The Super Bowl is like the Super Bowl of customer engagement – brands across industries try to stand out from a cluttered crowd to connect with customers. Last year we witnessed the “Oreo moment” when Oreo took advantage of the power outage with a clever, quick tweet.
In my first post on enterprise social networking, I talked about how just about everyone hates email, but no one does anything about it. It dominates business communications, but does it actually get the job done?
The future of the enterprise is social engagement: the active, mutually-beneficial exchange of value between an organization and its constituents. This mutual exchange of value is not just about products but about useful information that builds commonality of interests and a sense of trust.