There is no doubt that social media and social networks are transforming the way that people interact. It is also clear that this trend will dramatically change the way businesses interact with the new breed of Social Customers. What is not clear is how established companies should change to meet this new demand and harness its opportunities.
Many companies have started various technology projects to get onto the ‘social web’ to better connect with their customers and open a new channel of communication. I would argue that before jumping in, companies need to understand where they are in the maturity curve and what is their desired end point.
It is very easy to start a Facebook page or create a business tweet. What is much harder is to change the internal processes and culture of a company to engage in a truly authentic and valuable interaction with social customers and their networks.