Enterprise 2.0, meet Social Media Monitoring

I am a huge believer in the potential of Enterprise 2.0, the set of Web 2.0 tools targeted for use inside the organization. Others have delivered excellent examples and descriptions of Enterprise 2.0 and how it can bring value to an organization (Andrew McAfee, Chris Brogan, & Scott Gavin, among others) . Unfortunately the vendors that are developing and delivering these tools have not yet discovered the secret sauce that has customers beating down their doors. The typical IT shop has not yet “seen” the ROI. The typical business user doesn’t even know these tools are available.

The problem is that no one gets passionate over platforms (i.e.tools). If I want to build a new house, I don’t really care that Senco has just released the world’s coolest nail-gun. I want to see the blueprint, something that shows me what I am going to get. It is very hard for a business client to see how end-user publishing, tagging and social bookmarking leads to an improved bottom line. Enterprise 2.0 currently represents potential, not fulfillment.

Enterprise 2.0, let me introduce you to Social Media Monitoring.

Social Media Monitoring is another business service that has yet to break through; a lot of potential, but you don’t hear about it too often on the Nightly Business Report. It is a little known secret that there are over 125 pure-play companies globally in this market segment, just ask Nathan Gilliatt, he specializes in tracking it. They all have amazing potential to generate detailed content about your company and your brand. The problem is that even though they deal with social media daily, most of them haven’t embraced the underlying theme of social media, that being, information wants to be shared. A typical Social Media Monitoring report is a PDF file. How 1.0 is that?!? Yes, many of them do provide nice dashboards with nice graphics, but it is still delivered to the client on a limited per seat license. This information enters the organization through a very small pinhole, gets used once for a specific tactical project, and then is buried in a file somewhere.

If we can get the Enterprise 2.0 platform builders together with the Social Media Monitoring content providers, we can deliver something that customers will finally sit up and take notice of. Just imagine a daily dose of customer insight embedded directly into your collaboration tools. An organization’s ability to innovate will accelerate, their ability to respond to market changes will be unprecedented, their understanding of their customer will move to another level. These are the things that grab attention, these are the things that businesses need to address.

One easy example is Customer Service 2.0. Consider a world where a customer with an issue merely has to post their problem on their own blog or any discussion forum and the company will find it and resolve it. You will have removed the burden from the customer of figuring out HOW to complain. Sounds a lot like Doc Searls VRM project to me. And this is just one example. What other opportunities can you think of?

What’s Next?

I have discussed this idea with vendors on both sides of the equation, and they both agree, this type of partnership between content and platform could be the thing that moves the 2.0 evolution beyond Silicon Valley and into mainstream business practice.

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20 Responses

  1. I like it Lee. There does seem to be a disconect at the moment. However, what about looking internally, assessing the value of the tools you have already. Keywords , stats, groups, interactions, reach etc… It’s kind of already being done but under different names but often not with the Social Media slant.

  2. What I really connected with in this post is the sense of talking about a nailgun versus an amazing house. It’s all in the experience. You’ve got that right. How will all this change a business? How will we trim fat off the budget, remove barriers, and deliver faster ROI? That’s what they’ll ask. How does this unseat the stuff I already bothered spending money implementing?

    Great post. Has me thinking even more than normal. Is that even possible? : )

  3. Hey Lee, It was great speaking with you about these ideas. I think you are on the right path and an increasing number of corporations are ready for this. The benefits are there for a company that is ready & willing to watch/listen, and participate widely, but there are still many who are approaching participation in social media one function at a time (i.e. starting with PR, then marketing, product management, and then customer service, typically). Customer service 2.0 is a great thing for both consumers and corporations and the first movers will certainly benefit disproportionately.

  4. I reckon this is a great way to help business people to get their collective heads around what is happening. Much better than trying to get the CEO to blog!

  5. You’re right on, Lee. Just about every day I hear objections (or more correctly “people being cautious”) about using social media externally. The whole “wild, wild west” fear.

    And while that can still happen internally, the risk is easier to mitigate. So something is wrong. Perhaps you’ve nailed what it is…

    ~Jim

  6. Bang on, Lee. And frankly, the “ROi” (little “i” cuz it’s not expensive), should be cool, too.

    Check out these reports. http://tinyurl.com/2v7pwq

    I mean, can you imagine being at the helm of the Starship Enterprise 2.0?

