Time 21:13

Corporate America is getting comfortable with social media. Not every company, and surely not in every situation, but a year after the spike of Facebook and Twitter, and 18 months after social media contributed to the election of a President, social media is finding a spot in the processes of many Fortune 500 companies.

The number of Fortune 500 integrating social media, blogging, Twitter or YouTube content for starters has increased in the last year. Burson Marsteller did a survey of social media use among the Fortune Global 100 checking to see who had accounts on the top few social platforms.

“65 percent of the largest 100 international companies have active accounts on Twitter, 54 percent have a Facebook fan page, 50 percent have a YouTube channel, and one-third (33 percent) have corporate blogs. Only 20 percent of the major international companies are utilizing all four platforms to engage with stakeholders.”

A more detailed longitudnal suudy was done by Nora Ganim Barnes, Ph.D., Eric Mattson CEO, Financial Insite for the Center for Marketing Research at the University of Massachuetts at Dartmouth Fortune 500 and blogging. Not surprising in this comparison study over time of Fortune 500 companies vs Inc 500 companies (Inc companies are much smaller than Fortune 500) the larger companies are slower to adopt compared to their smaller counterparts.

The issue for many corporations is about process. Sure lots of debate about “losing control”, but most companies realized the consumers’ freedom to comment was a reality whether the corporation participated in social media or not. The conversation about ROI for most companies includes a way to somehow create a neat and tidy process for being social. Processes are great because they are easily quantified, look great in job descriptions, HR policies, and performance reviews, and the measurement charts are terrific eye candy.

On yes, and processes for the most part work. They provide structure, guidance, and help unify hundreds and thousands of people in a corporation around a set of business objectives. Which, when achieved, enable a predictable paycheck and all the good things that come with it.

HP Software has been active in social media. They have been blogging for years, but they also have taken the time to think through whether and how social media becomes a part of their processes. Michael Procopio, Social Media Business Manager for HP Software, and a long time Marketing Edge listener has done considerable study about the business of social media and HP processes. I admire Michael because he understands his internal customers and evaluates shiny new objects, without being distracted by them, and is thoughtful and strategic.

In this first interview since taking the new position of Social Media Business Manager for HP Software, Procopio clearly lays out how social media fits into HP Software’s comprehensive approach to the complex B2B technology market. As you listen to this podcast notice how HP Software weaves in experts in specific areas to participate in blogs and the newly launched HP Software Solutions Community, how customers help facilitate discussion about issues that prospects of HP Software may have, and how HP Software will reach out to existing communities within there market base with valued content and expertise.

Procopio has done a classic job of integrating social media in a large business unit’s objectives and processes in the following ways

1) Found ways to plug into current marketing and thought leadership programs

2) Spent time conducting learning and listening sessions with internal groups to get buy and participation

3) Studied the communities and content audiences valued such as Doug Kaye’s IT Conversations (this is podcasting old school pre Adam Curry – thanks Doug)

4) Evaluating and incorporating the latest tools without getting distracted

5) Incorporating metrics to determine value, progress, and feedback

All the best Michael in the new position and thanks for listening.

What’s your corporate America social media story? Is it part of a process or are you a lone operator within the corporate environment?