Social media and the big company, part 1

March 13 2009, 7:48pm

In larger companies, there's a lot of hand-wringing and worry about monetizing social media. How do we generate ROI from getting involved with blogging, online communities or Twittering?That's one approach, and it can be fraught with internal battles over legal matters, positioning, PR and brand identity.An easier path is to think less about social media as a sales and marketing function, and consider it more of a function of operations. Customer service and support is a natural pathway to introducing social media to a large organization. At most, that means transitioning already trained support people into using a different set of tools.Just the idea that your company is represented in social media forums is a word-of-mouth-worthy. The work they'll do in solving the problems of those influential one-percenters who are heavy social media users will go a long way to helping you understand what to do next.

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