An organisation cannot become a social business without first, or at
least concurrently, becoming a digital business. Delegating digital
roles to untrained, unmotivated or unwilling staff does not make a digital business. This common
practice yields an inefficient retrofit rather than the transformation
required to compete in today's digital world.
Organisations must review their structure, capabilities
and resources allocated to all facets of digital integration across the
organisation. This ranges from strategy, to development and production,
brand, content, and creative, data, analytics, and CRM, media, mobile
and social. Redesigning the organisation structure and processes and the change
management associated with shifting the corporate culture to adopt to
the connected and empowered consumer is an essential step in the
evolution of today's businesses. Look upon it as developing a basic digital
operating system for your organisation.
