As with all relationships, social connections require nurturing to develop mutual rapport.

Successful social business programs focus on developing the social media skill set and judgment of their employees.

Firms generally fall into one of two camps as it relates to their social business hiring:

1. The firm leverages an existing employee who raised her or his hand to own the social business program and/or has demonstrated a strong interest in and aptitude for social media, or
2. The organization hires a social media leader to drive the social business program.

Digitally-focused firms that pivot to address their talent deficiencies will be better positioned to meet customer needs, drive employee engagement and advocacy and maintain customer loyalty.