90
c h a p t e r4 :THE SOCIAL BUSINESS ECOSYSTEM■Mobile applications for smartphones that scan a barcode and present pricing
data and customer reviews are common. When I was looking for a portable spin-style
toothbrush in Target, I was confronted with over two dozen competing models of semi-
disposable, single-user (versus family applications) brushes in the under-$5 category.
Standing there, I had zero information other than “Buy Me!” to go on. So, I used my
Android-based G1 phone to scan the barcodes, right there in the aisle. Sure, I got a
few odd stares (normal for me...) but I also got access to independent product reviews,
instantly through Google’s shopping guides. Based on the combination of independent
reviews and manufacturer’s information, I made my decision. This was a classic use
of social media in a business (commerce) context: For the most part, as a consumer I
was working with the marketing data, evaluating things like price, promoted feature
set, and then extending this with a mix of company and consumer-generated product
reviews.
The Good Guide moves beyond this core review data, which is now largely
considered “cost-of-entry” for consumers nearing the point of actual purchase. It also
moves well beyond the marketing department and into the core values and purpose
of the business itself. The Good Guide serves up health, environment, and societal
impact ratings: A score of “10” on “society,” for example, means the product in con-
sideration is offered by a manufacturer with responsible investment policies, equitable
hiring practices, an appropriate commitment to philanthropy and a firm policy toward
workplace diversity. As noted, this goes way beyond the purview of the Marketing and
Communications department.
Compare the above with ratings, reviews, prices, and features. Investment
policy, hiring practices, and environmental impact are decidedly outside the market-
ing domain in most businesses, although social business certainly suggests that this
is likely to change. Customers are now armed with a much more holistic view of the
countries of origin, manufacturers, suppliers, retailers, and even taxing entities that
make up the entire purchase chain. This is all part of the decision-making process now.
Social applications such as The Good Guide bring visibility to the larger busi-
ness process and with it an entirely new set of considerations that reach across depart-
ments and functions. This is the dawn of the social business. If you are looking to
enable more of your organization in the creation of favorable conversations, this is the
starting point.Support Forums
Accepting that social applications are an adjunct to social networks and online com-
munities, the starting set of applications—support forums— are built around the
white-label social technology platforms offered by more than a few software provid-
ers. As used here, “white label” means “software application that can be branded to
your specification” but is otherwise ready to use. The platforms may be delivered for