Really Think About
We asked thousands of managers to tell us how their companies
are using social media tools — and how important those tools
are becoming to their organizations. Here’s what they told us.
BY DAVID KIRON, DOUG PALMER, ANH NGUYEN PHILLIPS AND NINA KRUSCHWITZ
The importance of
social business to
organizations is expected to grow over
the next few years.
Media and technology industries are
Respondents indicated that the top
two business challenges that could be
addressed by social
THESE DAYS, the enterprise resource planning
software company SAP has an online community with
more than 2 million members, including customers,
partners and others. The SAP community network
is a source of trustworthy information about SAP
products from (and for) the people who use them.
SAP uses this network in several interesting ways.
Each year since 2007, the SAP online community
has nominated roughly 100 members to be SAP
mentors — influencers recognized for their subject
matter expertise and their willingness to mentor
other community members. 1 SAP mentors are expected to mentor SAP itself. They have extra access
to product managers and can influence product development. As Mark Yolton, senior vice president of
SAP communities and social media, explains, these
mentors also give feedback to SAP’s executive team:
Hasso Plattner, our cofounder and chairman of
the board, invites mentors to brainstorm with him.
No PowerPoint, no set agenda. He just gets a
bunch of mentors in the room, usually at one of
our big events. They give him honest feedback
Companies such as McDonald’s, IBM and SAP are at the cutting edge of social business practice. Hasso Plattner (lower
right), SAP cofounder and chairman of the board, seeks feedback from SAP mentors, who are nominated by SAP’s online
COURTESY OF McDONALD’S, IBM, PR NEWSWIRE ASIA
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