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  • Being Business Social

    Posted by Jacqui Rand August 20, 2018 - Category: News/Updates - 140 views - 0 comments - 0 likes - #social media  #community  #social 

    There are new ways of having a conversation in your personal life and this is inextricably creeping into your professional life.  Just ask your team a few questions to see this trend in action.

    • How many of you use social platforms for personal use – FB, Instagram, snapchat, etc?
    • Who would make calls to arrange a pub get together with a group of, let’s say, 10 mates?
    • Who would arrange that pub meeting via email?
    • Who would use a social WhatsApp group or social platform?
    • Who would use a social platform for having those business conversations?

    The trend is inevitable and obvious, with more than 2 billion people online on social platforms daily there is an undeniable force that is becoming equally pervasive in the working environment.

    This explains why companies like Slack, Microsoft with Teams, Facebook with Work Place and many others are rushing to market with offerings to soak up this opportunity.  However, the working environment is fundamentally different as there is a different core element or persona – and that is the “Company” not just the individual.  This has largely been ignored.

    Most community platforms have been designed for internal use, focusing on creating collaboration between co-workers and employees but what happens when you need to move outside your corporate boundaries and start to build B2B relationships?  It is at this point that the “company” profile becomes essential as B2B relationships go beyond that of the individuals.

    The Company profile, in most solutions today, is an afterthought rather than a key component and part of the social workflow and interaction – being able to make connections, post, like, comment, update and blog as a Company is the new way to drive your social business engagements and build a corporate social presence.  

    The business mantra that reflects this is B2B and more recently P2P (partner-to-partner).  B2B clearly defines a business that “sells to another business” and P2P is the bringing together of more than one type of supplier to “partner-to-partner” or take combined solutions to market.   In both these scenarios there is a vital need for businesses to engage with other businesses as suppliers, consultants, advisors and trading partners.  And the key tenant here is that it is the businesses, not the individuals, who are doing business. 

    So, when evaluating how to build corporate social capital and a community or social dialogue in a professional environment, look at solutions that haven’t been bent to fit from the consumer world.  The new breed of social B2B platforms will emerge as leaders in their industries or sectors as they are answering the need for businesses to do business with one another in a more structured way that recognises “the Company” and use community tools to facilitate that.


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