Building the case for social media, part 3

Here’s part 3…

As I introduced at the beginning of this post, using social media to react is just the beginning. But at some point it takes a shift to not only react, but also lead. Demonstrating the value of social media is our mission in 2011. In 2012, proving the value of the insights learned from customers and prospects in social channels will help connect disparate business units and functions into one connected and adaptive company.

This is about taking the perpetual switching of social media from on and off to on again and evolving campaigns to that of continuum engagement. A connected customer is always on and as such, an adaptive business must do just that, remain nimble.

Your task is not easy. The case must be made to leadership that there are material benefits in embracing change. To help, I’ve assembled three videos produced by Salesforce featuring my dear friend Dr. Natalie Petouhoff. In each of the three videos, you’ll learn how to build the business case, how to calculate ROI and how to make the cause for an adaptive business.

Here’s the final installment on how to make the cause for an adaptive business…

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