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Jeremiah Owyang
Matrix: Challenges of the Social Technology Industry, July 2010 SF, Silicon Valley
Edition Industry Analyst
Categories: Challenges, Social Media Posted on July 5th, 2010 Altimeter Group
Client
Disclosure Policy
While the opportunities for social technologies to change the world, business, and our
individual lives continue to unveil, it’s also key to focus in on the challenges that impact
the industry. For many folks who have decided to invest in social technologies to improve
their careers and business, it’s even more important to pay attention to these challenges.
First of all, have the right mindset. The savvy person will realize this isn’t a list of gripes,
Categories
Admin
but instead an opportunity list. Leaders at vendors, agencies, or brands will see these list
Advertising
of challenges of problems to fix and monetize. If you’re in this space, you’ll want to send Advocacy
this list to your product teams, or strategy teams so they can think about how to solve Aggregation
many of these issues –or at a minimum, be prepared for it. Altimeter
Analysis
Matrix: Challenges of the Social Technology Industry, July 2010 Edition Analyst
API
Challenge Description Why it’s Painful How it will be Resolved Asia
Expect social inbox Augmented Reality
aggregators to filter signal Blogger Dinner
like Facebook, Google,
Book Review
A compounding Bing, Salesforce, and
Career
problem. Finding the eventually social analytics
Case Study
With over 50mm needle is an incredible and then social insights
tweets each day (more challenge as the vendors, We’ve mapped Challenges
stats here), and more haystack continues to our a roadmap in our Social Citizen Journalism
coming, there’s an grow. As a result, CRM report, but expect CMAD
1. Noise
excess of noise. individuals and companies like Crimson CMO
overwhelms
Expect this to increase companies will rely on Hexagon, Crowd Factory, Collaboration
signal
as the ‘Internet of analytics tools to derive to be the filter and Community Manager
things’ and inanimate what’s important, conduit for advanced Community Marketing
objectives emit meaning they have less listening and analytics. On
Conference
signals. time digging in deeper the consumer side we can
Content Management System
as their viewpoint already see the Facebook
becomes larger. news feed pruning the Content Management Systems
most relevant information Culture
from our average of 150 Curated Social Content
contacts. Data Portability

2. Media, journalists, Data Storage
The social web is like a
photographers, Digest
vuvuzela, everyone has
videographers, and all New markets are being eCommerce
one, blows it, resulting
other IP or media based developed that meets the Economy
in a pure buzzing
industries are impacted needs of both the expert Email
sound. Now, this
as everyone is on the elite class as well as those
means that non- Enterprise Web
2. Amateurism game. The challenge is, of the masses. We’re
experts are Ethics
threatens with amateurs and seeing experts adopt
commenting and Europe
expertise prosumers in, it’s these same tools of the
asserting influence in Events
created challenges. For masses, for example,
areas where only
example see keynote nearly every online Extranet
experts had voices.
panel at SXSW debating newspaper has integrated Facebook Strategy
Andrew Keen has
crowdsourced graphic social technologies. Fansumer
explored this topic at
design vs the elite FAQ
great detail.
professionals
Feedback
Those who use social First Take
technologies like
Research on trust, such Forbes
ratings and reviews are
as Edelman’s trust Forrester
sapping power from In order to get back trust,
barometer indicates Funding
those that don’t. these institutions have to
that people trust Future of Social Web
Furthermore, voices use the same tools as the
3. Power shift others like them, in Generations
from those with simple commons. The challenge
to participants almost every situation.
tools like blogs, score is developing a significant Geo Tagging
As a result, institutions
well in search engine shift in mindset and Global Web
and organizations are
results pages, a deployment. Groundswell
being cut out as an
common starting place Hitachi
unneeded middleman.
for information
Hitachi Data Systems
seeking.
