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Executive Report - By Thomas Baekdal - October 2012

The Ins and Outs of Social Media at Enterprise Scale

Enterprises have a huge advantage over smaller businesses when it comes to managing, and optimizing social results. But your actual social activity has to happen locally.

It seems like such a simple question; how do you do social media at enterprise scale? How do you do it for a company with several thousand employees and with many different brands?

But before we get to that, let me ask you: How do you sell your products to individuals, at enterprise scale?

The answer of course is that you don't. No consumer has ever bought 'an enterprise'. If you are a huge company like Proctor and Gamble, no one will ever be interested in the company as a whole. You cannot sell your products to consumers at scale.

Instead, most enterprises disconnect themselves from their real market, focusing instead on selling their collection of products to retailers. The retailers then distribute to thousands of stores, who in turn sell to the consumers.

Enterprises are not actually in touch with the ones who use their products, they are connected with other businesses, who are connected to other businesses, who are connected with the consumers.

Then, when you feel the pressure to increase your market share, you create a commercial. And what do you advertise? No, not the enterprise itself. Instead, you select a very specific product, which you know will appeal directly to consumers.

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Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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