David Alston of Radian6 stopped by yesterday and commented on this post.
This video is a detailed explanation of my views on Social Media, Brand Monitoring, and operationalizing and scaling those things in companies.
http://vimeo.com/moogaloop.swf?clip_id=2576062&server=vimeo.com&show_title=0&show_byline=0&show_portrait=0&color=8f3b55&fullscreen=1
Video Blog 12-19-2008 | The question of Scale & Social Media for Brand Managment from Brian Roy on Vimeo.
Brian Roy 
Hey there Brian,You bring up many of the same points I often do for sure. I agree many companies that already totally succeed at customer service easily extend that same culture into the social media channel, like Zappos. Though, I also think though that the transformation can come from the outside in as well as long as it's backed strongly by the senior leadership of the company and recognized as a strategy.I agree that scaling to reach the level's you mentioned to handle all of the “social media calls” will certainly not be easy, but I think, like with contact centers, it is achievable in the near-to-mid term. Radian6 is certainly trying to move the needle on this with it's workflow features within our platform, in use at Dell and other F500 companies. And while these teams are certainly not in the thousands yet they are growing and we plan to innovate, adapt and grow with them – adding the necessary features. Maybe I'm just an optimist but I think as the need for scale grows the industry will find ways to meet the needs.Just some thoughts to add to your very thoughtful video. Thanks for continuing the discussion, it's a great one to have for sure.Happy holidays.David
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Hey there Brian,You bring up many of the same points I often do for sure. I agree many companies that already totally succeed at customer service easily extend that same culture into the social media channel, like Zappos. Though, I also think though that the transformation can come from the outside in as well as long as it's backed strongly by the senior leadership of the company and recognized as a strategy.I agree that scaling to reach the level's you mentioned to handle all of the “social media calls” will certainly not be easy, but I think, like with contact centers, it is achievable in the near-to-mid term. Radian6 is certainly trying to move the needle on this with it's workflow features within our platform, in use at Dell and other F500 companies. And while these teams are certainly not in the thousands yet they are growing and we plan to innovate, adapt and grow with them – adding the necessary features. Maybe I'm just an optimist but I think as the need for scale grows the industry will find ways to meet the needs.Just some thoughts to add to your very thoughtful video. Thanks for continuing the discussion, it's a great one to have for sure.Happy holidays.David
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Hey there Brian,You bring up many of the same points I often do for sure. I agree many companies that already totally succeed at customer service easily extend that same culture into the social media channel, like Zappos. Though, I also think though that the transformation can come from the outside in as well as long as it's backed strongly by the senior leadership of the company and recognized as a strategy.I agree that scaling to reach the level's you mentioned to handle all of the “social media calls” will certainly not be easy, but I think, like with contact centers, it is achievable in the near-to-mid term. Radian6 is certainly trying to move the needle on this with it's workflow features within our platform, in use at Dell and other F500 companies. And while these teams are certainly not in the thousands yet they are growing and we plan to innovate, adapt and grow with them – adding the necessary features. Maybe I'm just an optimist but I think as the need for scale grows the industry will find ways to meet the needs.Just some thoughts to add to your very thoughtful video. Thanks for continuing the discussion, it's a great one to have for sure.Happy holidays.David
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