Journal Of Trend: 什麼是據有 social 及品牌企業？( What is a social enterprise ? )

Burberry used social media to enhance its business, it seems workable

Salesforce 的市場雲社記分卡是一個簡單的在線工具，你可以使用社交媒體如何影響您的組織，發展的路徑向前發展。在不到五分鐘，您可以了解您的公司的社會媒體與其他機構的行列一年多的時間，從社會各種規模的企業在每一個市場中收集的數據的基礎上。 The Salesforce Marketing Cloud Social Score card is a simple, online tool you can use to see how social media has impacted your organization to date, and develop a path to move forward. In less than five minutes you can learn where your company’s social media maturity ranks against other organizations based on more than a year of data gathered from social enterprises of every size in every market.

Social network behavior is one of important asset to enterprise

結果在這兩個數字的形式和網格上的九個關鍵指標顯示公司業績。我們會向您發送電子郵件你的社交媒體成熟度網格，一起的列表自由企業社會媒體資源，為您量身打造 - 一個路線圖前進的征途，如果你願意。 The results are provided in both numeric form and on a grid showing company results across nine key metrics. We’ll email you your Social Media Maturity Grid, along with a list of free enterprise social media resources tailored to your needs — a road map for the journey ahead, if you will.

The Social Scorecard looks at key metrics of a company’s social media maturity, including: 社交企業記分卡是公司的社會化媒體成熟度的關鍵指標，包括：

What is the real trend of "digital & social"?

