As companies begin to integrate social media practices into their day-to-day business, they undergo a pronounced cultural transformation, writes Edelman Digital Vice President Michael Brito. Watch for an uptick in collaborative teamwork, the demolition of institutional-knowledge silos, renewed interest in customer-focused workflows and an increased use of community-based internal communications. "These indicators will help business leaders assess their own organizations and start thinking about humanizing their operations in order to more effectively engage with the social customer," Brito wrote.

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