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.

Yahoo Dips Into Single Digit Territory

This morning YHOO dipped to 9.83. This is a major inflection point for a company that could’ve sold itself to Microsoft a few weeks ago for at least three times that price per share.

Kara Swisher has weighed in asking questions regarding the company’s board. After Jerry Yang’s deer in the headlights performance at the Web 2.0 Summit last week, you’ve gotta wonder – where to from here guys?

Streaming The Real-Time Web

The MIT/Stanford Venture Lab hosted a fun session this week on Lifestreaming: The Real-Time Web. MC’d by Kara Swisher, who acknowledged to a somewhat flustered Jeff Clavier that she specializes in cheap shots, the session included Bret Taylor, a Friendfeed co-founder, and Loic Le Meur, Seesmic’s CEO.

The key question for me around the shift to the real-time web is how sites cater to different user tastes — some folks like drinking from the fire hydrant, getting a constant flow of information and responding to the trends, while others like to have the information archived (think of the way posts are represented on a blog) and they access it at their convenience.

I expect we will see a lot of innovation at this coal face to allow for the spectrum of usage.

Kara covers the event and includes some video – here.