Mark McDonald

A member of the Gartner Blog Network

Entries Categorized as 'Social Media'


Social media versus knowledge management

by Mark P. McDonald  |  May 9, 2013  |  13 Comments

What’s the difference between the two? On the surface they sound very similar, particularly for someone who had had experience with knowledge management.  Both involve people using technology to access information.  Both require individuals to create information that is intended for sharing.  Both technologies profess support for collaboration.  But as Monty Python might say: If [...]

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Category: Social Media Social Organization Technology web 2.0     Tags: , ,

What does it take for Executives to get behind social media?

by Mark P. McDonald  |  December 3, 2012  |  9 Comments

“Why would I allow the inmates to run the facility?” was the response I received from one executive while discussing social media.  While this reaction is a bit blunt, its true that executives are skeptical of social media.  They have good reasons, particularly when advocates describe social media technology as creative, collaborative, dynamic, open ended, [...]

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Category: Management Social Media Social Organization     Tags: , , ,

Beyond Social Media Marketing, Part 3

by Mark P. McDonald  |  November 30, 2012  |  2 Comments

In two prior posts, Part 1 and Part 2, I discussed the role of social media beyond its application in marketing.  This third installment connects some thinking on how social media can change the nature of products and services and social media technology’s role in a full customer experience. Social Media Technology, Marketing and Advertising [...]

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Category: Social Media Social Organization Technology     Tags: , , ,

A Social Organization means business

by Mark P. McDonald  |  November 13, 2012  |  2 Comments

A few people have asked me about the applicability of the social organization to business.  They are of the opinion that anything with the moniker ‘social’ is associated with societal or ‘soft’ issues  rather than solving real business problems. When I asked why, they mention that the many of the examples of social media involve [...]

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Category: Leadership Social Media Social Organization     Tags: , , , ,

Beyond Social Media Marketing, Part 2

by Mark P. McDonald  |  September 13, 2012  |  5 Comments

A prior post on this blog sought to make the case that its time to think about social media marketing beyond ideas of generating attention or likes.  This posts introduces a framework for thinking about social media marketing in the broader context of the customer experience. Seeing the potential of social media technology beyond marketing [...]

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Category: Customer Experience marketing Social Media Social Organization     Tags: , , , , ,

Beyond social media marketing, Part 1

by Mark P. McDonald  |  September 10, 2012  |  5 Comments

Social media and marketing gets all the attention.  Ask business leaders about social media and often they will speak about its use at a technology for customer communications, marketing and sales. Early posts on this blog discussed the need for social media technology to go beyond marketing applications.  Extending the use of social media technology [...]

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Category: Customer Experience marketing Social Media Social Organization     Tags: , , , ,

Olympics 2.0 or the social games

by Mark P. McDonald  |  July 27, 2012  |  1 Comment

Tomorrow the 30th Olympiad begins in London. These are the ‘triple X’ games. They could also be called Olympics 2.0 given the enhanced use of social media by everyone and for everything.  This year social media is more prevalent and powerful than every. Four years ago, at the Beijing games, Facebook was just about a [...]

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Category: Social Media Social Organization     Tags: ,

Frustrated by chain email? You just found an opportunity for social media collaboration.

by Mark P. McDonald  |  July 23, 2012  |  5 Comments

Chain email, we get them, sometimes we even add them but we are all confounded as they clog up our accounts.  Recently my email account has been bombarded with several of these chain emails. So while I was mass deleting the chain, I wondered what was really going on. What is all the energy behind [...]

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Category: Social Media Social Organization     Tags: , , ,

Executives should leverage relationships not authority when participating in social media

by Mark P. McDonald  |  June 18, 2012  |  1 Comment

What is the role of senior executives in social media?  It’s a question that many ask as Anthony Bradley and myself have talked to then about our book, The Social Organization.  It’s a fair question and the answer is often little to none. The “Executives Keep Out!!” sign hangs in front of many collaborative communities [...]

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Category: Social Media Social Organization     Tags: , , ,

Social media is revolutionary, but it has a missing middle

by Mark P. McDonald  |  June 11, 2012  |  3 Comments

Social media is literally revolutionary, as we have seen in Tunisia or Egypt and figuratively in our daily lives. Creating environments where individuals to come together, share information and coordinate their activities leads to mass collaboration — a term advanced by Gartner Colleague Anthony Bradley. The ability of social media to bring people together to [...]

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Category: Social Media Social Organization Virtualization     Tags: , , ,