It seems that the internet bore out the basic human need for social interaction quite early in its evolution. Chat rooms attached to internet portals sprung up to satisfy the natural inclination of humans to share. So if sharing is a natural human attribute, and companies are mere collections of humans, it stands to reason that a natural progression of an organization is to become ‘social.’ Collectively. And there is much to be said from a brand perspective on the topic of being a social business.

Is being social is business really such a cultural stretch? We submit that yes, it is! Although psychological and social research has been a component of marketing and advertising forever, true social interaction, or engagement, is a relatively new phenomenon. Social media provides the means with which businesses carry on natural conversations, even dialogue, with the masses. A whole universe of target markets is open to the potential!

We’ve run across several variations on this theme: ‘Being on social media does not a social business make.’ True! So what is the secret sauce to the social business?

This week we explore how a social culture fosters innovation in communication – and enables creative ways to tell stories, build trust and engender loyalty.

Q1) Can a social business culture just emerge from the prevalence of social media in society? Why or why not?

Q2) How do companies create and promote a social business culture between their staff and customers?

Q3) In promoting a social culture in business, is a push or pull strategy best?

Q4) At what level in the organization do we initiate a social business culture? Do C-level leaders HAVE TO support it?

Q5) What are realistic objectives for building a social business culture in a company?

Q6) What are some barriers to building and empowering a social business culture?

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