Entering 2012, senior management should, at a minimum, investigate the role social networking can play in improving sales results. Not doing so risks missing new sales opportunities and not strengthening relationships with current customers.  Put social engagement in the same category as having a website 15 years ago and you get the idea of its importance for business going forward. 

Most of us are now using social networking in our personal lives and enterprises are increasingly embracing it as well.  Fully harnessing the always-on, tailored, bidirectional flow of information between colleagues, customers, prospects, and business partners which transcends organizational boundaries takes a well thought out strategy and a competent team of specialists to implement. 

Buyers of all products and services, not just consumer goods, are increasingly turning to trusted, online social networking communities to educated themselves before ever speaking directly with a salesperson. This forces rethinking the role of sales people and highlights the importance of engaging in online communities where buyers are increasingly formulating their opinions.

If developing trust with customers and prospects is a key ingredient to your success, embracing social business intelligently can bring an enormous boast.  RC Scott & Associates and SoclWorx are here to make it happen for your organization.

Sincerely,

Rich

It's one thing to hear about potential benefits of social business but learning about real success stories helps make it real. Here is an example:

Farmers Insurance

Farmers is a property and casualty insurance company with 15,000 exclusive sales agents where the personal relationship those agents establish with their clients is vital.  Agents traditionally have used local community organizations such as charities, churches, and schools to forge those trusted relationships. Farmers management discovered the top sales producers were all using social networking to exponentially increase their trusted personal connections and therefore increase their chances of attracting new clients.  Farmers corporate is now fully behind the trend,  providing governance policy, audit, marketing support, employee training, software, and the integration to existing corporate systems necessary to fully harness social business across the enterprise.