Originally Published PR Week, February 12, 2010
The impact of social media on how business is run is just starting to mainstream in corporate America. I'm not talking about online promotional campaigns; I'm taking about the very heart of how business is conducted.
The consequence is a redefinition and reframing of how a company and its various stakeholders relate to one another and the impact each has on one another.
Call it “The Engaged Enterprise.” Engagement is the new currency. It suggests an authentic, dynamic, deeper relationship in which conversation and business ideas are shared up, down, and sideways.
In the Engaged Enterprise, stakeholders have deeper relationships with the company. Stakeholders actually talk to one another. Their voices are heard, respected, even acted upon in exchange for their loyalty. The result: The enterprise is smarter and more engaged with their constituents leading to better decisions and deeper, longer-lasting relationships.
Some examples? Consider these three: