Tribalizing Business: Steps To Changing The Game

hutsHumans are genetically predisposed to commune. When they do so within socially optimized corporate environments this results in exponential amplification across return on engagement metrics.

The results of a recent Deloitte survey of over 400 organizations, 2009 Tribalization of Business Study, provide a solid baseline for exploring where business is at with respect to providing such socially optimized environments.

First up, the survey found that over 50% of enterprises that had previously made some investment in social media were planning on maintaining this community-status quo. Over 40% planned to increase their investment in this area and only 6% were decreasing their involvement.

This tells us that business tribalization is becoming a reality. Or does it? Not so fast – there remains a lot of work to be done before we can comfortably declare enterprise engagement as being widespread.

Across 36% of companies surveyed, social media continues to be deployed out of the marketing function. While it is good to see that multiple departments are managing social media in as many as 15% of survey respondents, this can be problematic depending on the way in which management takes place. Clear decision-making processes need to be put in place that match the real time nature of social media.

Methods for monitoring and measuring success are currently predominantly based on participation-related analytics. The downside of doing so is that it can create a false view on how enterprises are benefitting from being more social.

Remember, that higher quality engagement trumps quantity and will lead to more sustainable inbound and outbound engagement. This is highly relevant as evidenced from the responses to the survey. Respondents indicated that the biggest obstacles they faced were getting people to participate regularly.

By better formulating their goals, and by aligning measurement with the achievement of these goals, companies will know how their investment into such areas as employing more staff to manage social media activities are faring.

The current staffing trend is to have 2-5 people, but interestingly almost 5% of those surveyed have more than 10 staff in such roles.

The survey concluded that “new management strategies and practices” are going to be critical for extracting “true business value” from social integration.

Tribalizing business in a game changing way requires an all-of-enterprise commitment and sustained ecosystem-wide engagement.