Social business design: Humanizing the company at every turn

Kara Swisher has done a fun interview with Ford’s social go to guy, Scott Monty, in which he does his impersonation of Bill Cosby’s cocaine skit:

Cosby: I said to a guy, “Tell me, what is it about cocaine that makes it so wonderful,” and he said, “Because it intensifies your personality.” I said, “Yes, but what if you’re an asshole?”

Scott’s message is that “social media is the cocaine of the communications industry“. If you have crappy products, if your company behaves like an ahole…people are going to find out about it way quicker through social media. The glass half full stance does point to the same holding true for great products and companies too.

It’s a memorable analogy, but the key take out for me from this interview is Scott’s comment that for Ford, “social media is absolutely key to everything we are doing“.

Take advertising, for example, Ford has moved to using 15 second spots with real people telling their stories. “Advertising is social mediaesque“.

Scott also essentially defined social business design: Its about humanizing the company at every turn, whether in HR, product development, customer service, PR or other areas.