As in the real world, social means different things to each of us.
So the first task is to define what ‘social’ means to your organization: engagement, influence, sales, service, customer relationships, new opportunities, brand, market definition, strategic partnerships (or, in other contexts, perhaps votes, memberships, or grass-roots support).
And the wonderful freedom of the social web (not to mention its reach and scalability) is that any such definition is down to you.
That’s also the challenge.
Definition, though, is just the first step. Following close behind are purpose, strategy, intent, resources and tools.
Purpose, in defining what you want to do with social within your organization.
Strategy, in defining how you wish to deploy social, and the weight and priority you wish to attach to the social web for your organization.
Intent, in defining what tasks and programmes you actually want to execute.
Resources, in defining your social budgets, and your social teams: whether you want to scratch the surface or make a difference.
Tools, in defining how you plan to manage these new resources, programmer and intents, and integrate the social web into your organization’s existing data and systems.
What does ‘social’ really mean for your organization?