Social Media will Disrupt every Function in your Company

We are at an interesting inflection point with Social Media today. One that threatens to disrupt and reinvent every function in your company over the next few years.

Social Media already has changed Marketing forever. You can’t attend a conference or read a blog post without hearing about the latest in this field. Marketing is still playing catch up and will be for a while since we are still at the very early stages of the Social Media game. What makes this different from the adoption of the Web or CRM is that Social Media is changing so much more than those technologies ever did. This makes it harder to keep up.

Social Media is having a big impact on Customer Service as evidenced by all the issues our teams are handling each week for Avaya. We see between 1000-2500 mentions of Avaya each week alone and engage with dozens of customers in any given week. This is very different than even 6 months ago.

Product companies will have a strong social approach to product development using Social Media. Pure Service companies will work with virtual teams to source and deliver work from far flung parts of the world. Finance teams will be getting tweets on billing and finance issues directly from the socialsphere rather than from the traditional channels. Recruiters are clearly already using Social Networks like LinkedIn as their first source of candidates. HR is checking the background of those new hires on Social Networks looking to see what this new hire is all about. IT was already on the scene with Web 2.0 technologies when Social Media hit. And Legal has been working and reworking policies on Social to adapt to the changes. And finally, Learning and Development teams will be harnessing social tools internally to train and enable everyone from new hires to sales teams and beyond.

If you think Social Media is just for marketing – think again. Social is impacting and beginning its reinvention of every area within your company. The question is – are you helping do your share to educate them?

13 comments to Social Media will Disrupt every Function in your Company

  • Mary Ann Johnson

    Social media is changing the way we market and communicate with our consumers. It's an essential part of a company's day to day activities according to this article: Most companies have jumped on the social media bandwagon. The rest have yet to make a switch

  • Paul Dunay

    @ Mary Ann – agreed – and thanks for sharing your link

  • Ido Ariel

    Hi Paul,

    I came across your interview in eMarketer.The future of social shopping is already here. Here is a social wish list using facebook connect –

    We are already providing "Friends also liked" type recommendations for customers who deploy our personalization and social application together.

    In any case great article, will be interesting to see how quick are consumers to take advantage of their social graph out side of Facebook.


  • Paul Dunay

    @ Ido – great point and great use of Facebook with the best demographic (the youth)

    it will be interesting to see how they adopt FB Connect – would imagine it would be hot with the youth market

  • Christian

    This is a really good point! It's a communication tool, not just marketing. I use Facebook to communicate with my team on occasion. Just like email used to be weird, now it's mandatory form of communicating. We can already see this evolution taking place. it's good to be aware of it, instead of be passive. Rock on!

  • Paul Dunay

    @ Christian – yes rock on and be proactive with Social Media in your organization

  • Apryl Parcher

    Hi Paul:

    A great piece! Since everyone is new in the game, it's going to be interesting to see how things shake out over the next 5 years or so.

    How important do you think certification will be down the road to those of us who coach businesses in the art of using social media? Although I'm a marketing copywriter, I'm receiving certification as a social media strategist through the International Social Media Association (ISMA). Would love your thoughts.

  • Yann Gourvennec

    Cannot but agree more with you on this. PR are the first ones feeling the blow. HR too, this has already happened (even though they might not all be aware yet). Marketing per se has already been transfigured outside the Web. New trends in Marketing (since the early 1990's) are however reinforced and made more visible through social media revolution. Social media will soon be so pervasive we won't even notice it anymore, it will be part of our normal lives if isn't yet the case.

  • Paul Dunay

    @ Apryl – sounds good to me – I think anything you can do to differentiate yourself from others in the SM space will be good for you

    all the best

  • Paul Dunay

    @ Yann – glad you agree – it still makes me think we will need more training within each of our organizations on how best to use Social to transform – we will need to get that collective knowledge up!

  • jamie

    Hi Paul,

    I'm co-chairing a conference on social connectivity for the Northeast Human Resources Association. The other group impacted are HR professionals who need to play catch up (and wake up) to how social media and connectivity is going to impact our organizations. Do you have any leads on articles, speakers, organizations who are making strides in this area in terms of making social connectivity (and I'm not just talking about the obvious like Facebook, LinkedIn and Twitter) work in their organizations. Many in the corporate/HR world are turning a blind eye to this wave.

  • Paul Dunay

    @ Jamie – the best person I know as a speaker for this topic would be Penelope Trunk –

  • Great post! Social media is impacting much more than the four p’s of marketing. Individuals who master the dynamics of creating, monitoring, and sustaining a solid social graph will be much more effective indeed.

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