I got a chance to speak Friday at a great event in Copenhagen along with speakers from Berlingske, Denmark’s national daily newspaper, and Facebook. My topic was how companies can use social media, not just for marketing, but across their entire organization. We focus a lot on using social media for marketing and public relations (as well we should), but we should also be thinking about how to improve other functions in our organizations, such as product development, customer service, and more.
And, just like with social media marketing, the right place to start your social media usage for other purposes in the organization is with listening. You might use Google Alerts, if that works for you, but many organizations need more sophisticated listening tools and services to meet their needs. (Full disclosure: I serve as Chief Strategist at Converseon, which offers exactly those kinds of services.) You can download my slides on Social Media Across the Organization and check it out yourself.