2013: The Year Of Digital Business

While Social Business continued to evolve in 2012, 2013 will see the emergence of digital business as a new strategic theme for many firms. What's driving this shift and what does it mean for CIOs, CEOs, and chief digital officers?
 
The Communications Evolution
 
Communications continue to evolve. Consider how humans have transformed communications over the centuries: signal fires; semaphore; Morse code; the telegraph; the telephone; telex; fax; email; SMS; Facebook; and Twitter. I have no doubt that this evolution will continue in 2013 and beyond. Perhaps beyond 2013 we will eventually achieve the ability to communicate our thoughts directly — whether we’ll want to is a different question. As people the world over learn to use new social networking tools, they drop older tools that are no longer useful to them. Regardless of where you are in your personal communications evolution, the undeniable truth is that over the past decade we have significantly changed how people communicate; we are no longer dependent upon email. But social tools and 24/7 mobile access have not removed the complexity or decreased the volume of information we must process. Time remains our most precious resource and we’ll always seek ways to use it more effectively — but social tools are not necessarily the silver bullet we might think. In 2013 we need to rethink business processes to take this new communications paradigm into account.
 
The Social Business Evolution
 
Read more

Which Social Metrics Have Value?

For social media evangelists, the question on everyone's mind is this: "How do we effectively measure the business value of social initiatives?" 
 
Even when we get close, there's always that pesky issue of causation vs. correlation — can we really prove causation even for examples with high correlation between social initiatives and business outcomes? (Read Freakonomics, or watch the documentary, for insights into the challenges of causation vs. correlation.) 

Every day there is a plethora of "social media experts" offering advice on how to win using social media (and nearly all of it is posted on social media). In just a single edition of SocialBizBuzz on Dec 5 21012, you could read: Alistair Rennie from IBM writing in The Huffington Post on the differences between social media and social business; Francis Gouillart writing in the HBR Blog Network on the value of co-creating through social; and Mashable's Todd Wasserman opining on how most social media marketing is a waste of time

The wonderful parody of social media expertise produced by The Onion (see video) hits the nail on the head ... without real metrics how can anyone claim social initiatives deliver value?
  
 
Read more