Social Technology is an enabler. It enables <insert said business, brand, product, service> to remain (or in some cases, become) relevant.
Although the fundamentals are the same, the way social technology manifests depends on where your efforts are focused.
For the business – create the right message in the right places that generates the pull that delivers the talent, investors and attention that you need to move the needle. Think: Recruitment. Investors. Media.
Inside the business – facilitate a culture of change that reduces overhead costs, increases employee retention rates and makes business more efficient. Think: Management. Employees. Operations.
Outside the business – consistently deliver relevant moments of truth that make your customers not only fall in love with you, but tell their communities about you. Think: Existing Customers. New Customers.
Roping in Social Technology at the point of purchase can work although I am a fan of leveraging social technology holistically. Taking advantage of its benefits and efficiencies from start to finish. My experience has been that this typically makes for far better and more consistent moments of truth for your customer and by default, your shareholders.
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