Winning in social: A blueprint for progressing enterprise social maturity

Chris Thomas

Journal of Digital & Social Media Marketing, 2019, vol. 7, issue 1, 35-43

Abstract: In 2019, enterprise use of social media is past its experimental stage and increasingly focused on effective and efficient execution. Most enterprises possess social programmes that have evolved organically, and are thus fragmented, creating brand and operational risk. From this fragmented base, developing business maturity in social becomes exponentially challenging — as adaptations to organisation, technology infrastructure and operating models are needed to make progress. Enterprises need to define a common set of challenges for ‘next step’ maturation, and a core set of principles to guide and enhance their evolving approach to social media. This paper discusses this evolution, along with the associated challenges and principles.

Keywords: social media; social maturity; organisation; change management; best practices; case studies (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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