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Social Media contributes – On the value of Relational Work

One of the most common forms of invisible work is ‘relational work‘ — all that effort we put into creating, sustaining and transforming relationships. This social, psychological, interpersonal, and emotional work is critical to our ability to contribute to the bottom line in an organization. …

Social Media brings into the light the invisible work that goes into nurturing, supporting, encouraging and facilitating the behavior of others.

Once we see this relational work, we can begin

To see the value of this work,
To see those who do so this work, and
To value those who do this work.


This is a great posting! Just had a discussion yesterday with my new manager. Some of my colleagues as Market Segment Managers do not see the value at all in doing Social Media. They doubt, that it contributes to the bottom line.

And yes, it is sometimes difficult to document the ROI, but the ROI s there. I could tell you a bunch of stories, where I developed valuable relationships for my company through Social Media. And we did generate business out of it. It is our job as Social Media evangelists to keep records of these leads.

Guys, business is becoming social, even for complex software products and hardware. People do talk about you. Perhaps not on Twitter or Facebook, but in some special interest forums. You better listen. You better respond. Or a certain moment you will be out of business. Business is already a Social Business.

P.S. And don’t tell my the ROI myth, that a sale is just coming out of one event, one direct mail piece or an e-mail newsletter. Selling is a process. Sales, Marketing and more people and departments do contribute. It is our mistake that we assign a deal (in the pipeline or a won deal) to one unique activity. This is simply not true. And for sure Social Media can contribute to the sales process.

Filed under: English language articles, Soziale Medien & "das Netz"

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... arbeitet in Communications bei Kyndrl Deutschland, dem weltweit führenden Anbieter zum Management kritischer IT-Infrastruktur. Den gelernten Journalisten hat seine Leidenschaft für das Schreiben, Beobachten, Kommentieren und den gepflegten Diskurs nie verlassen. Diese Passion lebt er u.a. in seinem privaten Blog StefanPfeiffer.Blog oder auch als Moderator von Liveformaten wie #9vor9 - Die Digitalthemen der Woche und Podcasts aus. Digitalisierung in Deutschland, die digitale Transformation in der Gesellschaft, in Unternehmen und Verwaltung oder die Zusammenarbeit am modernen Arbeitsplatz sind Themen, die in leidenschaftlich bewegen. Vor Kyndryl hat Pfeiffer in der IBM im Marketing in unterschiedlichen internationalen Rollen gearbeitet. Seine weiteren beruflichen Stationen waren FileNet und die MIS AG. Auf Twitter ist er als @DigitalNaiv „erreichbar“. 

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