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.
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.
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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: