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EVP Sales of MindTouch. Mark has advised many start ups including a social networking site that was sold to Barry Diller's IAC.  Before joining MindTouch, Mark led global sales efforts as an Executive Vice President for a publicly traded company, headed sales efforts for a technology division of AT Kearney and EDS, and served as Vice President of Sales and Marketing for a Singapore based corporation. Mark blogs at Seek Omega

3 responses to “Executives are Still Rejecting Social in the Enterprise”

  1. Chris Selland

    If social advocates can show those stubborn executives how to actually make money with social media, these problems will all go away.

    Want E2.0/SM to be adopted in your enterprise? Build a business case – with real money (not bullsh*t ‘metrics’ like ‘engagement’ and ‘buzz’).

    It’s really that simple. Unfortunately, thus far the Social Media industry has done a particularly lousy job of this. That needs to change.

  2. Robert Dempsey

    In order to get executives, who are typically numbers focused people, to even consider social technologies, we need to first identify major pain points, and then show how social solutions will help to not only remedy them, but turn them into revenue drivers. For instance, if customer service is horrible and people are talking very badly about your company on Twitter or Facebook, you need people monitoring those conversations and offering solutions. Internally, if employees are being asked to do more with less (i.e. people have been fired and everyone remaining has to make up for it in additional work, or “efficency”) then they need tools that help them get to the information they need faster, and then share that information with their coworkers.

    If you can’t make the business case, you can’t sell the solution.

  3. Mark Fidelman

    Chris and Robert, I agree with you both. The lack of use cases is troubling. The Adoption 2.0 council is starting to create a library of Enterprise 2.0 success stories, but we need more of them.