Social Networking For Businesses

    December 5, 2006

We’ve just made available a new Executive Briefing e-book that pragmatically introduces the idea of social networking for businesses and associations. Interested in introducing social networking to the exec staff at your organization? Included are answers to the common questions of:

  • What is social networking?
  • Why does this matter? Isn’t “social networking” just for high school kids?
  • How can my organization get closer to customers or members using social networking?

Excerpt: Why should our organization care about social networking?

“Customers have lost trust in traditional sales, marketing and service (the three areas commonly referred to as “CRM,” or Customer Relationship Management). According to the Edelman Trust Barometer, “the most credible source of information about a company is now a person like me,’ which has risen dramatically to surpass doctors and academic experts for the first time.” The survey relates that in the U.S., trust in “a person like me” increased from 20% in 2003 to 68% today.

The connections enabled by social networks are the glue that put the humanity back into business to solve the trust problem. In other words, the organizations that will win are the ones that most easily enable individuals to build relationships and communities with people they trust.”

Download the entire 12 page e-book here. Then talk about it, forward it, print it, casually drop a copy on your co-worker’s desk…



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Christopher Carfi, CEO and co-founder of Cerado, looks at sales, marketing, and the business experience from the customers point of view. He currently is focused on understanding how emerging social technologies such as blogs, wikis, and social networking are enabling the creation of new types of customer-driven communities. He is the author of the Social Customer Manifesto weblog, and has been occasionally told that he drives and snowboards just a little too quickly.