Social Business: What is it?

Welcome to the inaugural post on Return On Now. I’ll start out by focusing on high-level vision commentary for now, but you’ll see me delve much deeper into a wide range of topics in the coming weeks and months. But first, what exactly is this blog all about? I’m glad you asked…

We’ve all heard the abundant hype about social media and how 2010 is when it will truly reach critical mass. One thing is clear…it provides a platform where your voice can not only be heard, but amplified and passed along. While this is a huge benefit of using social networking sites, it also provides quite a challenge in attempting to measure the impact of conversations to which you are not privy.

So you measure the impact, not just the interactions.

Keep in mind that sites like Twitter, Wikipedia, Facebook, foursquare/gowalla, and LinkedIn are all just tools that can be employed for purely social means, and most of them can be used to make business connections. The savvy business owner understands that this is just another communications channel, albeit one that is evolving before our very eyes. They also realize that the game is changing with respect to traditional media, and the world won’t be looking back.

Social Business is what we must all be moving toward as we plan for the future. It is about integrating all channels of communication from mass to social media in ways that make sense, and in a mix that is optimized to the business itself, its customers, and the budget available. It includes making support resources conveniently available through some social means. Open conversations can serve a massively beneficial purpose for businesses who choose to engage with customers directly on what to offer in their products.  And online promotions via social networking sites have already proven to be effective in many instances.

This is an exciting time, and I’m here to make sense of it. Come along with me for the ride…