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Social Business: Finally Here?

I very much enjoyed today's "Awareness Exploring Social Media Business Summit," but not for the reasons I thought I would.

The event was an excellent overview of how far we've come. According to Jeremiah Owyang, the opening speaker, 71% of businesses have had some form of social media program in place for more than a year (his slide deck from the program is below).

The event was also an excellent illustration of how far we have yet to go. When I saw the phrase "Social Media Business" I thought there would be more exploration of how social is moving beyond the marketing department. The Altimeter Group itself shared some interesting survey results on social's expansion into other departments back in June (see below), but the focus of today's program stayed very much in the marketing department.

Departments where Formalized Customer Facing Efforts Occur

That's definitely not a bad thing -- there is plenty of work left to do when it comes to realizing the full potential of social media marketing. And as a PR guy, I should be happy about where we are. But so much of my success as a PR pro is dependent on the quality and reputation of the company or product I'm promoting -- and that can only be helped by involving more than just the marketing department.

Those of you interested in continuing the conversation outside the marketing department should tune in to Tuesday's Social Product Innovation Summit and SPIKE Awards event, being sponsored by the Social Media Club and Fresh Ground client Kalypso, among others. The free virtual program starts at 11am and runs through 3pm -- sign up at http://www.spikesummit.com/, even if you can only make part of the program!

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Five Years of Social

What did we do before Facebook? Before Twitter? Before most of what we think of as social media and smart phones and all of today's connected technologies existed?

Five years ago, much of what we think of today as social media was either in its early days or still stuck on a whiteboard somewhere.

Five years ago, we felt the same pain that we do today. We felt overwhelmed by new media (there were millions of blogs in 2006). Our filters sucked only slightly more than they do today.

Five years ago, I had the honor of being there, at least in a virtual sense, for the first meeting of the Social Media Club, or at least the meeting that started it all. Chris Heuer and Kristie Wells sat down with Todd Defren, Brian Solis, Sally Falkow, Tom Abate, Seth Mazow, Tom Foremski, Mark Nowlan, Jen McClure, Pat Meier-Johnson, Russell JohnsonShannon Clark, Lisa Chung, myself and (also virtually) Jason Baptiste to talk about the changes that social media was bringing.

In November of that same year, a group of about 100 of us teamed up with the Society for New Communications Research and hosted our first Boston meeting of the club. Jen was there, as well as Chris Heuer, and we were joined by a great group of Boston folks, including the following folks who really helped get the word out and share their thoughts: Adam Weiss, Adam Zand, Alison Raymond, Amanda Watlington, Barbara Rudolph, Brian Cavoli, Bryan Person, Chuck Hester, David Meerman Scott, Doug Haslam, Geoff Livingston, Mike Spataro, Paula Slotkin, Scott Monty, Susan Koutalakis, Tom Francoeur, Tony Sapienza and many others who you'll recognize in the photos below.

In the five years that have transpired since then, so much has happened. There's a great blog post on some of the milestones, and this great infographic from JESS3:

Social Media Club, The First Five Years

Here are some thoughts from Social Media Club Founder Chris Heuer on our 5th anniversary:

I'll share my own thoughts on our 5th anniversary at our November 8th "Evolution of Social Business" event at IBM. I hope you'll join me for that!

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