Let’s imagine you’re a small or medium sized business and looking to use social software to improve communications on many fronts: support, service, marketing, etc. If you chose to use a service like Twitter, for instance, for some of this communicating, I can see the need to have a two-channel mindset: one public and customer-facing and the other private and business-facing. On the public channel, you’d talk with customers and prospects about the business, including everything from support help to promotional opportunities, to general good will. On the other channel, you’d communicate with people about the business itself, such as directing attention to important matters, or keeping track of employee activities, etc.
These could be all within a public system like Twitter, with the private channel activities being performed via Direct Message only, or the private conversations could be via a private platform like Socialcast or Yammer. The benefits to keeping them all in Twitter is a simple user experience for employees of the business. The downside would be the potential to spill private business into the public channel in error.
Now, where this gets interesting is when you think of either b2b additions to this, or affinity relationships. What if all the people up and around Jay Peak in Vermont, like Steve Wright all kept a Twitter list of local related businesses. Maybe Steve’s list would have alternative lodging and dining options, some medical professionals, massage therapists, ski repair shops, etc, all wired together in a Twitter list, so that he could monitor their public conversation for potential crossover opportunities. Suppliers to Steve could see his needs easily. Steve could assist in directing customers to related businesses while being up to the minute with what the situation is at their establishment (this all assumes that everyone’s keeping their channels updated).
The only thing missing is some kind of “memory” for the system. For instance, if Steve finds out that Boyd from the ski repair shop is going away for two days, how will he alert the next day’s crew to this information? And how will the overall “system” stay aware of such logistical changes? It would probably require some kind of alternative platform, like either a Facebook fan page that relates to that wired up group, or maybe a group blog. Either way, it’s not too hard to add it on.
What makes this different than email? Brevity, for one. For another, it’s a more flexible sharing option requiring less duplication of effort. For another, it serves many purposes in the public-facing channel mode, and helps speed up processes on the private in-business mode.
Squint a little, and you’ll see a few other ways to design these experiences for a business. Can you see the value?
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