Enterprise 2.0 and Social CRM: A Match Made in Heaven?

Disclosure: Last week, I attended the Enterprise 2.0 Conference , Boston, MA, on a free press pass, which covered the pre-conference workshops on Monday, as well as the full three-day conference, held June 21 – June 23, 2011, at the Hynes Convention Center.

I’m still reviewing the numerous presentation slides and additional commentary, available from, or spinning off from, the Enterprise 2.0 Conference, held last week in Boston.

The official attendee reception, “CRM at the Social Crossroads: Dinner with Paul Greenberg,” related especially well to this blog’s themes, as it explored the convergence of Enterprise 2.0 with Social CRM.

The Difference between Enterprise 2.0 and Social CRM

At the E 2.0 attendee dinner (sponsored by BroadVision), Greenberg, a CRM expert and author of CRM at the Speed of Light, offered his distinction between Enterprise 2.0 and Social CRM.

Enterprise 2.0 involves all “the internal collaboration and discussion in service of greater customer insight, including segments, intelligence to better understand customers, and improved processes,” Greenberg explained.

Social CRM, on the other hand, is “a customer’s engagement with the company’s products, services, tools, and experiences,” he noted.

Internal Transformation as Important as External

Together, Enterprise 2.0 and Social CRM make up “Social Business,” which,Greenberg described as “greater than the sum of its parts:”

When combined in a way that there is a whole greater than the sum of its parts – it is what is now being called “social business” and in a few years will be called “business,” the same way “social CRM” will be “CRM.”

What makes social business greater than the sum of its parts is also why it needs both parts to work seamlessly inside out and outside in. Customers and the need to acquire and retain customers are driving it.

What Happens without the Internal Culture in Place

In his talk at the E20 dinner, Greenberg asserted that for social CRM to be successful, the internal culture must be in place.

To illustrate his point, he mentioned Comcast Cares, a real-time customer service channel, which Frank Eliason successfully spearheaded on Twitter. However, Greenberg observed, Comcast viewed (and funded) Comcast Cares as a public relations promotion–not as a fundamentally different way of engaging with customers, across all parts of the organization.

Greenberg warns that without the accompanying internal transformation, the initiative is more of short-term tactical success than a long-term strategic solution.

A Call for Transformation

‘Til now, I’ve been exploring convergence mainly as a metaphor for a whole-brained approach to creativity and leadership. In a more specific way, I’ve been examining approaches to content convergence, in my role as a technical communicator.

Transformation continues to be an important objective for me, both personally and professionally.

That’s why, listening to Greenberg describe the ongoing need for transformation in large enterprises–and his belief that both Enterprise 2.0 and Social CRM processes must work in tandem–really felt a lot like coming home for me.

Which Comes First? The Chicken or the Egg?

Again and again, I see analysts in the social media space debate which comes first or is more important–Enterprise 2.0 or Social CRM–including all the processes which extend from each. Moderator Richard Hughes from BroadVision posed this question to Greenberg, in the familiar “chicken or the egg” format.

I loved the way Hughes posed the question because it highlights to me the somewhat futile nature of the question. My feeling is the answer of which comes first doesn’t matter so much as the need to have both sides of the equation working together, as Greenberg expressed in the ZDNet article, “…the inside out and the outside in. The back office and the customer-facing. The internal and the external…:”

[What’s] apparent is that Social CRM and E20 are now married, for better or for worse, in sickness and in health and are combining into a coherent whole that is being labeled “social business.”

Your thoughts? Are Social CRM and E20 a match made in heaven? Do you agree that they need to work in tandem?

Comment, 6/14/22:

On Which Comes First, in 2022: Here are some links, about upcoming bipartisan legislation, under draft review, to strengthen data privacy. Though I am catching up on quite a lot of missed time, in the world of technology, even my more lay impression, these days, indicates a shift toward greater privacy. These links are not endorsements, but are what I’m reading right now, to try to come up-to-speed, on the latest technology trends, and a better reflection, than my 2011 blog post, of current discussions. I also include links from some of my prior go-to-sources, which again, are not endorsements, but reflect the discussion, going on, right now, and where I am starting to catch up. As the STC Intercom article notes, the Internet is a changed place, since in 2020 “organizations across the world were breached by the SolarWinds cyberattack” (Coreil, 2021). Here’s why this is a very big deal:

Over 18,000 of the 300,000-plus SolarWinds customers of network software were affected, including the United States (U.S.) Treasury and U.S. Commerce Department, National Institute of Health, State Department, and Department of Homeland Security, as of the writing of this article (Jankowicz and Davis, 2020). The need for organizations to clearly communicate cybersecurity threats, analyses, and cybersecurity concepts in a meaningful way is critical, now more than ever, to facilitate knowledge sharing across industries, governments, and borders.

