Social media, social networking or the social web, along with companies that deliver all things ‘social’, are dominating discussions about the internet, advertising and communication in business as well as personal life. This appears to be an unstoppable bandwagon that all organisations must leap on before they are left behind; but is it that simple? The social network landscape is packed with choices and pitfalls for the unwary, so a careful, well thought out and appropriately nuanced response is required.
The case for business transformation
There is no point making changes just for their own sake, but in challenging markets and uncertain economic conditions, where competitive threats can emerge from anywhere and established markets can disappear almost overnight, businesses need to be able to be flexible and prepared. For many, this will mean embarking on a significant transformation as they try to become more agile, efficient and effective.