In the coming months and years we will hear a lot more about “social business” and what it means for your organisation. There will be infographics, presentations, blog posts, tips, tricks and links galore. Those who have been working in social media – say, as consultants – will begin to transform themselves into social business practitioners, just like many of us from the “dot com” boom transitioned from web to marketing.

Over time we will also wrestle with the “place” for social media. Each line of business will claim ownership – as will your advertising, media, PR and creative agencies. But like all things business, ultimate responsibility lies within your organisation – and arm’s length social media will become more difficult to manage as it scales beyond your borders.

David Armano has been at the forefront of social media’s integration with business over the last five or six years. And as EVP of Global Innovation and Integration with Edelman Digital, he has access to big brands with big challenges. This deck on Social Business Planning is a great starting point – especially as a credentials deck for Edelman Digital.

Social Business Planning

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But there is still a lot of focus on the marketing/branding side of business. That is understandable given both Edelman’s history and the strong adoption of social media pioneered by marketers the world over – but as I have suggested many times – social brands follow the lead of the social business. And in most cases the heavy lifting of the social-focused innovator – what I call the digital flaneur – is (or should be) focused internally. On enablement. Transformation. Getting. Shit. Done.

Your job is to drive that innovation. Enable it in your teams. Encourage it in your management. Take a critical eye to the slides in this deck and apply it to your business. Use your business nous. Use what you know about the workings, machinations, politics, processes and directions of your organisation and build a small plan. Own it. Change what you can. Discover collaborators. Find the way to make it work.

All the rest is just window dressing.