--- title: Social business beyond just the marketing department image: https://www.davidmeermanscott.com/hs-fs/file-1604223922-jpg/blog-files/6a00d83451f23a69e20120a91609aa970b-200wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2010/03/social-business-beyond-just-the-marketing-department.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Social business beyond just the marketing department March 8th, 2010 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1604223922-jpg/blog-files/6a00d83451f23a69e20120a91609aa970b-200wi.jpg?width=200&height=178&name=6a00d83451f23a69e20120a91609aa970b-200wi.jpg) [![Keyboard with social](https://www.davidmeermanscott.com/hs-fs/file-1604223922-jpg/blog-files/6a00d83451f23a69e20120a91609aa970b-200wi.jpg)](http://freshspot.typepad.com/.a/6a00d83451f23a69e20120a91609aa970b-pi) I've been thinking a lot about how organizations extend the use of social networking beyond the marketing department. You've probably thought about this too or are even implementing it at your company. **It seems there are three phases of development as an organization matures its social business:** **1) **[Fear](https://www.webinknow.com/2009/08/fear.html) and distrust of social networking and a culture of [saying “no” ](https://www.webinknow.com/2008/06/facebook-and-yo.html)to tools like Facebook, YouTube, and Twitter. I’d say this is where 25% of companies are right now. **2) **Putting a few people in the marketing department “in charge of that social stuff.” This is where more than half of companies are today. **3) **Developing a social culture throughout the organization, including social business in each department. Less than 25% of companies have matured to this stage. [IBM](https://www.webinknow.com/2007/06/ibm_blogging_gu.html) is there. The [U.S. Department of Defense](https://www.webinknow.com/2010/02/us-department-of-defense-releases-official-policy-on-social-media.html) is too. **Many others have written on this theme. ** Just this weekend, I found these posts: Jeff Bullas asks: [Who Is Winning At Social Media Marketing: Ford or General Motors?](http://jeffbullas.com/2010/03/07/who-is-winning-at-social-media-marketing-ford-or-general-motors/) Jeff talks about how Christopher Barger at GM and Scott Monty at Ford are leading the way in social media. I’ve travelled to Detroit to meet with both and have video interviews with [Christopher](https://www.webinknow.com/2009/09/christopher-barger-on-social-media-communications-at-gm.html) and [Scott](https://www.webinknow.com/2009/05/scott-monty-of-ford-motor-company-discusses-social-media.html). I can say with certainty that both of GM and Ford are pushing social business down into the organization. Also writing on this theme is Peter Kane who asks: [Why You Don't Need Your Communications Team?](http://petertkane.com/the-new-rules-of-communications) Peter asks who's important on the communication front? Customer service representatives? Sales departments? The $10 per hour worker on my floors? Peter answers his own question by stating the obvious: All are. All are new marketers. [![Sxsw2010](https://www.davidmeermanscott.com/hs-fs/file-1604223937-jpg/blog-files/6a00d83451f23a69e201310f7c87e0970c-200wi.jpg)](http://freshspot.typepad.com/.a/6a00d83451f23a69e201310f7c87e0970c-pi) I'll be exploring this theme at South-by-Southwest next week when I lead the [Future15 panel on social business](http://sxsw.com/node/4007). It is scheduled for 11:00 AM Austin time on Tuesday March 16. If you’re at SXSW please stop by the discussion. If not, watch the [#SXSW](http://search.twitter.com/search?q=%23sxsw) hashtag then. Each Future15 session consists of a two-hour block of time focused on one particular theme The theme of the session I am leading is Social Business and presenting with me, each for 15 minutes, will be: **1) Marketing goes social ** David Meerman Scott, The New Rules of Marketing & PR **3) Customer service goes social** Melanie Baker, PostRank **4) Hiring and recruitment goes social** Jeff Berger, KODA **5) Workplace Collaboration goes social** Nilofer Merchant, Rubicon **6) Outsourcing goes social** Bert Dumars, Newell Rubbermaid **7) Q&A session with entire group. ** *What do you think about social business?* Image: Shutterstock / stevanovic.igor [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Social Media ](https://www.davidmeermanscott.com/blog/topic/social-media) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Artemis%20earthset.jpg?width=5568&height=3712&name=Artemis%20earthset.jpg) ### Nasa’s Artemis II Lunar Mission: A PR Triumph for the USA April 11th, 2026|1 min read ](https://www.davidmeermanscott.com/blog/nasas-artemis-ii-lunar-mission-a-pr-triumph-for-the-usa) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Moltbook.jpg?width=1536&height=1024&name=Moltbook.jpg) ### Moltbook: A Social Network for AI Agents Where Humans Can Only Watch February 3rd, 2026|1 min read ](https://www.davidmeermanscott.com/blog/moltbook-a-social-network-for-ai-agents-where-humans-can-only-watch) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Screenshot%202025-10-29%20at%2010.27.19%20AM.png?width=835&height=466&name=Screenshot%202025-10-29%20at%2010.27.19%20AM.png) ### Don’t Fly Wizzness Class Video from Dave Carroll October 29th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/dont-fly-wizzness-class-video-from-dave-carroll) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Chef%20Todd%20Edwards.jpg?width=1500&height=1010&name=Chef%20Todd%20Edwards.jpg) ### Pulling Back the Curtain to Show What Happens Behind-the-Scenes October 15th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/pulling-back-the-curtain-to-show-what-happens-behind-the-scenes) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/DMS%20BM%20hybrid%202004.jpg?width=1432&height=966&name=DMS%20BM%20hybrid%202004.jpg) ### The Fandom Playbook: My New Book and Companion AI Chatbot September 24th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/the-fandom-playbook-my-new-book-and-companion-ai-chatbot) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Stefano%20Paciotti.jpg?width=1500&height=1084&name=Stefano%20Paciotti.jpg) ### The Ham Whisperer of Rome: How Stefano’s Honest Videos Won the World’s Heart June 24th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/the-ham-whisperer-of-rome-how-stefanos-honest-videos-won-the-worlds-heart) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/LinkedIn%20comments.jpg?width=1114&height=737&name=LinkedIn%20comments.jpg) ### Comments Are the Key to LinkedIn Engagement January 29th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/comments-are-the-key-to-linkedin-engagement) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Kolkata%20Chai%20Ani%20and%20Ayan.jpg?width=1236&height=858&name=Kolkata%20Chai%20Ani%20and%20Ayan.jpg) ### Brewing Authenticity: How Kolkata Chai Co. 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