Toll Free: 1-877-695-7388

GTA: (647) 699-2838

Search Engine People
  • SEO
  • SEM
  • CRO
  • Display
  • Blog
  • Why Us
  • Contact
  • Join Our Team
  • Get A Quote

Toll Free: 1-877-695-7388

GTA: (647) 699-2838

Key Factors In The 5 Stages Of Social Business Engagement

Kristy Bolsinger | January 12th, 2011
Tweet29
Share12
Share
Pin
41 Shares

As with any fundamental shift in the manner of communication a brand utilizes, the transition from exploratory to eventual social media enlightenment is a process of adoption. Not completely unlike that a new product in the marketplace goes through.

Initially there are a brazen few, or in the case of companies beginning their journey into social media, typically an individual that gets excited about the new opportunity. They get their organization involved generally in their own silo. They champion this new medium to those around them that they can get to listen. And so begins The Journey.

As the organization's presence in social media changes so does their organizational structure. I believe Jackie Huba's recent post and illustration of the Social Engagement Journey is representative of the tectonic experience organizations find themselves in throughout this process.

social engagement journey stages 1-4

Having been involved in this process a few times I've noted some commonalities.

FACTORS IN THE STAGES OF THE SOCIAL PROCESS

It takes an usher. A passionate one.

Someone in the organization has to be the catalyst. They have to be the one to get excited and light the fire. But that's just the beginning. Along the way as the internal movement picks up steam others have to come on board. But there always needs to be an usher, someone to move it forward and grow.

It takes data, and not just data, but numbers that show benefit to the business.

As much as many focus mainly on the "conversation" and "engagement" and "the new frontier" what it really all boils down to is business. Of course all of those elements are still important but we're all still responsible to report to investors, stock holders, employees, customers, vendors, and all other share holders that have an investment. Engagement, the conversation and the new frontier are no less important, but we cannot forget about the bottom line.

In order to get your business invested in a new idea you HAVE to be able to show how it will benefit the business. This benefit can be different for each organization. Sometimes it means meaningful product feedback, sometimes it means reduced cost and improved customer service scores and sometimes if you're really lucky it means increased revenue through sales. Whatever it means to your business, have a plan and expected outcomes. Fortify this plan along the way with data you are collecting. You can only advocate for things you can back and prove!

It takes a champion from above.

Every single person within an organization has the ability, right and some might even argue, the responsibility, to champion a good idea that they believe can transform their business in a positive fashion. At some point however the idea will need a champion from the upper echelon of the company. It will take this high level support to reach the full potential of the organization. In the Ants Eye View model, this would be levels 4 and 5.

Stage 5 is the most intriguing of the model in my mind. Some of the business outcomes are inspiring yes?

Stage 5 of the Social Engagement Journey

I urge you to take a look at this model and figure out where you and your organization stand. What do you need to do to get to the next level - and what are the benefits awaiting you!

In full disclosure, I've recently joined the Ants Eye View team. That said, I am writing about the topic purely because I find it awesome, and not because the team behind it will soon be signing my paychecks. Girl Scout promise.

Tweet29
Share12
Share
Pin
41 Shares
Posted in Social Media MarketingTagged Business, process, Social Media

About the Author: Kristy Bolsinger

Kristy Bolsinger is a Senior Associate at PwC in Seattle, WA. She has previously worked at Ant's Eye View (acquired by PwC in 2012), and RealNetworks (GameHouse). Prior to her time at RealNetworks, and Ant's Eye View - Kristy was working as a Social Media Marketing Consultant and completing her MBA at Willamette University. She maintains a social media blog and can also be found on Twitter, Facebook and LinkedIn.

Social Media Blog

2 thoughts on “Key Factors In The 5 Stages Of Social Business Engagement”

  1. mark rushworth says:
    January 12, 2011 at 6:31 am

    great post but i think that that people still think of social media as a broadcast channel. i keep trying to get clients to engage in active conversations and to respond to brand mentions (good or bad) but they still keep broadcasting product offers to a ‘room’ where noones listening … sigh!
    .-= mark rushworth recently posted: SEO Inspiration for 2011 from 2010 =-.

    1. Kristy says:
      January 12, 2011 at 10:58 am

      Hi Mark – Unfortunately you’re right. It often takes constant championing to win them over. But once you do it’s SOOOO worth it!! 🙂
      .-= Kristy recently posted: From The House To The Hill- My New Gig =-.

Comments are closed.

Recent Posts

  • Maximizing Your E-Commerce Sales:
    A CRO Audit Guide
  • Movin’ On Up! Why Migrating to Google Analytics 4 (GA4) Should be a Priority
  • A Year in Review: The Digital Marketing Trends That Defined 2021
  • The Basics of Video Marketing
  • Just How Much Do Google Reviews Impact Your SEO Ranking?

Categories

  • Analytics & ROI Analysis
  • Company News
  • Content
  • Conversion Optimization
  • CRO
  • Display Advertising/RTB
  • Email Marketing
  • En Español
  • En Français
  • Inbound Marketing
  • Lead Nurture & Marketing Automation
  • Local Search
  • Marketing
  • Mobile
  • Partnership Marketing
  • PPC
  • PR
  • SEO
  • Social Media Marketing
  • Web Design

Additional Posts

How To Make a Facebook List (& 6 Ways To Use Them)

January 11th, 2011 | by Ruud Hein

The Agency SEO Process – Part 5

January 11th, 2011 | by Taylor Pratt

The Five Best Link Building Blogs

January 10th, 2011 | by Elisa Gabbert

LET'S TALK

Need more information or want to get in touch?

Get in touch!
  • SEO
  • SEM
  • Display
  • Blog
  • Why Us
  • Join Our Team
  • Contact Us
  • Local SEO
  • Small Business SEO
  • Enterprise SEO
  • International SEO

LOCATION

1305 Pickering Parkway,
5th Floor Pickering, L1V 3P2

PHONE

Toll Free: 1-877-695-7388
Greater Toronto Area: (647) 699-2838

Social

© Search Engine People Inc. 2023 – Canada’s Top Digital Agency
© SEP 2023 – A Search Engine People Company | Privacy Policy

Search Engine People