Medical Branding & Marketing Blog

Lessons for Modern Business Leaders from "Social Business by Design" 0

Posted in the Category 'Social Business'

Ashley Libby
Brand & Marketing Strategist | Principal & Founder, The Anca Group


This August, I had the pleasure of reading and reviewing the new book, SOCIAL BUSINESS BY DESIGN: TRANSFORMATIVE STRATEGIES FOR THE CONNECTED COMPANY by Dion Hinchcliffe and Peter Kim of the Dachis Group, for the new WOMMA (Word of Mouth Marketing Association) Book Club.

For the modern business leader looking to take advantage of the talent and knowledge of the world at large, to get the most from his or her organization, and to innovate, there are great lessons to be learned from the Hinchcliffe's and Kim's "Ten Tenets of Social Business" and the stories they tell of corporations practicing and experiencing great success with social business. 

Here are my two main takeaways from the book:

TAKEAWAY #1: People are inherently social and therefore, have the makeup to work in a social manner. Businesses have traditionally conducted business in a closed fashion, but business is becoming more social as customers demand it, as tools become more abundant and accessible, and as other organizations have seen and continue to see great success in conducting business in a social way. Even still, social business requires deep change for many, if not most, organizations. Developing a social business will be a process for these organizations, requiring the right players with the right mindset, tools, and resources. Like anything else in business, deep understanding of business and customer needs, an ability to align people toward a common purpose or goal, well-crafted social business strategies and plans, and a desire to learn and improve are the keys to success.

TAKEAWAY #2: Change, particularly when it involves giving up control, can be difficult for people and organizations. There are many, many potential benefits of giving up that control and opening up businesses to be conducted in a social manner, from marketing, community-powered workforces, and product development to social CRM, business partner engagement, and workforce engagement. Businesses should understand what measures they seek to gain, what needs they hope to meet, or what problems they must solve as a starting point for social business. As social business grows, evolves, and spreads through organizations, those organizations must share best practices and create efficiencies, while allowing for customization based on needs, behaviors, and characteristics of unique communities within the greater organization. 

What are your thoughts on social business? What benefits and challenges do you see? 



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