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.
Delivering business transformation
Some might think it involves handing a seemingly unending flow of budget resources to a burgeoning team of external consultants for nebulous results, and past experience of business process engineering specialists might justify this thinking, but it isn't necessarily right. External specialists might be engaged, but the appetite for change must come from within. To be credible, real business transformation must enable a tangible, non-incremental jump in business capabilities, so that an entire operation is working smarter - stretching imaginations, not resources.