Early efforts in Social CRM too / platform enablements have been focused on the individual:
- Capturing Social activity and informing network value calculation through it
- Identification of behavioral characteristics (connector, maven. Etc.)
- Facilitating two way communication through Social Channels
- Etc.
This is great progress but I think we are yet to see one key aspect of Social CRM; the group as the unit of focus...
There is plenty of academia research on the topic; we behave in different ways as members of a group as we do as individuals.. and these behavioral characteristics change from one group to another (our work, our family, our church, our sport communities).
What are the platform / tool capabilities that will allow us to work with groups as social units and "affect" their behavior by introducing members (i.e. advocates), information (support? Offers?), shared purpose (challenges? Causes?).
What do you think?
Filiberto Selvas