State of the Industry: Karen Webster
By: Karen Webster
September 21
Loyalty…The Social Way
Social is to strategy what the internet was to commerce back in the early part of this century – a new way to reduce costs and increase revenue by improving and enhancing the ways in which company and customer interact. For this reason, as we enter the prime of the 2010 strategic planning session, I’ll wager that 100% of companies large and small have identified “social” as one of their top 3 strategic priorities.
As important as social has become, I’ll also wager that there is most likely a lack of consensus organizationally about how “social” should be infused into the organization and how such a strategy should be designed, implemented, and measured. And, no wonder. Nary a day goes by where another report, research study, article or opinion piece is published offering, often conflicting, insights about how to go about it. Although it might have been okay in years past to allocate dollars to a series of freewheeling “experiments” to see what might stick, today’s environment of scarce time, money and resources, forces experimentation in this area with tangible outcomes that have more than a reasonable shot of being quickly deployed on a broader scale.
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