{"id":2708,"date":"2011-03-04T23:01:03","date_gmt":"2011-03-04T23:01:03","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=2708"},"modified":"2011-03-04T23:01:03","modified_gmt":"2011-03-04T23:01:03","slug":"social-media-and-the-need-for-new-business-models","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/03\/social-media-and-the-need-for-new-business-models\/","title":{"rendered":"Social Media and the Need for New Business Models"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Who owns social media? Is it marketing, customer service, public relations?<\/p>\n

Looking at a recent study<\/a> conducted by the Pivot<\/a> Conference, the top four departments where social media is currently run are as follows:<\/p>\n

1. Marketing
\n2. Public Relations
\n3. Sales
\n4. Customer Service<\/p>\n

Perhaps, it\u2019s the wrong question to ask however. It\u2019s not unlike asking who owns email. But, here\u2019s another question and as we think about it, let\u2019s broaden our perspective as the answer may not appear immediately.<\/p>\n

Who owns the customer relationship?<\/p>\n

The short answer is everyone.<\/p>\n

If that is the case, then examining how social media is run today is not at all how businesses should think about it tomorrow. A not so long answer to the original question is \u201cany person or department affected by outside activity where public interaction impacts decisions.\u201d<\/p>\n

Businesses tend to have a single or narrow view of the customer and as we\u2019re learning, they\u2019re connecting with one another and sharing experiences that transform their roles from prospect to advocate to adversary to influencer and everything in between.<\/p>\n

Social media is not about conversations on Twitter and Facebook nor check-ins on Foursquare or Places, or flipped videos on YouTube. It\u2019s about using this opportunity to build bridges to a new genre of customers and the people who influence their decisions. Our mission now is to pave paths to future relevance. The reality is that we are as much competing for the future as we are for the moment. And as a result, we are perpetually competing for relevance<\/a>.<\/p>\n

We can blame it on process, hierarchy, ignorance, lack of budget and anything and everything standing in our way. Or, we can own the acts of socializing the company using social media as a banner for customer centricity across the organization. Maybe we could all follow the advice from my dear friend Hugh MacLeod (@GapingVoid<\/a>) and create our own #Evilplan<\/a> for change. Then grab a pair of self-sharpening industrial scissors and run through the hallways to begin the long and arduous process of cutting red tape to free people to collaborate internally and externally.<\/p>\n

\"\" \"\"<\/p>\n

Someone has to do it.<\/p>\n

Without you, even though we\u2019re operating with the best of intentions in social media, we are still operating from silos. The customer however, does not see silos, they sees the company as one. It\u2019s time for an integrated<\/a> approach to create an adaptive business, a collaborative business, an aspirational business\u2026.a business of one.<\/p>\n

Brian Solis<\/p>\n

Connect with Brian Solis<\/a> on Twitter<\/a>, LinkedIn<\/a>, Facebook<\/a><\/p>\n

\"\"<\/a>
\n___
\nIf you\u2019re looking for a way to FIND answers in social media, consider Engage!<\/em><\/a><\/strong>: It will help<\/strong>\u2026<\/p>\n

\"\"
\n___
\nGet The Conversation Prism<\/a><\/em>:<\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Who owns social media? Is it marketing, customer service, public relations? Looking at a recent study conducted by the Pivot Conference, the top four departments where social media is currently run are as follows: 1. Marketing 2. Public Relations 3. Sales 4. Customer Service Perhaps, it\u2019s the wrong question to ask however. It\u2019s not unlike … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,964],"tags":[985,32,1112,44,160,30],"class_list":["post-2708","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-briansolis","tag-customer-service","tag-marketing","tag-new-business-models","tag-pr","tag-sales","tag-social-media"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2708","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=2708"}],"version-history":[{"count":4,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2708\/revisions"}],"predecessor-version":[{"id":2712,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2708\/revisions\/2712"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=2708"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=2708"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=2708"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}