Social Media as an Enterprise Framework

Last week at the monthly PDMA Atlanta chapter meeting, I was fortunate enough to listen to Mr. Peter Fasano speak about his experience with social media.  He works for Coca Cola and has his own consulting firm through Mass + Logic.

Peter gave an excellent overview of the social media environment and shared some of his experiences while at Coke and through his consulting firm.  There are a couple points that I'd like to share with readers.  First, there are three primary elements of an enterprise framework, people, process and technology.  Much of this thinking is straightforward, however, he does a good job of capturing all stakeholders of a social media enterprise.  

Second, in today's markets the power lies with the consumer.  A consumer's ability to meet and group on personal likes is easier than ever and will only continue to increase.  When you think about customer relationship management, think about customer's as markets.  How do you serve these interests?

Finally, be prepared for anything.  He shared the example of Coke's response to viral videos with Mentos & Coke that are popular on the Internet.  Coke's initial response was, "We recommend our product for consumption."  vs. his recommendation as embracing the creativity of people and the outcomes that they can generate with your product.  Be prepared for anything.    

A copy of his presentation can be found on slideshare.  You can follow Peter on Twitter at @pfasano.  He also recommended reading Socialnomics and Trust Agents.