How Ready Is Your Business for the Social Age?
Ted Coiné and Mark Babbitt 270007H56F firstname.lastname@example.org | | Tags:  ted-at-ibm change a_world_gone_social social_business social-age ted_coine ted@ibm social_age social-business tedatibm mark_babbitt ted-ibm social ted
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“Change happens as the result of insurmountable market pressure.”
- The Law of Change,
Ted Coiné and Mark Babbitt,
A World Gone Social
You may be feeling that pressure now, for good reason:
The Social Age.
And you’re not alone. Wherever we turn, we’re met with the long faces of business leaders who initially bet against social – or got social wrong – and have just begun to see the negative impact on their organization, culture, employees – even leaders.
Social is here to stay. In fact, despite many predictions of its early demise, social is gaining the momentum of that asteroid that may have killed off the dinosaurs 65 million years ago. And yet even the best of us have still not grasped the monumental impact social will have on business for years to come.
We do, however, understand the real key to success in the Social Age:
More Social. Less Media.
True: the marketing types saw the potential of social before anyone else. They know, as do we, that social will remain a game-changing force in the marketing arena for the foreseeable future. But there’s more. A lot more.
Social isn’t just media. Social – along with the natural outcomes of active listening: collaboration and engagement – has started a brand new age in business: an age that was a long time coming because too many organizations stubbornly clung to Industrial Age management, production and hiring practices.
The hierarchy. The bureaucracy. The narrowly-focused departments and their “that isn’t our job” mentality. The carefully orchestrated spin from PR and overly-cautious doctrine from Legal. Add to that the most ridiculous relic from days gone by – the desire for all-knowing bosses to exert and maintain control – and one thing becomes clear:
The old-school management types are dinosaurs, doomed to extinction.
Welcome to the Social Age.
In A World Gone Social: How Companies Must Adapt to Survive, we explore the fascinating stories of success and failure at organizations including Barilla, Zappos, Bank of America, Lululemon, Abercrombie & Fitch, Southwest Airlines and more. We analyze real-world scenarios so companies are poised to thrive in a business climate in which customers hold all the cards. We take a look at a world where job seekers have the power to easily find out what working at your company is really like. And we examine a market where expertise and influence have become more democratic than ever.
We talk about the importance of building small, nimble teams that quickly innovate, meet challenges, and seize new market opportunities. We discuss how to build a socially-aware team that puts the customer experience first. And we enable leaders to tap into the collective genius all around them by creating an "OPEN" circle of partners, collaborators and brand champions.
Most important, we discuss how business must be done in the Social Age. Either by today’s incumbent leaders, or surely by those who will replace them.
Join the Social Age Conversation
We are grateful that the IBM Social Business Team has chosen to extend this timely conversation by making A World Gone Social their September book selection for their Summer Reading Club. And we, both IBM and your authors, want you to get involved. We want you to lead your team – whether it’s six or 600,000 – successfully into the next era of business by embracing the Social Age.
Here are four ways you can join the conversation:
We look forward to engaging throughout September, and beyond, as we take on the challenges and opportunities that can only be found … in a world gone social.