Communication in the digital economy has been transformed by social platforms and technology that assist to accelerate the way business occurs and empower the customer to educate themselves prior to interacting with a brand.
The socially savvy public administrator is the most effective voice in shaping the perception surrounding their organization. Whether focused on internal audiences like executives and employees or external audiences such as customers, partners, shareholders and the general public, the social public administrator is the most effective communicator of the organizational narrative.
The social enterprise is a reality. Sales leadership needs to align social selling with emerging best practices and the overall social strategy across the organization. Collaboration with marketing is essential to accelerate content creation, formalize and test tactics and amplify core product/service/brand messaging.
Start-ups, mid-sized firms and enterprises have not yet fully embraced social business. Some firms are piloting social activation programs or attempting to integrate social strategy into the broader digital transformation, while others are simply waiting to discover what market leaders and fast followers do.