Social media has evolved far beyond its media roots into a robust engagement platform that has deep implications for brands.

To achieve the objectives of today’s consumers and businesses, the social business team must excel at both integrating and transitioning social business practices to existing mature functions, such as e-commerce, advertising, and customer service. In the past, the social business Center of Excellence has struggled to find willing internal business partners. Ten years into this technology disruption, internal partners have become a necessity to scale impact and are now willing to invest their attention and budget in social.

Balancing the role of innovator and integrator will be a key success factor for social business – both today and in the future.

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