The David Armano Model of Social Business
David Armano is one of the leading thinkers in how the modern business can become more social in terms of interaction. His model of internal v external is certainly very interesting. My view on the internal v external interaction is this:
A business can not become social unless the internal co-ordination is right and the business is already operating socially itself. Internal, therefore, drives external. Although the external technologies are an influencer for the way we should now behave, we can only determine the way the company acts by looking at who or what makes the company integral to the community. Think about, if I as a marketeer go off and engage in social media like Facebook, Twitter, LinkedIn, yet internally we aren’t sharing, propagating or acting socially, there will be an obvious disconnect between how the customer interacts with marketing and how the customer interacts with the rest of the company.
Anyway, David’s model is below and a really good starting point. Keep an eye out for various models being discussed. Input and empirical & experiential case studies or POVs welcome.