Larry BraunerThere were so many fine speakers at Social Convergence and the Enterprise: Case Studies and Roundtables, hosted by the Business Development Institute, that I didn’t come away with any one favorite. However, I did especially enjoy the fast-paced and data-filled keynote of Brian Kenny, CMCO of the Harvard Business School.

Brian discussed enterprise social media convergence at HBS and presented three other enterprise social media case studies, those of NASA, Intuit and Threadless. He also discussed the state of social media and the direction in which social media is heading.

Rather than attempt to summarize Brian’s keynote speech, which would be too difficult an undertaking, I’ll share with you a few of the points he made that were takeaways for me:

  • The Facebook, Twitter and YouTube social media sites are all experiencing tremendous growth, however, it’s Mobile that’s truly exploding with 6B mobile apps to be downloaded in 2010.
  • Mobile is the platform of the future. The iPhone is the smartphone of choice, at least at HBS where the iPhone is the de facto standard.
  • We can’t connect via social media unless we understand the sociology of social media, which is different from the sociology of traditional media.
  • Twitter is the preferred social medium among Forbes Fortune 100 companies.
  • Social media enables the enterprise to create communities, leverage existing ones, accelerate message distribution and collect research data via crowdsourcing.
  • It’s the marketing function that’s leading the social media revolution.
  • The three dimensions of enterprise social media convergence are across functions, audiences and platforms.

There’s no longer any time for your enterprise to sit on the social media fence, and social media marketing late adopters beware!

Larry BraunerI’m going to be a roundtable moderator on Wednesday at Social Convergence and the Enterprise: Case Studies and Roundtables in New York City.

My topic is: “How Should the Enterprise Be Integrated on Facebook, Twitter, LinkedIn and Other Social Sites?”

In preparation for the event, here are ten ways to integrate and enhance enterprise social media:

  1. Legal Department – Engage your legal people in the social media process. Explain your objectives to them, so that they can help you attain them in a compliant manner.
  2. Employee Guidelines – Establish written social media policies and procedures for employees.
  3. Using Email – Use email to communicate privately; for public communication with employees, use the company website or blog. Don’t use Facebook or Twitter. Where you possess email addresses for a group of people, such as employees or the media, use email instead of social media because it’s more direct and reaches a higher percentage of people.
  4. LinkedIn – All managers who interact with the public should have LinkedIn professional profiles that let their publics contact them without the intervention of gatekeepers.
  5. Social Networks – Internal social networks and wikis can be used to foster teamwork; private external social networks can be used to create community among clients; public social networks, which foster a sense of community, are sometimes appropriate for interacting with customers.
  6. Linking Out – Build relationships by linking to articles by thought leaders in your industry — even those of your competitors, if feasible. It will help you increase the authority of your websites without relying on buying links.
  7. Your Blog – Only your corporate blog — not social media sites — can support comprehensive enterprise social media integration. It’s under your control and can be divided into individual sections, each of which communicates with a unique stakeholder group.
  8. Content - To maximize stickiness on your blog, consider writing regular articles featuring employees, customers, new products, breaking news, etc. Use videos and pictures on your blog to supplement text. Make sure all videos are branded to your company, because they’ll hopefully spread virally throughout the web.
  9. Facebook and TwitterFB and Twitter are well-suited to marketing and CRM and may also be effectively used to support investor and media relations. It may be helpful to have more than one Facebook page or Twitter account, with each targeted to a different group of stakeholders.
  10. Real People – Let real identifiable people represent your company. People relate better to people than they relate to abstract entities like companies.

Social Convergence and the Enterprise will be hosted by the Business Development Institute and New York University in order to discuss the adoption and the integration of social media across the enterprise.

I believe that a few places are still available for this exciting event.