I realize this is early 2012, a time when users are empowered to share in real time what’s going on in their lives, in business, and in culture. There is no doubt that we’re in a world where social business is now more important than ever. Being online is so vital to partake in conversations that are happening about you, near you, and for you.

However, there seems to be a lag in social business behaviour. There is still a control C, control V approach when it comes to social business. Content is created, deployed and it seems the opportunity halts there. More times than not, (good) content is underutilized and relationships established are not reaching maximum potential. It is time to innovate how businesses communicate & more importantly how to harness that energy and deliver content that is of value…

You: are thinking, how do I validate this? Metrics? I’ve got those.

I: am saying yes, but, the purpose of those metrics is not to focus entirely on the numbers (though they are important) but to create metrics that incentivize behaviours through measurement.
You: think I might be on to something.
I: am not kidding, because I am.

We need to make a case for the web.

The possibilities that the web brings for business is not all about broadcasting deals in a one-way communication stream. Good business never has been about that.  Imagine someone wearing your company brand colours shouting out deals day in and day out, would you do that offline? Would it be effective? The evolution of relationship nurturing is what’s sustainable. Social business means to put something out there that will generate conversation, because when people choose to converse, they deem it a valuable use of their time. In those moments of opportunity, engage back! I always find myself pleasantly surprised time and time again when I tweet at someone that writes backs, it verifies that I was heard & understood. Your audience is your best marketing tool because they are organic, they are real, and they don’t stop. There is a need and a market for businesses to execute innovatively online. And by innovation, I mean beyond control C and control V functions. If we can roll out innovation, the metrics will come & so will the incentivized behaviours, which are by far more contagious and organic. Think about your own behaviours as a consumer. What would give you incentive to do something? Why would you do it? How can those answers start to inform the way social business is conducted? 

It’s all about bringing economic value by way of digital efforts, be socially available.