Identity
In the end, consumers will
Industry Index
There are few other The technology is define which technologies
Influence
industries that move as innovating faster than are adopted and at what
Information Architecture
quickly as the social companies and rate. To keep track of
4. Fast moving space. A combination institutions can’t keep these trends, a Intelligent Web
industry of low barriers to entry up. Furthermore, the combination of research Intention Web
creates of commodity list of choices is from analyst firms and Interactive Marketing
confusion technologies fused staggering, such as the vertical specific media Interview
with injections from 145 brand monitoring sites like AdAge and News Intranet
venture money there’s vendors and 125 blogs like Techcrunch, IPTV
constant innovation. community platforms. Mashable, RWW will
IT
provide illumination.
Job Survey
Perspective is lost
Legal
Fast growth, consumer when we’ve over focus
Decision makers should Live Video
adoption and celebrity on the disruptions from
focus on business needs Mashups
adoption of these tools such simple
and business goals before Matrix
has lead to a media technologies. If there’s
succumbing to the latest Media 2.0
5. Risk of frenzy. Yet this space excess hype, then
headlines about Facebook
overhype can quickly get there will be a Microformat
changes and look at the
overhyped as small continued flood of MicroMedia
long term aggregate view.
changes in Facebook investor money spurring MicroMeme
Use data to construct a
features yields huge more cloned companies Middle East
long term view.
news coverage. –exasperating the
Mmorpg
situation.
Mobile
Time will slowly give
MySpace
experience to this budding
Non Profit
Finding the right talent Companies are ill- industry, it’s not
On the move
is a challenge. For equipped to take something that can be
example, within the advantage of this fast rushed. Yet professionals Open Leadership
corporate space, moving pace. As a should continue to tap Open Research
6. Lack of companies have only result, while those with into education, blogs, OpenSocial
qualified been adopting these experience and talent books and conferences to OperationBluewater
talent tools with great will quickly find an stay abreast. This is an Other
fanfare for a few years increase in salary, the opportunity for publishers, Personalization
(Scoble, being one of demand for recruitment educators, conference Platform
the starting block at will result in a lot of job creators, and existing
Podcasts
Microsoft in 2006-2007) hopping. experts. See this list of
Podtech
those in these roles in
corporate now. Politics
Pollination
All companies and
professionals should PR
measure their efforts Privacy
based on business Process

3. While it’s easy to objectives. In our latest Publication
measure pokes, RTs and report on social analytics, Reading Sampler
While engagement (the
likes, they don’t tie we’ve categorized this Real Time
interaction) of these
back to true business into 4 major areas: Rich Media
tools and technologies
measurements or KPIs. learning, dialog,
is high, it’s not an Ruminations
7. Companies want more supporting, and
effective form of Scorecard
Measurement fans for their Facebook innovation. Then, you
measurement. Search Strategy
elusive page but aren’t sure can work with brand
Secondly, while the Second Life
why. As a result, monitoring vendors,
interaction is high, it’s
efforts will spin focused insight vendors, and Security
been difficult to tie
on less meaningful eventually business Silicon Valley Sightings
back to commerce.
metrics without a clear intelligence software Site Updates
impact to business. vendors. Lastly, we’re Social Analytics
hosting a conference on
Social CMS
social commerce to tackle
Social Commerce
many of these issues head
Social Computing
on.
Social CRM
Although foundations have
While the cultural Social Gaming
been setup to lead
impacts have been Social Graph
There are many OpenSocial, there are
severe for many Social Inbox Aggregator
vendors that are other vendors like Gigya
companies, gluing
constructing their own and Janrain are starting to Social Insights
together ever-changing
8. Disparate systems. Each social provide technology that Social Media
data sources creates
Data and network has their own can manage the multiple Social Media Job
confusion. As a result,
Irregular API, and despite identity systems. Expect Social Media Management Systems
data will end up in silos
Standards. efforts to bring new tools like Social Inbox
that the CTO will have Social Media Measurement
standards, the fast Aggregators to start to
to glue together later, Social Media Services
moving landscape fuse information into one
as well as the ever Social Media Stats
makes it difficult place, and eventually
constant management Social Networking
passing to Business
of data formats. Social Strategist
Intelligence systems.