Coreil, A. (2021, July 21). Technical Communication & Cybersecurity. https://Www.Stc.Org/Intercom. Retrieved June 15, 2022, from https://www.stc.org/intercom/2021/07/technical-communication-cybersecurity/

Be careful out there!

Related Links

Here is an additional resource, from a nonprofit global information privacy community and resource, which I started following on LinkedIn, during the last year or so. As of 6 / 2022, the site describes the differences, between privacy and security, and helps clarify for me, some of the issues I encountered, writing this blog, trying to bring folks from very diverse professional backgrounds, together. The IAPP defines privacy and security as related, but not the same concepts.

International Association of Privacy Professionals, What does privacy mean?

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Digital Self Defense: Staying Safe Online

Working through a backlog of Society for Technical Communication (STC) Intercom issues, I came across a helpful article by Ben Woelk, “Digital Self Defense for Technical Communicators,” in the Nov. 2010 issue (PDF version, available here).

According to Woelk, an AOL study found a few years back that almost 85% of home computers were either not up to date, or not running antivirus software.

As part of Digital Self Defense classes offered to faculty and staff at the Rochester Institute of Technology (RIT), Woelk offers great tips on how to stay safe online.

Though in most cases, I’m preaching here to the choir, there still may be  the occasional distracted or unsuspecting soul, who might benefit from Woelk’s reminders
(pp. 7 – 9):

  1. Install antivirus software (such as Norton or McAfee) and enable automatic updates.
  2. Install anti-spyware. (Examples: Spybot Search & Destroy, Microsoft Defender, and Ad-Aware)
  3. Use a firewall. (“The Windows and Macintosh operating systems currently include a firewall. However, they may not be enabled by default. Ensure that the firewall is enabled,” Woelk advises.)
  4. For Windows XP users, use an account with limited privileges. (According to Woelk, “Newer MacIntosh and Windows 7 computers (and the much maligned Windows Vista) force you to authorize program installations, limiting the ability of malware to install itself on your computer.)”
  5. For social networking users: Apply privacy settings, don’t post personal information online, be wary of others, and set up Google alerts, for your name.

Information Junkies: Beware

As an aside, wearing that technical writer’s hat again, I might caution would-be-customers who are surfing online to remember that rarely in life is anything completely for free, especially in the marketplace.

To the information junkies out there, think about that next online form you complete, or file you download. How well do you know–and trust–the online provider?

Additional Tips: Deleting Webpage History

To disable cookies that record your online browsing behavior, it can’t hurt to delete your webpage history, or to clear your cache, after each browsing session.

Using InPrivate Browsing

For the greatest privacy, In Private Browsing helps prevent Internet Explorer 8 from storing data about your browsing session, including cookies, temporary Internet files, history, and other data. Toolbars and extensions are disabled, by default.

Avoiding Phishing Attacks

Finally, to avoid phishing attacks, never provide your password in e-mail requests. Phishers often gain sensitive credentials this way, by masquerading as reputable organizations.

Your Tips?

Do you have any additional security advice, not covered here? Please feel free to add your best karate moves in the comments, for staying safe online and protecting privacy.

Incidentally, or perhaps most importantly, is giving away personal information to the marketplace, ever worth it? In what scenarios? What are the trade-offs?


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Contacting the Author: Content for a Convergent World – Peg Mulligan’s Blog

Gone Phishing: How to Protect Yourself on Social Networks

According to a recent report by IT security and data protection firm Sophos, companies are reporting  an alarming rise in attacks on users of social networks, such as Facebook and Twitter, by cybercriminals. One form of attack, known as phishing, is up from 21% in April 2009, to 30%, in Dec 2009.

