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Operationalize Your Content Marketing Strategy

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August 14, 2012
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Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally published on Michael Brito’s blog Britopian.

I read a lot of posts about content marketing. It’s really the heart of what we do at Edelman Digital.  We use content to grow communities, be more visible in search, engage with influencers and advocates and more importantly to change behaviors. Truth is, everything we do as communicators and marketers revolves around content across paid, earned and owned media channels. Content is the lifeline of the social ecosystem.

Much of what I have been reading online for several years now shows us the t…

Social Business Means Thinking Internally First

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July 23, 2012
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Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally posted on Michael Brito’s blog Britopian.

Too many think that social media is all about friends, fans and followers.  There is certainly some validity to this thinking because our minds have been trained to focus on outcomes. If done right, the output of smart social media initiatives like general community engagement, advocacy/influencer management, a Facebook sponsored story or a Promoted Tweet will be an increase in community growth. Yes, that’s a good thing, but there is so much more to it.

The problem arises when those who are in char…

HR’s Critical Role in Social Business Transformation

HR
July 10, 2012
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Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally published on Michael Brito’s blog Britopian.

Early in my career, I was never a fan of HR. I always thought of it as the Principal’s office – a place where I spent a lot of time in elementary school, middle school and yes, even a little in high school. After all, when a call came in from HR, usually someone was written up, put on probation and even terminated.

But when I think about how social media has affected the workplace today and of course maturing in my career, my view of HR has changed quite a bit. HR or OD (Organizational Developm…

The Importance of Social Business

buzz
July 9, 2012
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Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally published on Business 2 Community.

Last month, MIT Sloan in collaboration with Deloitte released a study, “Social Business: What Are Companies Really Doing?” that highlights the growing importance of social business initiatives, among other things.

The majority of respondents (52%) believe that social business is important or somewhat important to their business operations. Roughly 86% of managers believe social business will be important or somewhat important in the next three years. Additionally, social business is viewed most often as a…

Social Business Enables Employee Advocacy

S
June 12, 2012
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Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally published on Michael Brito’s blog Britopian.

I have been spending a lot of time thinking and writing about how social business enables organizations to achieve positive business outcomes. Here are a few previous posts:

Social Business Enables More Meaningful Customer Relationships
Social Business Enables Employee Innovation
Social Business Enables Better Marketing

I wanted to build on Dion Hinchcliffe’s very comprehensive post about accelerating social business using employee advocates. Dion’s post takes the angle that employee advoca…

Social Business Enables More Meaningful Customer Relationships

crm
May 29, 2012
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Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally posted on Michael Brito’s blog Britopian.

Much of the social business conversation revolves around the internal dynamics that make up an organization – culture, change management, technology adoption, process creation, etc.  This should certainly be the focus because social business is not social media. I just wrote a post last week about employee engagement and how social business can extract innovation from employees behind the firewall.

But many of these internal initiatives (as boring as it may seem) enable an organization to better communi…

Social Business Enables Employee Innovation

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May 23, 2012
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Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally posted on Michael Brito’s blog Britopian.

A few weeks ago, I presented the concept of social business at a conference in Orlando to a group of grocery retailers.  One retailer in particular told me that he had hired a team of Six Sigma experts to test and optimize new processes that will get customers through the checkout stands more quickly efficiently.  The problem they were facing was extreme growth and they did not have enough space to expand and build more checkout aisles. He also didn’t want to increase his overhead by hiring more cashiers.
…

Social Business In The B2B Ecosystem

b2b
May 14, 2012
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Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally published on Social Business News.

I just watched this quick video (see below) by Sandy Carter from IBM about the value of using social in the B2B landscape. To recap, Sandy lists best practices for social business in B2B:

Embracing your B2B business partners with social can accelerate competitive advantage
Partners will feel a part of your business strategy
Leverage social by connecting your employees within the B2B ecosystem

Sandy then wraps up the video with a case study about Premier, an alliance of over 200 hospitals with a mission …

Shifting the Conversation from Influence to Advocacy

influence
May 11, 2012
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Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally published on Michael Brito’s blog Britopian.

There has been a lot of discussion about online influence lately so I thought I would offer my quick two cents. I wrote a little about how a few influencers have impacted my life back in 2009 and I still feel the same way today.

I am normally a positive person but based on my experience, I hold some negative sentiment towards the concept. Influencers, the way its defined by many on the social web, are overrated. Most have an ego (thank you Peter Kim) and they offer ZERO v…

Four Considerations for the Social Business Center of Excellence

social media mess
April 11, 2012
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Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally posted on Micheal Brito’s blog Britopian.

The trend over the last several years in the enterprise is the establishment of centralized social media team often referred to as a Center of Excellence. Many times, the Center of Excellence (COE) is responsible for creating standards and governance around the use of social media (behavior and tools) internally.

The goal of the Center of Excellence should be more than just driving social media adoption, governance, technology (community, social CRM) deployment and training.  In order to achieve true bu…

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