The biggest opportunity is Social Support
for internal evangelists and Socialgraphics
For nearly every
As a result, companies change management teams storyboard
institution, this has
are struggling to get to lead the charge. Supply Chain Management
caused an internal
organized internally, However they won’t do it Support
cultures shift. A few
and formerly silo’d alone as analyst firms will Sustainable
reasons: Power has
groups (like Marketing provide education and
shifted to the Syndication
9. Culture and Support) must guidance and an
participants and Technographics
shift creates come together to emergence of new types
companies realize they Technology
an internal rift support the same of consulting agencies like
must now participate. Travel
inside customer. Furthermore Dachis Group, Ant’s Eye
The ‘always-on’ mode Trends
institutions. companies who stem View, will enter the fray
means that business
from command and along with traditional User Experience
doesn’t stop at office
control must give way agencies like Organic, VCs
hours, and now
to anarchist Cluetrain Razorfish, Ogilvy, and Venture Capital
employees can choose
talk in order to stay Edelman. They won’t be Video
the technologies to be
relevant. alone as consulting firms
used over the CTO. Virtual Events
like Deloitte and McKinsey
Virtual World
will quickly come on board.
Voice of the Customer
Facebook is the most
As more individuals Over time, society will VoIP
telling example, as
share information the start to normalize (look at Walkthrough
information that was
greater the risk that Generation Y’s openness) Web Advertising
first promised to be
this content can cause and sharing will often be a Web Analytics
10. Privacy ‘just for your friends’
harm by malicious default norm. Expect
Woes scare continues to be more Web Design
parties. Furthermore services to emerge that
companies and open. As they slowly Web Industry
the more brands use will remove and hide
consumers. shift towards a more Web Law
this data to do information from the
open model, you can Web Marketing
accurate marketing, internet in order to keep
see the reactions from
the fear of ‘big consumers safely tucked Web Strategy
consumer, press and
brother’ will increase. away. Web Strategy Show
media.
Web Team
How to Overcome These Challenges
Web Theory
Taking on issues head on is a powerful way to take control over your own destiny. Use this Web Tools
list and develop strategies to hurdle over them. Send this list to your leads at your Web Usage
company who focus on the future direction. If you work at a social technology startup or Webinar
agency, send this to your executives now. Secondly, print out this list and identify which White Label Social Network
challenges you’ve already taken on, and which ones that haven’t. The savvy corporate Widget Strategy
social strategist or the smart entrepreneur will recognize the many business opportunities Wireless
and models this list offers. The truly smart folks will figure out how to improve their Word of Mouth
careers, add more value, and even profit by taking these challenges on directly. Word of Mouth Marketing
This is just a partial list, and you can feel free to leave a comment with what you see as the
biggest challenges in this space, I’ve kicked off a discussion in Twitter, and you can see Archives
more folks add to the list of challenges, see the tag #SocialChallenge. Disclosure, some of March 2011
the companies listed above are Altimeter clients. February 2011

4. January 2011
Like 89 people like this.
December 2010
November 2010
October 2010
This entry was posted on Monday, July 5th, 2010 at 9:25 am and is filed under Challenges, Social Media. September 2010
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trackback from your own site. July 2010
June 2010
l http://www.fsuama.com/?p=2601 Matrix: Challenges of the Social Technology Industry, July 2010 May 2010
Edition « Savvyhua April 2010
[...] View full post on Top Social Media Minds [...] March 2010
l http://www.marketing20-network.de/pligg/story/380/ pligg.com February 2010
Matrix: Challenges of the Social Technology Industry, July 2010 Edition… January 2010
While the opportunities for social technologies to change the world, business, and December 2009
our individual lives continue to unveil, it’s also key to focus in on the challenges November 2009
that impact the industry. For many folks who have decided to invest in social October 2009
techno… September 2009
l http://www.digitalpodcast.com/podcastnews/2010/07/05/10-challenges-for-social-tech/ 10 August 2009
Challenges for Social Tech July 2009
[...] Click here to see the post. [...] June 2009
