This is no longer about adding social to business, this is about adding business to social!
Business is changing and changing fast. I genuinely don't think that we have grasped how the social media will move from a radical shift in marketing techniques to a radical shift in business models.
Up to now the social has been in essence about breaking down the walls between the marketplace and the business. It has been mainly about communication and if you like social marketing or digital marketing, whichever phrase you prefer!
But for me that is the tip of the iceberg.
Social business is not about CSR or about society and business coming together....
Social business will be about the merging of the consumer with the producer...the merging of the service provider and the buyer.....just think of what is happening
- The customer is merging with research and development....such as Dell's Ideastorm
- The customer is merging with legal departments through for instance crowdsourcing the detection of breaching patents
- The customer is merging with customer service to answer issues and problems in forums etc
- The customer will soon be able to produce the item themselves through 3D printing - listen to The Engaging Brand podcast in Creating the future of the past
This is no longer about adding social to business, this is about merging and rethinking business models.
Are you thinking about adding social to business, or more importantly adding business to social?