Build Your Social Presence

Campaign centric communities are not the focus of a social business program. If you find yourself thinking "campaign", you are either heading for social media based marketing or traditional/ digital marketing that is made to "look like" social media. Beware: The focus of social business distinct from social media marketing is around the application of the Social Web to business in ways that are driven fundamentally through organic versus paid process and which are intended to benefit your business generally versus sell products specifically.

Organic communities and Social Web activities built around a business are designed to exist independently of direct spending in marketing, with the possible caveat of initial seeding. They are intended to inform the business, to connect it to its audience, and to encourage collaboration between customers and employees toward the objective of improving the business, and to sustain this over time for the purpose of driving superior business results. It is equally likely that the software and related infrastructure expenses of a social business program will be paid for through Operations or IT as through Marketing.