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@Michael -- the integration of social is the perfect opportunity to discuss integration on behalf of customers overall. Organizations have become complex over the years, and departments have grown apart, not intentionally, of course.

@Brian -- you will have the chance to look at issues and opportunities from different points of view, and that is always enriching.

@Suzanne -- indeed, to integrate social for the benefit of the whole organization involves everyone at various levels. Glad you made the jump into commenting.

Valeria

I have been a lurker for a while, but this post has brought me to the bright side of commenting here.

Social media has some businesses wanting to jump in based upon the pressure points you speak of. They are needing to solve and satisfy that pressure point and are too many times overlooking the different departments and their roles. Social media while marketing is an all department collaboration where in the past the advertising and marketing was limited to the marketing department.

This is a big change for companies as they try and wrap their arms around social media. The development of an internal strategy by simply talking to all departments is where it has to start.

Great advice here.

Evangelism is beginning to pay off behind the firewall at my end. We've begun to study the business needs as they relate to our HR/training activities in order to identify pressure points we might relieve through internal social practices.

From there, it's a matter of translating social components to democratize the flow of knowledge across and through the enterprise, empowering the individual and, if I have my druthers, providing meaningful value to both internal and external customers.

Thank you for the reminder to build in hooks with enterprise-wide scalability in mind, Valeria. Methinks there will be plenty of lunch dates this year. :)

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