The Social Business Methodology – Keep It Simple

Architecting Better Data-driven Digital Experiences

The Social Business Methodology – Keep It Simple

David Armano recently posted a nice concise summary of the paths organizations need to take in order to scale their social engagement from experiment to success.

The top path is business planning – setting objectives and expected outcomes and defining the resources and structures that will make these objectives happen.

The middle path is strategy – not network/channel strategies (i.e. “our Facebook” strategy) but business strategies (i.e. our “customer loyalty strategy”). Social channels/networks are means to fulfilling the strategy.

The bottom path is piloting the strategic activities that have been defined to meet the business objectives – the pilot being a way to evaluate and refine the plan and the strategy.

This deliberate approach to developing social business will certainly benefit the organizations that follow these paths. My small contribution to this model is the suggestion that in the strategy and pilot paths, there is a simple methodology that works for any strategic objective – be it crisis response, marketing, communications, service or anything else.

Strategy and practice requires evaluation of past efforts, it requires assessment of the environment, it requires planning based on this evaluation and assessment and it requires execution, which is then evaluated and the process is repeated.

The methodology is simple -there is no need to become wrapped up in complicated methodologies when a clean one exists. The opportunity to gain strategic advantage from social engagement resides not in the methodology itself, but rather in the skills of those conducting it, and in the quality and flow of information from stage to stage.