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Social networking integrated into enterprise



The marketing and sales functions are not just impacted by the social media but the business relevance in itself is being impacted by the evolution of social networking technology and it's integration into the enterprise.

The two capabilities that every organisation has to be invested are-

  • Communication and interaction - Business users need ways to communicate, interact and share opinions. 

  • Relationship management - B2B or B2C, the relationships need to be captured and be visible to the enterprise functions that it makes the interaction stronger or weaker. Let me bring out a most interesting and visible relationship management, Whatsapp lead product manager was always available on Whatsapp and actively listened to each new feature request and bug proposals.


I've read quite a few articles around enterprise social management and how businesses are adopting in setting up social collaboration on their corporate network for their employees to use - but I really wonder if its bearing fruit until and unless, the entire stream of integrations are bolted together.

Like, I'd even known an organisation who wanted to move completely away from email and make all the conversations on internal social fabric based on hashtags and mentions - in a way creating the knowledge repository and living to their organisation value of open communication.

I feel, the evolution of social integration has to be done in stages but at a faster rate so that the engagement and interest is kept alive, else folks would just walk away. 

Step 1:  Set up a networking capability to enable people to create profiles, activity streams, connects, groups and ensure, its mobile enabled. 

Step 2: Inject interesting outside elements - This might sound weird where an activity on Twitter is interesting to the daily work in your organisation. Having an API that injects those objects into the activity stream of your organisation adds immense value. This brings about contextual collaboration, information reuse and discovery.

Step 3: Export social objects using RSS feeds, JSON, widgets etc. into a contextual collaboration enabling feeds and tags which take the social CRM to the next level. For e.g.  a group on social media with top 100+ influencers; it would be good idea to export new product feature snapshots, beta versions to get a first hand view on experiences and feedbacks. This also helps in MVP agenda of the company as well.

Step 4: Make sense of all the information around. Run analytics to determine the social graph and keep the connections updated, and filter the much needed information in place. This also brings about the improved relevance of social profiles and accessible information.

Step 5: Converge all these into a platform. Build these features into foundation services into a platform. This would lower the cost in deploying and managing these applications.

These stages can provide business value but it calls for staggered investment and a keen interest and business motive to pursue it. IT leaders can take the tactual decision and invest in stages as per the business needs. 
Nitin Keshav

Nitin Keshav

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