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Winning in social: A blueprint for progressing enterprise social maturity
In 2019, enterprise use of social media is past its experimental stage and increasingly focused on effective and efficient execution. Most enterprises possess social programmes that have evolved organically, and are thus fragmented, creating brand and operational risk. From this fragmented base, developing business maturity in social becomes exponentially challenging — as adaptations to organisation, technology infrastructure and operating models are needed to make progress. Enterprises need to define a common set of challenges for ‘next step’ maturation, and a core set of principles to guide and enhance their evolving approach to social media. This paper discusses this evolution, along with the associated challenges and principles.
The full article is available to institutions that have subscribed to the journal.
Chris Thomas is Social Optimisation Lead for Sage Group PLC, where he develops and implements integrated strategy, analytics and insight programmes that transform revenue growth, brand impact and customer experience. His experience spans the full paid-earned-shared-owned media mix. For both Sage and other large global enterprises, he has developed methodologies and models to realise the previously untapped insight and activation value of social media.