思想與領導力 Ideology and Leadership : 高級領導人負責公司的願景。他們將如何推出和擴展整個組織的社會化媒體的理解水平定下了基調。以下四個階段跟踪社交媒體的成熟，對高級管理人員的意識和活動。鮑威爾將軍在他的 Dreamforce 談話，強調這種意識的重要性。 “我認為，任何一個領導者都必須有他或她的手指上的脈搏，在信息革命中所發生的事情。 ”Senior leaders are responsible for the vision of a company. Their level of understanding of social media sets the tone for how it will roll out and scale across an organization. The following four stages track social media maturity against senior executives’ awareness and activity. In his Dreamforce conversation, General Colin Powell stressed the importance of this awareness. “I think any leader has to have his or her finger on the pulse of what’s happening in the information revolution.”
人員配備 Staffing : 任何公司在社交媒體如何執行人員編制定下了基調。許多開始社會化媒體計劃沒有通過官方渠道驅動，但開始由充滿激情的個人時間在他們的日程安排這些活動。職位描述，報告結構，績效評估和薪酬計劃之類的東西，因為人在該公司採取這些新的角色和活動嚴重。當你計劃你的社交媒體的增長，所以一定要滿足HR部門方向，你可以考慮在社交媒體方面的正式身份技能。Staffing sets the tone for how social media is executed in any company. Many beginning social media programs are not driven through official channels, but are started by passionate individuals who make time in their schedules for these activities. Things like job descriptions, reporting structures, performance reviews and compensation plans cause others in the company to take these new roles and activities seriously. As you plan your social media growth, make sure to meet with the HR department so your social media skills can be considered in an official capacity.
內部教育 Internal Education : 教育是任何新公司的努力和社會媒體教育的重要組成部分也不例外。員工想知道是怎麼回事，與社交媒體的限制是什麼，以及他們如何能夠參與並幫助該公司。不僅企業需要接受和理解他們的客戶和潛在客戶正在使用社交媒體，他們也需要接受員工是也。Education is an important part of any new company endeavor and social media education is no exception. Employees want to know what is going on with social media, what the limitations are, and how they can participate and help the company. Not only do companies need to accept and understand that their customers and prospects are using social media, they also need to accept that employees are too.
互聯網社會聽力 Social Listening : 只要企業已經參與互聯網社交媒體，共同的做法是先聽後講。人們都在談論你的公司，你的競爭對手，你的行業。這些對話都發生在互聯網社交網站，無論你是聽或沒有，所以你可以和調整。如果你不這樣做，即使是最基礎的聽，說，你真的沒有把握互聯網社交媒體如何改變了業務水平。 For as long as companies have been participating in social media, the common first practice has been to listen before talking. People are talking about your company, your competitors, and your industry. These conversations are happening on the social web whether you are listening or not, so you may as well tune in. If you aren't doing even the most basic level of listening, you really aren't grasping how social media has changed business.
參與和互聯網社區 Engagement and Community : 公司在社交媒體時代最大的變化之一是，客戶和前景的預期發生了變化。每個媒體都鼓勵對社會媒體的反饋意見。每一個零售機構，希望您能喜歡他們在 Facebook 上。這一連串的社交媒體活動，鼓勵雙向的對話，真的是新形式的通信的特點，這仍。公司需要了解客戶現在負責。社交媒體配置文件是使用的通信信道的邀請，和很多公司都沒有在聽。根據一項研究，定期的Twitter用戶在Twitter上抱怨公司的Twitter賬戶，超過三分之一的公司回應。 One of the biggest changes for companies in the social media age is that customers’ and prospects’ expectations have changed. Every media outlet encourages feedback over social media. Every retail establishment wants you to like them on Facebook. This barrage of social media activity encourages the two-way conversations that really are the hallmark for this still–new form of communication. Companies need to understand that customers are now in charge. A social media profile is an invitation to use that communication channel, and many companies are not even listening. According to a study of regular Twitter users who Tweeted complaints to companies with Twitter accounts, less than one-third of the companies responded.
Social Content 互聯網社區內容: 互聯網社會媒體革命是由內容。多少次，人們說：“內容為王”或與客戶和潛在客戶的唯一途徑是內容嗎？哎呀，我們甚至已經表示，它自己。然而，大量的公司，不明白是什麼類型的內容創建。雖然這肯定會開始知道什麼樣的內容發布在互聯網社會渠道的營銷或通信隊。但還有一個更大的問題，從一個互聯網社會成熟的角度來看是什麼意思。 The social media revolution is driven by content. How many times do people say “content is king” or the only way to connect with customers and prospects is with content? Heck, we’ve even said it ourselves. Plenty of companies, however, don’t understand what kinds of content to create. While this certainly starts with the marketing or communications team that knows what kind of content to publish on social channels. But there is the much larger question of what does it mean from a social maturity perspective.
Social Advertising 互聯網社區的廣告 : 互聯網社交化媒體提供了一個重要的品牌營銷機會，和社會上的廣告支持和擴大這些活動。廣告被認為是社會的，如果他們在社交網絡上出現，但是是什麼讓他們特別強大的互聯網社交和社交行動，隨著定位，以創建高度相關的，引人入勝的消息。 Social media provides a significant marketing opportunity for brands, and social advertising can support and amplify those activities. Ads are considered social if they appear on a social network, but what makes them particularly powerful is using social recommendations and social actions, along with targeting, to create highly relevant and engaging messaging.
測量和分析 Measurement and Analytic : 使用互聯網社交媒體的企業面臨的最大挑戰之一是理解什麼來衡量。這有什麼好做，與他們使用的是什麼工具，甚至是組織的規模。公司只是不能完全得到他們的頭目周圍確定其互聯網社交化媒體的成功指標。的問題之一是，一切都是在線和可追踪無論是手動或內的工具。不堪重負的人可以得到的所有數據提供給他們，因此，他們不能分開的信號從噪聲從測量的角度來看。 One of the biggest challenges for companies using social media is understanding what to measure. This has nothing to do with what tools they are using, or even the size of the organization. Companies just can’t quite get their heads around determining their success metrics for social media. One of the problems is that everything is online and trackable either manually or within a tool. People can get overwhelmed with all the data that is available to them and consequently, they can’t separate the signal from the noise from a measurement perspective.
互聯網社交化媒體工具 Social Media Tools : 公司的技術決策，幫助他們滿足他們的目的和目標的路徑上。如果有多個系統拼湊起來的，並需要大量的手工工作，以創建報告，猜什麼樣的人會花時間做嗎？創建報表，而不是分析他們尋找模式或方法來改善。如果沒有標準化的工具集？不兼容性可以添加另一層的複雜性不斷增長的社會媒體的組織。 A company’s technology decisions help set them on the path to meeting their goals and objectives. If multiple systems are cobbled together and require lots of manual work to create reports, guess what people will spend their time doing? Creating reports, rather than analyzing them looking for patterns or ways to improve. What if there is no standardized tool set? Incompatibility can add another level of complexity to growing social media across an organization.

由 sale force 提出之互聯網社交化企業的重點是如何用互聯網推展品牌及連結客戶，台灣品牌是否值得嚐試這些新的互聯網品牌行銷技術？或學習 sale force 建立完整 sap 服務產業，台灣品牌真的只有 Acer 的殺價競爭策略嗎? 值得深思。
以我了解，sale force 提出之互聯網社交化企業中 互聯網社會聽力 Social Listening 是很有用的，它是企業情報與趨勢資訊網的一環節，可用來強化企業能力。