Gartner Blog Network

Daphnis et Chloé and Social Media 3.0

by Michael Maoz  |  June 11, 2013  |  Comments Off on Daphnis et Chloé and Social Media 3.0

Yes it has been a while but there were too many research areas that required attention and my narrow bandwidth and almost obsessive need to focus on the task ahead left no time to just reflect. The heavy travel is over, and in ways it is refreshing to be on the road, meeting clients across the US, across Europe, and Asia. The view from California’s Silicon Valley (Maybe San Francisco to Cupertino) is mainly digital smog once you hit Central Europe, with patches of sunshine.

What does one hear once the ‘out there’ is right in front of you? That social media, surreptitious data gathering, spying on the young and unaware and old and unaware, on the homogenization of behaviour, of a future of drone-like responses from folks with their eyes and minds in a mobile device and jonesing when they aren’t able to – some list – kind of worries business leaders. They see their autonomy eroded already, but they are yet to see the value. Will all of the social media analysis translate into value for the enterprise through more loyalty, when every other business is doing the exact same thing? Will there ever be an elegant way to accommodate “Big Data” when they have not managed to tame “Little Data?”

Who will be in charge, and how will we keep the project threads from tangling, and how to prioritize, winnow, measure and advance social media projects for Marketing, Sales, eCommerce and Customer Service. These were the top questions that we encountered out there. Close behind were questions of: who will help us? Agencies? Consultancies? What software will we need? How do we create the budget? From IT or from Marketing or from somewhere else?

On a flight home from London last week I was summarizing the “Most heard questions about Social” and on my playlist popped in Ravel’s Daphnis et Chloé and I realized it would all be OK. Regardless of the trials that they encountered, through hard knocks and good fortune their great beauty was intact. As a natural optimist, the thought came: were this story written for technology and media in 2013 the story might end that they ended up with a kind of personal web, one that knew their intent and didn’t abuse or misuse their data.

Here is the question: what are your top three questions about your own enterprise use of Social Media? Customer facing or employee facing? I’ll let you know what I uncover…

Category: analytics-for-social-crm  applications  cio  crm  customer-centric-web  innovation-and-customer-experience  leadership  saas-and-cloud-computing  sales-force-automation  sfa  social-crm  social-networking  social-software  strategic-planning  

Michael Maoz
VP Distinguished Analyst
13 years at Gartner
26 years IT industry

Michael Maoz is a research vice president and distinguished analyst in Gartner Research. His research focuses on CRM and customer-centric Web strategies. Mr. Maoz is the research leader for both the customer service and support strategies area and customer-centric Web… Read Full Bio

Comments are closed

Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.