How Enterprises are using Twitter
Here is a great article from today’s Boston Globe about how Comcast and Southwest Air are using Twitter - fascinating stuff. It also highlights Dell’s social media efforts, and the IdeaStorm concept for bringing their customers inside their organization to co-innovate (Customer Inside).
From Josh Bernoff, Forrester Research analyst and co-author of Groundswell (a great read for anyone considering Social Media efforts in business):
“We’re in a world where one person, by their actions, can make a company look bad, and it can get echoed and amplified over and over again,” said Josh Bernoff, an analyst at Forrester Research and coauthor of “Groundswell,” a book about business and social technologies. “The power has shifted, [so] that big companies now have to be worried about one individual with a microphone called a blog.”
These are clearly emerging case studies of how enterprises are making use of Social Media, but are certainly harbingers of great things to come. Many of the highlighted use cases are for customer engagement, which means the enterprises are recognizing the growing voice and power of their customer base due to the Web 2.0 technology revolution.
If you look at how Southwest is using Twitter and Social Media in general, you can begin to see the emergence of new business processes that are different than those developed in the Business Process Re-engineering initiative … or dare I say it, Next Generation? These are agile and collaborative business processes, which will be required of all companies aspiring to be Next Generation Enterprises.
At Southwest Airlines, the social media team includes a chief Twitter officer who tracks Twitter comments and monitors a Facebook group, an online representative who fact checks and interacts with bloggers, and another who takes charge of the company’s presence on sites such as YouTube, Flickr, and LinkedIn. So if someone posts a complaint in cyberspace, the company can respond in a personal way.
It’s also interesting to see how enterprises are sparked into action. A couple - Comcast (b/c of Comcast Must Die and other YouTube campaigns) and Dell (b/c of Dell Hell) - were kicked in due to strongly negative publicity. Others like Southwest Airlines seem to have taken a proactive approach to provide an engagement channel for their customers. Even those that were kicked in, like Comcast and Dell, deserve strong kudos for their social media engagement efforts … it would have been easy to dismiss these efforts as only point cases amongst tens of millions of customers, completely edge. However, these companies took proactive action, and should be long-term beneficiaries of this effort.
Reacting to customer complaints is only the tip of the iceberg when it comes to delivering a Next Generation Customer experience, and embracing customers to co-innovate new products and services, which is exactly what social media platforms such as Twitter, Facebook and others can enable companies to do.
I’ve also found other companies using Twitter in a proactive manner … including JetBlue and Whole Foods.
The future is bright!
links for 2008-07-07
Forstmann’s view on the credit crisis
An interesting and very frightening assessment by Ted Forstmann on the state of the credit crisis (WSJ - Subscription required) - his assessment, we’re in the “second inning.” His view may be extreme, and I do want to compare it with Soros’ view in his latest book, but there must be some to a fair amount of truth to Forstmann’s view. Below are some snippets from the WSJ Commentary.
“I don’t know when money was ever this inexpensive in the history of this country. But not in modern times, that’s for sure.”
Combine this with loan syndication and securitization, and the result is a nasty brew. Securitization and syndication allow the banks to take the loans off their books and replenish their capital. They then use this capital to make new loans, which they securitize or syndicate and sell to the hedge funds, which buy them with the money they borrowed from the banks. For a time, everyone makes money.
………….
One reason is that the proliferation of new financial instruments has left the system more closely intertwined than ever, making a workout, or even a shakeout, much more difficult. Take what happened to Bear Stearns. “What should the health of one brokerage firm in America mean to the entire global financial system? To an ordinary person, probably not much. But in today’s world, with all the interdependence, a great deal.”
This circular creation of new credit, used to buy more newly created debt, all financed by ultracheap money and all betting with each other, has left the major firms hopelessly intertwined. “It’s very interrelated,” he says, locking his fingers together. “There’s trillions and trillions of dollars that slosh around between all these places and if one fails . . .” He doesn’t finish the thought.
I’m curious to know who is doing cutting edge research on the exposure of the interdependencies about which Forstmann speaks. It sounds like some type of domino-like crisis is possible, but I would like to see an analysis of what types of Black Swan events would take to trigger it. Please post any links to relevant research in the comments.
links for 2008-07-02
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