What’s Phishing?

Phishing is an example of social engineering, often accomplished through e-mail, but increasingly also through social networks, like Facebook, Twitter, and LinkedIn. Through messages that appear to come from well-known and trustworthy Web sites, cybercriminals often trick unsuspecting recipients into providing sensitive information. These messages include links to fraudulent sites, which are set up to look legitimate.

Who Is Most At Risk?

According to SearchSecurity.com, Web sites that are frequently spoofed by phishers include PayPal, eBay, MSN, Yahoo, BestBuy, and America Online. By diverting traffic to fraudulent sites, ComputerWorld’s Dan Tynan explains that phishers “might collect a few pennies from the [fraudulent] site owner for each visitor, or the site could do a drive-by install of malware and absorb your machine into a bot network.” Inadvertently revealing your credentials to a phishing site also puts you at risk for identity theft, or when it happens at work, jeopardizes your company’s information security.

In Boom in URL Shorteners Equals Boom in Malware and Spyware, Andrew Wee reports that the use of shortened URLs on social networks is another way for phishing attacks to increasingly occur.

Enterprising (or dastardly, depending on your point of view) URL shortener marketers have resorted to coupling linkbait-style snippets with links to malware sites. Clicking on a link can send the user to a page where malware, a trojan, or a virus is installed on the user’s computer.

According to Wee, the best (from the phishers’ perspective) and worst (from victims’ perspective) part of the deal is “the user unleashing this worm across their social network might have no idea of the havoc they’ve unleashed. That is, until they receive a torrent of angry wall posts and messages from their former friends.”

How to Stay Safe Online

For ways to avoid phishing and stay safe online, make sure to review the Internet Fraud Tips from the National  Consumers League’s Internet Fraud Watch.

The sections below provide more guidelines from Facebook, Twitter, and LinkedIn, which are especially susceptible to phishing, through the use of URL shortner links. When you click on one of these shortened links, there’s no telling where the destination is.

Personally, I think twice these days, before clicking on links, from untrusted sources, and I rarely retweet a link on Twitter, or post one to Facebook or LinkedIn, without first verifying its destination.

How to Protect Yourself on Twitter

According to the Twitter blog, phishers “send out emails resembling those you might receive from Twitter if you get email notifications of your Direct Messages.”

The email says something like, “hey! check out this funny blog about you…” and provides a link. That link redirects to a site masquerading as the Twitter front page. Look closely at the URL field, if it has another domain besides Twitter but looks exactly like our page, then it’s a fraud and you should not sign in.

If you click the link and give your Twitter password to the phishing site, it’s possible for the phisher to send out direct messages on your behalf which could trick your followers. In these cases, Twitter proactively resets the passwords of the accounts.

So, if you find yourself unable to login to your account with your username and password, please use the reset password link to regain access. This will send an email to the address associated with your account, and you’ll be able to create a new password.

How to Protect Yourself on Facebook

Ryan McGeehan, at the Facebook blog, provides these tips to protect yourself against phishing:

  • Use an up-to-date browser that features an anti-phishing black list. Some examples include Internet Explorer 8 or Firefox 3.0.10.
  • Use unique logins and passwords for each of the websites you use.
  • Check to see that you’re logging in from a legitimate Facebook page with the facebook.com domain.
  • Be cautious of any message, post or link you find on Facebook that looks suspicious or requires an additional login.
  • Become a fan of the Facebook Security Page for more updates on new threats as well as helpful information on how to protect yourself online.

How to Protect Yourself on LinkedIn

At the LinkedIn blog, Mario Sundar provides these basic member security and privacy guidelines to keep you safe:

  • Review your current LinkedIn Account & Settings. From there you can identify what information you’ve set that is private (only to your connections) and what is public.
  • Connect with only those you know and would trust because these are the people you will seek advice from and request a recommendation about your quality of work.
  • Keep your password secure and log out of your account when you are done (especially if you’re accessing your account from a public computer).
  • Always have at least one other email address assigned to your account should you lose access to the primary email address.
  • Ensure your computer’s security software is up to date.
  • Most importantly, don’t click on a link you don’t trust. (If it feels suspicious…it probably is.)

Related Links

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