Circles of Expertise in 2.0 for Biz

For a long while now, Jevon MacDonald and I have been grousing about how the different players involved in delivering 2.0 solutions to business can often be confused and misunderstood. We started working on a graphic, which I’ll happily “open source” for anyone’s input or for re-purposing. Just send me a note and I’ll invite you to the shared space we are working on at Vyew.

Generally speaking, there are primarily four logical groups with similar characteristics:

Digital Marketers: These are the good folks who track what you’re searching for and buying on the web. They create digital brand extensions of leading brands and develop imaginative ways to capture your attention online.

Social Media: This group comprises a vast group of players who are exclusively focused on how communications in the interconnected social web impacts influence. Predominantly, the people involved with monitoring social media are involved in marketing communications.

Enterprise 2.0: Within the Enterprise 2.0 area of expertise, whether it’s behind the firewall or out on the open Internet, this core area specializes exclusively on delivering a business value via 2.0 technologies.

Mass collaboration: This group is more symbolic of a new way of thinking about collaboration than any specific 2.0 tool. The notion of reaching outside of your boundary (whatever it is) to co-create innovative solutions is key here.

Although there is overlap among all these groups, the areas of focus are distinctly unique. Of course, businesses can benefit by incorporating the expertise from all these areas, but they’d need to source it separately.

Splommenters– please “no comment”

Correction: Spammenters*

Shame, shame, shame. I realize Social Media is the new black in the art of PR, but how irritating is this? Tammy Erickson, our in-house workforce guru, published a post today on women’s progress in the workplace on her Harvard Business School discussion leader blog. Her first comment was from Ms. Kimberly Rosenberg who lavishes her with praise then notso deftly segues into how she is using Microsoft Office Live for Small Business (no hyperlinks intended) to increase her productivity.

I sleuthed around online on Ms. Rosenberg, and it appears she has left virtually the same comment on at least 4 other blogs in the past few weeks. Ewwww.

http://www.blissfullydomestic.com/2008/04/an-organized-ho.html

http://experts.internetbasedmoms.com/aurelia/finding-balance-as-a-wahm

http://www.entrepremusings.com/index.php/2008/04/24/why-arent-there-more-rich-women-entrepreneurs/

http://empowerwomennow.com/news-women-entrepreneurs/index.php/how-to-get-your-partner-from-zero-to-hero-in-your-business/

Microsoft Office Live for Small Business product management– what are you thinking? So blatant an attempt to hawk your wares? Buy an ad. There are right ways and wrong ways to engage the blogosphere. Please start feeding any number of the excellent social media blogs that will instruct you on how to do this right. If Ms. Rosenberg works for a PR agency, send her to social media school. Or send her to start doing some homework here (Chris Brogan) and here (Brian Solis).

The smoking gun:

*Update: Thanks to Lara Kretler, the best term to describe this practice is “spammenting.”