The Marketing and Operations Connection
Published January 10, 2011 permalinkOne of the undeniable transformations occurring due to the increased use of social technology is the connection between marketing and operations--between what is promised and what is delivered.
This connection has been a mainstay of my view of the social web--whether deployed as a participative platform in business--for example, the use of a Facebook business page--or as core technology--a customer support community or the adoption of Socialtext, for example, as an enterprise platform for collaboration.
Looking forward to 2011, expect to see a lot more businesses adopting a combination of the following:
1. The use of the social web as an outreach channel that leverages traditional marketing efforts;
2. The adoption of collaborative workspace tools that connect employees, customers and business partners to effectively shorten the innovation cycle, tying IT firmly into the social movement;
3. The promulgation of social media use policies for employees both inside and outside the workplace, bringing along HR and Legal as the implementations of social technology truly permeate the "whole business."
