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The social enterprise: Building a digitally driven business to gain competitive advantage
Journal of Digital & Social Media Marketing,
1
(1),
6-16
(2013)
Abstract
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.
Keywords: social enterprise; social business; digital business strategy; enterprise-wide engagement; social activation; social innovation
The full article is available to subscribers to the journal.
Author's Biography
Larry Weber is the author of Everywhere: Digital Business Strategy for the Social Media Era and Marketing to the Social Web: How Digital Customer Communities Build Your Business. He is Chairman of W2 Group, a digitally driven group of marketing services companies, and the founder of Weber Shandwick, one of the world’s largest PR firms. Larry is also Chairman of the Massachusetts Innovation & Technology Exchange, the world’s largest interactive advocacy organisation.
