Business Networks Management Meets Social Networks

Octavio Pitaluga

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10 reasons to have a corporate social network

Some companies still ask themselves why they should have a social networking strategy. Other organizations, already more mature in this process, question themselves about the validity of having their own corporate social networking. Based on our own experience, we firmly belive that it´s worthwhile due to the following reasons listed below:

1. Branding valuation:
did you know that each member of a social networki adds about  U$ 80-U $ 100  to the brand value? What worths more, a company which brings only a "bunch of data" or a company that organized and took care of each of its relationships in a clear and transparent way in a corporate social network?

2. Relationships Organization: generally, contacts with different types of stakeholders are kept in databasis but, they are not organized in groups and segmented in order to build long term relationships.  The same is true to all contacts of all employees that there are spread among various social networks.

3. Knowledge sharing: social networking is one of the most democratic ways of facilitating knowledge sharing, either by posting articles, photos, videos, wikis or by acting as a simple repository of several files as text editors, spreadsheets, presentations, etc...

4. New leadership identification: aiming to strengthen group activity, it is paramount to nominate a team of group leaders. This leadership must be naturally stimulated. The company will be able to observe styles and attitudes of each professional and reward them fairly whenever they create real value.

5. Transparent relationship: by the time the company organizes all its takeholders, starting by its internal collaborators, clients, suppliers in several specific groups, it opens a very strong and positive relationship channel with all of them creating the possibility that each stakeholder bring their respective relationships t the same business environment.

6. Active & identified communication: a empresa passa a oferecer a todos um ambiente no qual a comunicação possa fluir ativamente nas duas mãos de forma transparente e identificada. Sabemos com quem, sobre o que estamos falando e quais são os resultados concretos, pois a própria plataforma documenta toda essa troca de idéias.

7. Market test: ao invés de se gastar uma fortuna com pesquisa de mercado, que tal ter a sua própria amostragem qualificada, fazer um teste in-house e com um resultado bem mais confiável em tempo real?

8. Stakeholders loyalty: reconhecemos que existe um desafio a ser vencido na medida em que a empresa estará se expondo mais. Entretanto, ao encarar e resolver os problemas de frente e encontrando soluções inteligentes e criativas envolvendo cada um dos stakeholders especificamente, a empresa consolidará sua marca perante o mercado e passará atrair para si as melhores oportunidades além de fidelizar todos os stakeholders e fazer com que eles mesmos tragam novos negócios para a organização.

9. Central, global & local management: com o tempo, a rede social evoluirá para o ponto central de relacionamento entre todos, com diversos módulos como gateway de pagamento, webconference, soluções móveis, CRM, reduzindo tremendamente os custos operacionais de prospecção de novos negócios e permitindo um alcance global pela própria presença na Internet ao mesmo tempo em que reforça sua presença local.

10. Lock-in effect: considering that (a) in general, people are fairly resistent to changes and that (b) everyone of us compete for time and attention of decision makers,  the one, who better involve and seduce them, will have conditions to create a a lock-in effect making competititors´action tremendously difficult. “The winner takes it all.”

It is worthy to note that before thinking of implementing a corporate social network, it´s is important to define and clearly prepare the CNO – Chief Networking Officer and the Business Networks Management (BNM) team.

Is your company ready for this challenge? And what if your competitor is?

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CNO - Chief Networking Officer of TEN - TOP EXECUTIVES NET

Business networks manager, certified international business coach, public speaker and trainer. The most connected South American professional in the main online social and business networks.

He defined the CNO - Chief Networking Officer responsibilities on Wikipedia. In the corporate world, I have worked for Tele2 Europe as Marketing and Sales Director of its electronic transactions processing subsidiary, 3C Communications, responsible for operations in up to 17 countries and four business units in Western Europe. I also worked for Seara Alimentos (Cargill Group now) and Kanematsu do Brasil Ltda. I possess an MBA degree from RSM Erasmus University, The Netherlands and post-graduation studies in International Business for UFRJ/ECEX. My academic background and professional experience relates to sciences, international business and marketing of technology with relevant international business exposure in more than 25 countries.

Languages skills: Portuguese, English, Spanish and Japanese (intermediate).

Hobbies: Friends, family, travelling, horses, multi-cultural issues, movies, dancing and out-door activities in general.