Social Media Marketing

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ENTERPRISE 2.0 AND INTERNAL COLLABORATION
the personal profi les of each other to build relationships and collaborate in the pursuit
of business objectives. In fact, they may well have used a social tool like a wiki to cre-
ate those business objectives in the fi rst place.
Here’s the connection to Social CRM, and to the Social Web and the larger use of
social technologies: Enterprise 2.0 involves the adoption and use of Web 2.0 technolo-
gies for internal collaboration, relationship building, and similar activities. When a busi-
ness is truly connected to its customers, or equivalently an organization is connected
to its stakeholders, it must be able to respond in a timely manner when customer or
stakeholder issues arise. Enterprise 2.0—the adoption of social technologies inside the
organization—facilitates an organization’s ability to respond to its customers.
Ted Shelton

Ted Shelton is CEO of The Conversation Group; Ted’s prior roles include Chief Strategy Officer at

Borland. Ted’s firm focuses on the transformative impact of social technologies on business.

You can connect with The Conversation Group (theconversationgroup.com/), follow Ted on

Twitter (@tshelton), and read his blog here:

tedshelton.blogspot.com/

The social business framework can be thought of as layers, starting with the
innermost core, Enterprise 2.0. Social business practices build outward—including
social media marketing, and the conversations on the Social Web itself that collectively
wrap around and defi ne the business. Figure 9.3 shows this layered view.

Customer

Information Flow

Social Media Marketing The Social Web

The Layers of Social CRM

Enterprise 2.0

Figure 9.3 The Layers of a Social Business

Ted Shelton

Ted Shelton is CEO of The Conversation Group; Ted’s prior roles include Chief Strategy Officer at

Borland. Ted’s firm focuses on the transformative impact of social technologies on business.

You can connect with The Conversation Group (theconversationgroup.com/), follow Ted on

Twitter (@tshelton), and read his blog here:

tedshelton.blogspot.com/