When I design social strategies and operating models for our larger clients at Maddock Douglas, I always ask the question, "If _______ was gone tomorrow, would you be OK?" Mr. Rubel does an excellent job of illustrating this point. He goes on to say that no social network has stayed mainstream longer than five years.
Social business design should be about strategy and building core competencies into your organization. The new consumer is slightly evolved from ten years ago, but the consumer of the near future will require social data at every level of the purchase decision to feel confident. Be prepared, but don't put all your eggs in one basket.
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