The Three Elements of an Effective Social-Business Strategy

The Three Elements of an Effective Social-Business Strategy: from SellingPower by Gerhard GschwandtnerPaul Greenberg defines social business as “the company’s response to the customer’s ownership of the conversation.” After taking the audience’s pulse at a Sales & Marketing 2.0 Conference back in 2011, I realized that Greenberg’s definition was already a traffic light behind Main Street. The rapid rate at which companies integrate social media into their business operation is astonishing. Search Engine Journal predicted that by 2012, 43 percent of companies would be using social media. Today, more than 80 percent of companies use social media for recruiting. One company represented at the conference reported that 20 percent of its new...