Brian Solis has written an interesting post on brand dashboards.
Organizations must have an infrastructure in place to support a clear and present path that channels insight from the outside to the center and back out again as we earn relevance, trust, and loyalty among influencers, customers, peers, and prospects. Defining a workflow that unites brand representatives to streamline the system for identification, prioritization, assignment, and follow up of important instances will ensure structure and organization around a formal process. A workflow also connects ideas and trends to change agents, product architects, and decision makers and those who can transform words into action. It’s how businesses will survive this ongoing (r)evolution of Social Darwinism.
We see this as another validation of our philosophy and approach which emphasizes the role of collaboration in organizations to solve social business problems and to turn it into a valuable asset. Clearly the focus has moved on from “access to information” to “managing the information”. Of course, workflow is important to help manage all the information.
Monitoring keywords across various departments is only part of the equation. Measuring activity that hits designated landing pages completes the chain of connectedness. All experiences must have a beginning and an end and if we’re not providing direction that leads to decisive action, then we essentially send our prospects from a very interactive and dynamic environment to a static dead-end