Realising the value of any business initiative – especially when it involves some form of transformation or change management – can take months or even years. In fact, the benefits of some changes can continue to accrue for decades. Little wonder then, that business is taking time to bring its social media / social business programs to account. After all, it’s not just about allowing Facebook access through the firewall and launching a new Fan Page.
For business to generate value from their investments in social initiatives, integrated programs need to be rolled out across five dimensions:
- Goals – it’s essential for your program to set goals. These goals will, over time, become more refined, but even ad hoc programs should establish clear parameters
- Commitment – understanding how your teams will use social media helps determine the level of resourcing, governance and support that will be needed. Essentially, you need to determine your organisation’s accepted level of commitment
- Ability – how will social be deployed within your organisation and by whom? What level of training and best practice sharing will be put in place? How will you formalise this?
- Measurement – are you achieving your goals? Are you failing? And are you even measuring the right things?
- Scalability – who’s job is social? Thinking through this question will help you confront the challenges of scaling social within your business.
To understand the way that organisational maturity can be built over time, I created this social business maturity model. But when it was first developed back in 2011, there was a paucity of data available on the impact of social business. This is now beginning to change.
The Sloan Review/Deloitte’s findings from their 2014 global study on social business reveals that as social business matures, value begins to build across the enterprise – not just within the marketing and sales divisions. Almost 60% of B2B companies are finding that social business initiatives are “positively impacting business outcomes”. And that central to the realisation of business value is the support of the C-suite.
Those experienced in the world of change management will know the importance of “top down” support. And social business transformation is no different.
Read the full report here – and then roll up your sleeves. With only 51% of business sitting in the early stages of the maturity model, there’s plenty of opportunity to grow and create value.