enterprise social media.

Showing 1-20 of 183