l http://twitter.com/AMauiBlog Liza at A Maui Blog May 2009
I was recently hired to be a “full time” social media strategist by a leading realtor April 2009
here on Maui. I started last week. I had been in the midst of “Maui Social Media” March 2009
since 2006 and very much agree to your comprehensive analysis/matrix (ok, who February 2009
am I not to agree to @Jowyang – but thought I want to emphasize that I agree – January 2009
Bottomline, this post is very helpful and will guide us as we plan and strategize out December 2008
social media involvement. Thanks again. November 2008
l http://twitter.com/AMauiBlog Liza at A Maui Blog October 2008
I was recently hired to be a “full time” social media strategist by a leading realtor September 2008
here on Maui. I started last week. I had been in the midst of “Maui Social Media” August 2008
since 2006 and very much agree to your comprehensive analysis/matrix (ok, who July 2008
am I not to agree to @Jowyang – but thought I want to emphasize that I agree – June 2008
Bottomline, this post is very helpful and will guide us as we plan and strategize out May 2008
social media involvement. Thanks again. April 2008
l http://twitter.com/AMauiBlog Liza at A Maui Blog March 2008
I was recently hired to be a “full time” social media strategist by a leading realtor February 2008
here on Maui. I started last week. I had been in the midst of “Maui Social Media” January 2008
since 2006 and very much agree to your comprehensive analysis/matrix (ok, who December 2007
am I not to agree to @Jowyang – but thought I want to emphasize that I agree – November 2007
Bottomline, this post is very helpful and will guide us as we plan and strategize out October 2007
social media involvement. Thanks again. September 2007
l http://twitter.com/AMauiBlog Liza at A Maui Blog August 2007
I was recently hired to be a “full time” social media strategist by a leading realtor July 2007
here on Maui. I started last week. I had been in the midst of “Maui Social Media” June 2007
since 2006 and very much agree to your comprehensive analysis/matrix (ok, who May 2007
am I not to agree to @Jowyang – but thought I want to emphasize that I agree – April 2007
Bottomline, this post is very helpful and will guide us as we plan and strategize out March 2007
social media involvement. Thanks again. February 2007
l http://twitter.com/AMauiBlog Liza at A Maui Blog January 2007
I was recently hired to be a “full time” social media strategist by a leading realtor December 2006
here on Maui. I started last week. I had been in the midst of “Maui Social Media” November 2006
since 2006 and very much agree to your comprehensive analysis/matrix (ok, who October 2006
am I not to agree to @Jowyang – but thought I want to emphasize that I agree – September 2006
Bottomline, this post is very helpful and will guide us as we plan and strategize out August 2006
social media involvement. Thanks again. July 2006
l http://twitter.com/AMauiBlog Liza at A Maui Blog June 2006
I was recently hired to be a “full time” social media strategist by a leading realtor
here on Maui. I started last week. I had been in the midst of “Maui Social Media”
since 2006 and very much agree to your comprehensive analysis/matrix (ok, who Subscribe Via Email:
am I not to agree to @Jowyang – but thought I want to emphasize that I agree – Subscribe
Bottomline, this post is very helpful and will guide us as we plan and strategize out Subscribe and receive email posts of this blog
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l http://www.xuropa.com/ James Colgan
Excellent summary of the “State of the Social Nation”. Thanks Jeremiah!
Challenges = Opportunities, and those challenges are still huge! So we know we're Jobs for the Web Strategist
still investing our time in the right place.
Interactive Producer at PTC (Massachusetts)
l http://www.xuropa.com/ James Colgan
Excellent summary of the “State of the Social Nation”. Thanks Jeremiah! Social Media Senior Specialist at Sony Electronics
Challenges = Opportunities, and those challenges are still huge! So we know we're (San Diego, California)
still investing our time in the right place. Social Media Marketing Coordinator at Legacy
l http://www.xuropa.com/ James Colgan (District of Columbia)

5. Excellent summary of the “State of the Social Nation”. Thanks Jeremiah!
Digital Marketing Specialist at Carrington College
Challenges = Opportunities, and those challenges are still huge! So we know we're (Phoenix, Arizona)
still investing our time in the right place.
Director, Social Media at Razorfish (New York,
l http://www.xuropa.com/ James Colgan
New York)
Excellent summary of the “State of the Social Nation”. Thanks Jeremiah!
