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Social Business

Shifting from measuring sentiment to influencing perceptions

The business potential of social technologies is real. But that potential lies in moving from measuring volume and monitoring sentiment to influencing perception—and helping customers become advocates for marketing, for sales enablement, and for servicing.

Social activation is based on the new recommendation economy — where customers have tuned out traditional advertising, seeking instead the recommendations of peers. We have seen the rise of informed, passionate audiences who are actively sharing what they are interested in, buying, and using—in their own words, to their own networks. The power of social activation is when others are advocating your message in their own words to their network.

In today’s recommendation economy, educating and empowering your audience can lead to impactful, long-lasting results. Social is neither a passive distraction nor a dangling modifier. It can drive real business performance through measurable, sustainable results. But it requires a shift in mindset—with a focus on perception, engagement, and activation.

Watch video

Dave Hanley, principal, Deloitte Consulting LLP, offers his perspective on the evolution of social networking to social activation, and offers a recent example of the importance of social activation to a global religious organization.

Insights from Deloitte

Read the latest insights on Social Business in CIO Journal
Published by The Wall Street Journal, CIO Journal offers a premium news and information service for chief information officers and senior business executives interested in technology.

More Featured insights

  • Tech Trends 2014: Social activation
    The power of social activation is unleashed when others advocate an organization’s message in their own words to their network.
  • Moving beyond marketing: Generating social business value across the enterprise
    The 2014 MIT Sloan Management Review and Deloitte social business study reveals three drivers of social business maturity—and a strong connection between social business maturity and social’s value to the enterprise.
  • Unleashing the power of social activation
    Learn why companies should shift the focus of social engagement from counting “likes” to actively changing perceptions and promoting advocacy.
  • From invisible to visible to measurable
    Social media can help companies open communication channels up, down, and across the enterprise to gain data-driven insights and improve business outcomes.
  • Driving social business transformation
    Redesigning business processes in ways that harness the power of social tools requires the leadership and technological expertise that CIOs are especially qualified to provide. Read the CIO Journal article from The Wall Street Journal.

Managing strategy through to implementation in Social Business is tricky. Deloitte takes a business-led, technology-enabled approach to help clients jump-start their social strategies with broad solutions. Our suite of Social Business services includes:

  • Holistic Social Business Strategy. Developing a results-centric and business-led approach that takes into account the entire organization.
  • Enterprise Collaboration & Development. Provide systems and software to help improve teamwork, innovation and information sharing.
  • Social Media & Commerce. Develop a more integrated and strategic approach to marketing, public relations, customer relationship management, analytics and operations to help improve the bottom line.
  • Social Monitoring & Analytics. Track and listen to online conversations about brands, products and services to improve engagement, decision-making and future market strategy development.
  • Social Business Governance & Risk Management. Identify and develop business processes to help mitigate threats and risks across an organization that traditional policies and security may not address in the constantly evolving world of social media.


Dig deeper

  • Social business
    Learn more about the offering.
  • CIO Agenda
    Access innovative thinking and practical advice.
  • Technology
    Learn more about the practice.
  • Digital Enterprise
    Learn more about the offering.

More Watch, listen, learn

  • Social activation: From measuring sentiment to influencing perceptions
    Watch the Dbriefs webcast replay.
  • Making social business work in organizations
    Watch the video.
  • Dbriefs webcasts for technology executives
    Stay ahead of the technology curve.

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