Social business is gaining traction as a means of driving productivity and innovation. With benefits including better customer service, improved product development and more effective marketing, businesses are increasingly investing in social tools and techniques. Despite this, many companies are failing to fully exploit the potential of social business.

The key to success lies in a strategic approach. Rather than viewing social business as a set of tools, it should be seen as a way of working that permeates every aspect of the organisation. This requires a shift in mindset, with the focus moving from technology to people.

A successful social business strategy should be designed to facilitate collaboration and knowledge sharing, breaking down silos and fostering a culture of openness and transparency. This can lead to enhanced innovation, as employees are empowered to share ideas and insights, and decision-making becomes more democratic.

It’s also vital to measure the impact of social business initiatives, using metrics that reflect the objectives of the strategy. This enables businesses to assess the effectiveness of their approach and make necessary adjustments.

The future of social business looks promising, with advances in technology likely to further enhance its potential. However, to fully realise the benefits, companies must commit to a strategic, people-focused approach.

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