For a lot of business, 2011 was the year of “finding itself” in its attempt to bring itself online in the social media era. From a business and revenue perspective, many businesses learned a lot of lessons – sometimes the hard way – about how social media and online communities work.
But now that we are heading into 2012, attention is turning away from building a team, and towards putting those teams to work and coming up with a plan that scales, makes sense and ultimately is good for business. In the other words, internal changes can better integrate social media into companies’ marketing mix, even integrating social media into overall business processes is a challenge for many companies.
In the below graphic, by David Armano, EVP of Edelman Digital, we can see how the planning will take place.
In addition, marketers, who are often having led the way in social media usage must work with other teams and senior executives to bring about change within the company to integrate social throughout the organization.
However, you will be surprised when you look at this chart from eMarketer – more than half of the organizations surveyed said they were either doing nothing or just getting into social media.
From the survey, there are Only 16% said it was fully integrated, where others go? What’s everyone waiting for? Well, eMarketer has the answer to that question, too.
I can’t think out what kinds of companies wouldn’t benefit from social media, and wondering how come they are still not sold on the value of social media marketing?
As companies and marketers continue to make structural, cultural and personal changes in response to its growing importance, social media will become a greater part of the organization, encouraging integration among other aspects of the business process.
Ultimately it will all come down to developing the social business side of a company. There is no single road to success when it comes to this, since every company is different, their internal structures have different requirements and functions, so it takes time to develop and carry out.
Remember that social business isn’t designated to a single department within a company. Rather, it is far-reaching and requires the involvement of people both in the C-Suite and on the ground.
2012 is the year when talk turns into action, teams formed to develop plans and strategy really get to work.