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Social Media will Disrupt Every Function in your Company

Paul Dunay | October 1st
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We are at an interesting inflection point with Social Media today. One that threatens to disrupt and reinvent every function in your company over the next few years.

Social Media already has changed marketing forever. You can’t attend a conference or read a blog post without hearing about the latest in this field. Marketing is still playing catch up and will be for a while since we are still at the very early stages of the Social Media game.

What makes this different from the adoption of the Web or CRM is that Social Media is changing so much more than those technologies ever did. This makes it harder to keep up.

Distinguishing Social Media from CRM

Social Media is having a big impact on Customer Service as evidenced by all the issues our teams are handling each week for Avaya. We see between 1000-2500 mentions of Avaya each week alone and engage with dozens of customers in any given week. This is very different than even 6 months ago.

Product companies will have a strong social approach to product development using Social Media. Pure Service companies will work with virtual teams to source and deliver work from far flung parts of the world. Finance teams will be getting tweets on billing and finance issues directly from the socialsphere rather than from the traditional channels.

Recruiters are clearly already using Social Networks like LinkedIn as their first source of candidates. HR is checking the background of those new hires on Social Networks looking to see what this new hire is all about. IT was already on the scene with Web 2.0 technologies when Social Media hit.

Legal has been working and reworking policies on Social to adapt to the changes. And finally, Learning and Development teams will be harnessing social tools internally to train and enable everyone from new hires to sales teams and beyond.

If you think Social Media is just for marketing – think again. Social is impacting and beginning its reinvention of every area within your company. The question is – are you helping do your share to educate them?

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About Paul Dunay

Paul Dunay is an award-winning marketer with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is Global Managing Director of Services and Social Marketing for Avaya, a global leader in enterprise communications, and author of Facebook Marketing for Dummies (Wiley 2009). His unique approach to integrated marketing has led to recognition as a BtoB Magazine Top 25 B2B Marketer of the Year for 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a five-time finalist in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA) and a 2005 gold award winner. Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. His articles and research have appeared in Business Week, BtoB Magazine, Information Week, MarketingProfs and Marketing Sherpa. Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College. Gain insights into Paul’s approach to integrated and social media marketing at: http://www.buzzmarketingfortechnology.com.