Great article on the process of integrating social into the business.
Learning To Fly: The Four Stages of Social Business
Time to talk about social business planning again. My mother always told me, you have to “walk before you run” and as it turns out, the same is true for organizations looking to move from social media as a set of un-connected, chaotic collection of skunk work initiatives to a coordinated and purposeful initiative that works through the entire organization. Of course, this will take time—years most likely. But it’s inevitable in my estimation. As I’ve said before—the end game is integration. The above chart is generic—it can be applied to some organizations (especially large ones with a global footprint). If your company wants to learn to fly and integrate a social “layer” into everything you do here are a few thoughts as you plot your own roadmap: