This short conversation between a division leader within a Fortune 500 Company and a consultant is a must-read for everyone who’s interested in social networking for the enterprise! Actually, I experienced exactly the same situation not so long ago. The wording was different but the content and the idea were identical.
“… there isn’t one company yet there is one brand. All the companies serve the customer but never in a coordinated fashion rather a splintered effort. The customer doesn’t know who is in charge of what but when dissatisfied with overall service they simply distrust the company while you say it isn’t your fault.”
The sum of social networking + social knowledge management + social watch + collaborative innovation is what we, at b-spirit, call social intelligence in the enterprise. It happens inside the company, across business units, divisions and departments, across the orgchart and regardless of the hierarchy; simultaneously it establishes crosslinks outside of the company with customers, prospects, partners, subcontractors, media organisations, even competitors.
Most companies still go for the internal and siloed approach, restricted to one department or unit. They still do not understand (or at least they pretend to) that such closed projects in closed groups are most likely to fail simply because they will be superseded, sooner or later, by larger and more global initiatives. Problem is: the loss of time and efficiency is often proportional to the loss of customers.