Challenges = Opportunities, and those challenges are still huge! So we know we're Job Title: Director, Social Media and Content at
still investing our time in the right place. Lexisnexis Risk Solutions (Alpharetta, Georgia)
l http://www.xuropa.com/ James Colgan Fees from these job postings pay for web hosting
Excellent summary of the “State of the Social Nation”. Thanks Jeremiah!
Challenges = Opportunities, and those challenges are still huge! So we know we're
still investing our time in the right place. My Flickr Photos
l http://www.xuropa.com/ James Colgan
Excellent summary of the “State of the Social Nation”. Thanks Jeremiah!
Challenges = Opportunities, and those challenges are still huge! So we know we're
still investing our time in the right place.
l http://www.adityarao.name/ Aditya Rao
Very well put.
l http://web-strategist.com/blog Jeremiah Owyang
Thanks James, there's a lot of opportunities for investments and new companies to
take advantage of solving these pains.
l http://web-strategist.com/blog Jeremiah Owyang
Thanks James, there's a lot of opportunities for investments and new companies to
take advantage of solving these pains.
l http://web-strategist.com/blog Jeremiah Owyang
Thanks James, there's a lot of opportunities for investments and new companies to
take advantage of solving these pains.
l http://web-strategist.com/blog Jeremiah Owyang
Thanks James, there's a lot of opportunities for investments and new companies to
take advantage of solving these pains.
l http://web-strategist.com/blog Jeremiah Owyang
Thanks James, there's a lot of opportunities for investments and new companies to
take advantage of solving these pains.
l http://web-strategist.com/blog Jeremiah Owyang
Thanks James, there's a lot of opportunities for investments and new companies to
take advantage of solving these pains.
l http://www.yourmindandbodyhealth.com/social-phobia-and-agoraphobia-treatments-for-
overcoming-your-fears.php Social Phobia And Agoraphobia Treatments For Overcoming Your Fears |
Mind and Body Health
[...] Matrix: Challenges of the Social Technology Industry, July 2010 … [...]
l http://essenceofbeing.me/2010/07/power-shift-cmon-people-now-smile-on-your-brother/ SSilver
Freelance » Blog Archive » Power Shift- C’mon People Now Smile on Your Brother
[...] blog comes from the top of the Social Media Chain Jeremiah Owyang
[@jowyang] . In his post “Matrix: Challenges of the Social Technology Industry, July
2010 Edition” Owyang discusses what he sees institutions will have to do to
compete with blogs and other [...]
l http://twitter.com/ggheorghiu Gabriel Gheorghiu
Hi Jeremiah,
Do you think legislation can be used to address some of these challenges? You
mention standards, but each major social media player will probably create and use
its own rules.
l http://twitter.com/ggheorghiu Gabriel Gheorghiu
Hi Jeremiah,
Do you think legislation can be used to address some of these challenges? You
mention standards, but each major social media player will probably create and use
its own rules.
l http://twitter.com/ggheorghiu Gabriel Gheorghiu
Hi Jeremiah,
Do you think legislation can be used to address some of these challenges? You
mention standards, but each major social media player will probably create and use
its own rules.
l http://twitter.com/ggheorghiu Gabriel Gheorghiu
Hi Jeremiah,
Do you think legislation can be used to address some of these challenges? You
mention standards, but each major social media player will probably create and use
its own rules.
l http://twitter.com/ggheorghiu Gabriel Gheorghiu
Hi Jeremiah,
Do you think legislation can be used to address some of these challenges? You
mention standards, but each major social media player will probably create and use
its own rules.
l http://twitter.com/ggheorghiu Gabriel Gheorghiu

6. Hi Jeremiah,
Do you think legislation can be used to address some of these challenges? You
mention standards, but each major social media player will probably create and use
its own rules.
