Wednesday, April 30th, 2014 | 2 min read
On a cold and windy December morning in 1903, a historic event took place. Orville Wright flew for 12 seconds over 120 feet of ground. That flight in Kitty Hawk, N.C. marked the very first flight by a manned, controlled, heavier-than-air aircraft that flew on its own power.
In the decades that followed, air traffic was largely unregulated. Today, it is vast and complex, with 300,000 flights every day. As a result, we have seen the establishment of governing bodies — including the FAA in the U.S., and air traffic control throughout the world — to regulate and coordinate air traffic.
This requires policies, processes, training, and technology, and without this infrastructure, modern air traffic would be completely unfeasible.
Companies have embraced social media as a way to engage their customers. But as a result, they have to contend with hundreds of accounts and thousands of conversations, all across multiple business units, geographies, and end users.
Without investing in an infrastructure to manage this, brands expose themselves to great risk. Not only can a single post or tweet do incredible damage to a brand’s reputation in a very short period of time, but customers expect consistency across all of a brand’s touchpoints and departments.
Marketing, corporate communications, sales, customer service, loyalty, human resources, and others all have an interest in engaging with customers and prospects.
In order for these diverse and distributed groups to work together effectively, they need to have access to the right information and the ability to coordinate activities in real time. They need a combination of policies, processes, education, and technology. Without a social infrastructure, social business is simply impossible.
About the author:
Andrew Jones is an analyst at Altimeter Group. In his role, he focuses on social media management and cross-channel customer engagement. He has worked on several reports related to social management and measurement during the past three years, and he regularly works with clients to define social business strategy and advises on technology selection.