Today’s online work environment demands a proficiency with digital tools and modern communication practices. From collaboration platforms to instant communications, never before has digital and technology been so important to individual and corporate efficiency and productivity.

The importance of interfacing with your employees, customers, partners and the marketplace in context of their digital journey is paramount. And in order to be effective in doing so, a level of digital decorum and competence is mandatory. Social business - or the practice of enabling more efficient, effective and additive online connections and interactions inside and outside your organization to drive performance - is an important part of the digital journey for both individuals and brands.

The five core elements of personal and/or corporate social business success are:

1. Having an activated, optimized, and current online identity.

2. Growing and deepening network connections as a matter of practice.

3. Becoming an original content creator - including written and video content - to become the best narrator of your brand story.

4. Developing audience, authority, reputation, and influence through goal setting and social media actions, behavior, and habits.

5. Making social business part of your communications practices just as you utilize in-person, phone, text, IM and other communication channels.

Social media has and will continue to evolve over time. Maintaining currency with social technologies, platforms, and best practices requires ongoing upskilling. Digital literacy and competency remain a needed area of focus and discipline for individuals and organizations to maintain competitiveness.

Creating and sharing relevant content, and helping your prospective and existing customers raise their brand awareness, will earn trusted relationships and influence. The value of focusing on others and sharing of your network will yield benefits in the short and long term. And intent counts more than technique.

Take Aways

• Individuals and organizations will experience social business change differently. Evaluate and manage through the lens of how effectively you and your team are understanding and embracing the change process.

• Ensure that your execution of the social vision and strategy isn't a discreet event with a beginning and end. The social business journey is the new normal and social business will eventually just become part of the way you communicate and operate.

• Be transparent and open about the evolution along the social journey. Sharing successes and challenges honesty is a great motivator to inspire others to embrace the new, innovative direction.