l http://web-strategist.com/blog Jeremiah Owyang
If anything the government may get involved with privacy, if things continue to be
issues. It's tricky however as every government is different and many social
networks are global
l http://web-strategist.com/blog Jeremiah Owyang
If anything the government may get involved with privacy, if things continue to be
issues. It's tricky however as every government is different and many social
networks are global
l http://web-strategist.com/blog Jeremiah Owyang
If anything the government may get involved with privacy, if things continue to be
issues. It's tricky however as every government is different and many social
networks are global
l http://web-strategist.com/blog Jeremiah Owyang
If anything the government may get involved with privacy, if things continue to be
issues. It's tricky however as every government is different and many social
networks are global
l http://web-strategist.com/blog Jeremiah Owyang
If anything the government may get involved with privacy, if things continue to be
issues. It's tricky however as every government is different and many social
networks are global
l http://web-strategist.com/blog Jeremiah Owyang
If anything the government may get involved with privacy, if things continue to be
issues. It's tricky however as every government is different and many social
networks are global
l http://www.hrexaminer.com/in-the-know-v1-24 In The Know v1.24 | HR Examiner with John Sumser
[...] Challenges of the Social Technology Industry, July 2010 Edition Jerimiah
Owyang is one of the leading analysts of the social media phenomenon. This article
presents a matrix of the issues and opportunities that the social media tsunami (and
the information explosion in general) creates. From talent shortages to the rise of
the amateur, the generational technology shift favors participants over
administrators. Owyang crams a year’s worth of insight into a ten by four matrix.
[...]
l http://www.authenticmomentum.com/?p=252 Challenges of the Social Technology Industry by
Jeremiah Owyang | Social Media, Web Marketing – A Creative Social Media Group
[...] Challenges of the Social Technology Industry by Jeremiah Owyang | Social
Media, Web Marketing Leave a comment » Share33 [...]
l briankissel
The integration of activity-based social publishing and third party identity
management seems to be a great way to drive referral traffic to your website,
then register/login the referral visitors who follow links from their friends on
Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients
are experiencing between 6 and 25 referral visits for each social publishing link,
and higher conversion of those referral visitors to registered users of 10% to 50%
when they offer third party registration and login.
l briankissel
The integration of activity-based social publishing and third party identity
management seems to be a great way to drive referral traffic to your website,
then register/login the referral visitors who follow links from their friends on
Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients
are experiencing between 6 and 25 referral visits for each social publishing link,
and higher conversion of those referral visitors to registered users of 10% to 50%
when they offer third party registration and login.
l briankissel
The integration of activity-based social publishing and third party identity
management seems to be a great way to drive referral traffic to your website,
then register/login the referral visitors who follow links from their friends on
Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients
are experiencing between 6 and 25 referral visits for each social publishing link,
and higher conversion of those referral visitors to registered users of 10% to 50%
when they offer third party registration and login.
l briankissel
The integration of activity-based social publishing and third party identity
management seems to be a great way to drive referral traffic to your website,
then register/login the referral visitors who follow links from their friends on
Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients
are experiencing between 6 and 25 referral visits for each social publishing link,
and higher conversion of those referral visitors to registered users of 10% to 50%
when they offer third party registration and login.

7. l briankissel
The integration of activity-based social publishing and third party identity
management seems to be a great way to drive referral traffic to your website,
then register/login the referral visitors who follow links from their friends on
Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients
are experiencing between 6 and 25 referral visits for each social publishing link,
and higher conversion of those referral visitors to registered users of 10% to 50%
when they offer third party registration and login.
l briankissel
The integration of activity-based social publishing and third party identity
management seems to be a great way to drive referral traffic to your website,
then register/login the referral visitors who follow links from their friends on
Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients
are experiencing between 6 and 25 referral visits for each social publishing link,
and higher conversion of those referral visitors to registered users of 10% to 50%
when they offer third party registration and login.
l http://twitter.com/rekhasrivatsan rekhasrivatsan
As a social media strategist, I find this post very useful to plan social media
involvement! Great post!
l Rekha Srivatsan
As a social media strategist, I find this post very useful to plan social media
involvement! Great post!
l http://www.ForeclosureIndustry.com Christine Springer
I see #1 and #2 especially as problematic, so I think you've got them in the right
place. I write a blog about foreclosure and I see a lot of people with no legal
experience commenting on the legal process as if they are experts. How do you
think the average person differentiates between who is an expert and who is not
in the short term? I think if you build a reputation over time, it helps, but what
happens in the short term? Does the noise get reduced as people are weeded out
as non-experts?
l http://www.ForeclosureIndustry.com Christine Springer
I see #1 and #2 especially as problematic, so I think you've got them in the right
place. I write a blog about foreclosure and I see a lot of people with no legal
experience commenting on the legal process as if they are experts. How do you
think the average person differentiates between who is an expert and who is not
in the short term? I think if you build a reputation over time, it helps, but what
happens in the short term? Does the noise get reduced as people are weeded out
as non-experts?
l Ron Weinberg
Social media pretty much entails everything that is online. The fundamental
problem is that is has an identity crisis.
l Trish Perry
Excellent Summary- I can not thank you enough for how you organized this blog.