  7. Good to see you continuing to evangelize the benefits of social media monitoring. And really interesting thoughts on the distribution/access to the insights. And I’m glad you didn’t use the phrase “information wants to be free!” 😉 Perhaps I can bounce some of our current ideas off you sometime…

  8. […] post by Lee White:  https://insideconversation.wordpress.com/2008/03/23/enterprise-20-meet-social-media-monitoring/ If we can get the Enterprise 2.0 platform builders together with the Social Media Monitoring […]

  9. […] the term VRM misleading? I just read Lee White’s post, Enterprise 2.0, meet Social Media Monitoring, and it made me think. Lee wrote: “Consider a world where a customer with an issue merely has […]

  10. “A typical Social Media Monitoring report is a PDF file. How 1.0 is that?!? Yes, many of them do provide nice dashboards with nice graphics, but it is still delivered to the client on a limited per seat license. This information enters the organization through a very small pinhole, gets used once for a specific tactical project, and then is buried in a file somewhere.”
    This is a good point. Here at ASOMO we believe that one size does definitely not fit all. That’s why we provide a flexible and interactive social media insight deliverable that can be filtered to provide insight to marketing, PR-comms, customer service, quality, product/service development, stakeholder relations etc. All of this available online. We also do PDF reports adding Information Broker insight to graphics taken from the deliverable. This is why our client engagements last for years as opposed to months in most cases.

  11. As a traditional Media Monitoring service ( http://www.magnoliaclips.com )covering the Newsprint, Television, Radio, Internet, we have found that our clients are starting to want to listen to what is being said on the web by bloggers and other various Outlets like twitter, myspace, and facebook. Political, PR, & Marketing all want to know what is being said about them. The goal is to transform data into information, and information into insight, no matter what medium that is. The next step is to analyze that data and put it into a format that can be used. a format that can be understood, a format that can be leveraged for consumer benefit.

    A large market exists for the Social Media Monitoring platform, Perhaps Social Media Monitoring companies should partner with traditional media monitoring companies that already have a client base.

    Newspaper clipping services have been around for about 150 years, grown into monitoring Radio, Then Television, then the Internet, and now Social Media. They want the same thing but from now different sources.
    Dred Porter

  12. Hi Lee,

    We’ve developed Social Radar, a real-time Social Media Monitoring system that aggregates millions of feeds and blogs all over the internet and serves this data in an easy-to-use control panel to measure the chatter of public opinion, pinpoint key influencers, and monitor social trends. Social Radar may be exactly what you are looking for.

    Feel free to email me any questions and I’d be happy to talk to you about it. Our website has more information.
    http://www.infegy.com/socialradar

  13. […] Enterprise 2.0, meet Social Media Monitoring […]

  14. Some excellent points here; I think this is where it needs to go.

    Another key point of pain though is that almost every single of the 40+ services for monitoring require human intervention as well. This presents scaling issues.

    Something we’re addressing with MediaBadger; but a point of pain we found from speaking with clients.

  15. Hi Lee. Your absolutely right – business is waking up to the transformative impacts that a hyper-empowered, hyper-connected and hyper-informed social mediascape is having on many aspects of the way they operate.

    We all agree this is exciting. This is an opportunity for every company to do things better than before. We as corporations can all be less evil and even be more profitable than before.

    But some things have to change, and some of those changes may cause pain and opposition from some inefficient parts of your company that are now under threat. This is a good thing.

    Ive written a blog post in response to your article called Enterprise Social Media Intelligence – I hope this is of interest.

    Cheers

    Nick Holmes a Court
    CEO, BuzzNumbers

  16. […] Quint does or subscribe to the RSS feed. Thanks for visiting!A while back I wrote a post about how organizations should use social media monitoring content to feed its internal conversations. Let’s call that “outside-in”, or bringing […]

  17. “Just imagine a daily dose of customer insight embedded directly into your collaboration tools. An organization’s ability to innovate will accelerate, their ability to respond to market changes will be unprecedented, their understanding of their customer will move to another level”

    Those were pretty much our thoughts when we started developing our collaboration tool, Lumo Flow. In addition to embedding media tracking within a project workspace, we also automatically link syndicated content from the web with internal content. When linking is based on contextuality, it provides an easy access to relevant information at the right time.

    Imagine assigning a task to a team member, who immediately gets access to relevant content sources that can be in help in completing the task.

    Just to add to your otherwise great post.

  18. I really like looking through a post that can make men and women think. Also, many thanks for allowing for me to comment!

  19. Spot on with this write-up, I honestly believe that this website needs much more attention. I’ll probably be returning to see more, thanks for the info!

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