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The social enterprise: Building a digitally driven business to gain competitive advantage
Since the millennium, social media have grown from a teenage fad to an essential business platform. Social media have permeated enterprises, transforming the ways they engage with customers, partners, employees and other key stakeholders. Today, businesses that execute a digitally driven business strategy enjoy a significant competitive advantage in the marketplace. This paper provides a framework for businesses to create a digital strategy and develop an enterprise-wide engagement capability. It then uses specific examples drawn from a variety of industries to illustrate how marketing, customer service, product development and human resources can harness social platforms to build deeper customer relationships, innovate new products and services, and attract and retain talent.
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Larry Weber is the founder, chairman and chief executive officer (CEO) of communications agency Racepoint Global. He also founded Weber Shandwick, one of the world’s leading global communications and marketing services firms; and the Massachusetts Innovation and Technology Exchange (MITX), the world’s largest internet marketing association. He is widely regarded for his forward-thinking insights on the seismic shifts technology has had on business and marketing. He has authored six books covering disruptive forces such as the internet, digital technologies, and the new business imperative of social purpose, offering marketing strategies that drive deeper customer engagement.