For Interactive Marketing Professionals

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	June 24, 2009 How To Organize Your Company For Social Computing Brands Must Organize Using A Hub-And-Spoke Model by Jeremiah K. Owyang with Peter Sargent, Thomas Cummings, Emily Bowen	Average: 9  (3 ratings)

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Executive Summary

The biggest challenge brands often have to overcome isn't technology but managing cultural change within the enterprise. With an ever-increasing number of brands engaging in social media marketing in recent years, companies need to not only be properly budgeted but also well organized. Once brands experiment with social activities, they must then organize from the inside out — or risk not properly staffing or responding to customers. Brands need to integrate social into their companies by developing a safe place for employees to experiment, creating a process to manage and measure these programs, and integrating social into other marketing and enterprise systems. Above all, brands must organize their companies in the hub-and-spoke model, which allows business units to be flexible with their social programs — but provides a grounded center that enables the company to act efficiently.

TABLE OF CONTENTS

• Social Media Use Is Mainstream, But Brands Are Not Sophisticated
• Brands Organize In Three Ways

RECOMMENDATIONS

• Brands Must Develop A Hub-And-Spoke Model
• Supplemental Material
• Related Research Documents

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