Companies are in an interesting position. Customers are demanding new forms of interactions through social tools, mobile, online and service. Organizational designs are set up to manage external engagement in a couple of ways, Public Relations or Customer Service. Both of which are highly trained and highly scripted. Interacting with customers on their terms means lifting the corporate veil to reveal new corporate “voices”. The new voices are typically experts in their respective fields or simply young enough to not be scared to interact via social media (think Interns).
Within industry though, there is something larger happening. Something that is beyond havign to deal with new talking heads. A new model is beginning to emerge that places importance in knowledge process management. In the 80′s we placed importance on Cost Arbitrage through IT management, in the 90′s focus shifted to Labor Arbitrage through Business Process Management. Now we appear to be shifting into a stage of Intellectual Arbitrage placing importance around Knowledge Process Management (KPM). This shift brings new challenges.
As social communications proliferate, there is a stronger focus on content. Content is an asset and should be able to be re-purposed or re-used across other parts of the enterprise to be most effective. If we expect our employees to become advocates as knowledge managers of our Brand, then where does the corporate brand and the personal brand come together. If an employee builds a following as a likeable, intelligent ambassador then who owns the intellectual property (IP) around the information? Better yet, how do you transform the IP into reusable assets across the rest of the organization.
With this shift into Knowledge Management, companies need to look at hiring practices, employee policies and begin to update. Should companies look to hire people with strong personal brands or build them after hiring? There’s not a consistent answer as it will depend company by company. The real trick is to develop your organizational models on purpose rather than by accident. So IP issues, strong personal brands, how does a company begin to tackle these new challenges? This is certainly a conversation worth having and to help moderate, we brought in Daria Steigman to manage the discussion. Daria has done a masterful job at developing her own personal brand that has become her company’s. for the discussion, we will use the following topic and questions:
Topic: Can a Personal Brand Coexist Within a Corporate Ecosystem
Q1. Personal branding — good idea or bad idea?
Q2. Can a personal brand coexist within a corporate ecosystem? Can your stars be stars and keep your brand intact?
Q3. Is it okay for companies to ban their employees from blogging?
Q4. Should companies have a succession plan around star employees?
Please join us in this online chat on Tuesday, August 9 at noon ET. Follow #sm122 from your favorite Twitter client or simply go to our LIVE page at www.hashtagsocialmedia.com/live. The format will stay the same with the first question starting at noon and a new question coming every 20 minutes at 12:20 and 12:40.