Putting it into a table makes it an easy read.
l http://web-strategist.com/blog Jeremiah Owyang
Liza tell me more, would love to shout out to your announcement.
l http://web-strategist.com/blog Jeremiah Owyang
Liza tell me more, would love to shout out to your announcement.
l http://web-strategist.com/blog Jeremiah Owyang
Liza tell me more, would love to shout out to your announcement.
l http://web-strategist.com/blog Jeremiah Owyang
Liza tell me more, would love to shout out to your announcement.
l http://web-strategist.com/blog Jeremiah Owyang
Liza tell me more, would love to shout out to your announcement.
l http://web-strategist.com/blog Jeremiah Owyang
Liza tell me more, would love to shout out to your announcement.
l Lisa Thayer
Excellent matrix. Thank you for your thoughtful presentation. I'd be interested in
your thoughts on B2B vs. B2C, and what effect target demographics have on the
above.
I found it challenging to educate clients on the somewhat elusive or nebulous
benefits. One book that has helped clarify my position is Social Media Metrics by
Jim Sterne.
l Lisa Thayer
Excellent matrix. Thank you for your thoughtful presentation. I'd be interested in
your thoughts on B2B vs. B2C, and what effect target demographics have on the
above.
I found it challenging to educate clients on the somewhat elusive or nebulous
benefits. One book that has helped clarify my position is Social Media Metrics by
Jim Sterne.
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8. – Solar Smart Use of Technology | 12v Water Pump
[...] Matrix: Challenges of the Social Technology Industry, July 2010 … [...]
l http://web-strategist.com/blog Jeremiah Owyang
There aren't significant differences between B2B and B2C as people in either
setting are having the same behaviors: communicating with each other. Previous
research done by Forrester actually indicates that B2B business decision makers can
sometimes have higher social media adoption behaviors.
Rather than focus on B2B and B2C, instead look at the individual behaviors of
individuals.
l http://web-strategist.com/blog Jeremiah Owyang
There aren't significant differences between B2B and B2C as people in either
setting are having the same behaviors: communicating with each other. Previous
research done by Forrester actually indicates that B2B business decision makers can
sometimes have higher social media adoption behaviors.
Rather than focus on B2B and B2C, instead look at the individual behaviors of
individuals.
l http://web-strategist.com/blog Jeremiah Owyang
It's important people reference their sources and credentials. It's also more
important for true 'experts' to use the social web, or their voices get lost in the
noise.
l http://web-strategist.com/blog Jeremiah Owyang
It's important people reference their sources and credentials. It's also more
important for true 'experts' to use the social web, or their voices get lost in the
noise.
l http://www.360salesfocus.com Tobias Bray
I see one of the biggest measurement challenges being that relationships are
difficult to quantify as data points. Current measurement takes our behavior and
processes it using a systems model based on a data processing construct.
Relationships are not that easy to quantify. If they were, online dating would be a
wild success. We need a different method that is less reliant on the fill-in-the-
blank approach of algorithms.
l http://www.360salesfocus.com Tobias Bray
I see one of the biggest measurement challenges being that relationships are
difficult to quantify as data points. Current measurement takes our behavior and
processes it using a systems model based on a data processing construct.
Relationships are not that easy to quantify. If they were, online dating would be a
wild success. We need a different method that is less reliant on the fill-in-the-
blank approach of algorithms.
l Sean O'Driscoll
Good list Jeremiah and we at Ant's Eye View appreciate the mention. The
challenges are indeed fairly substantial, but in each their are tremendous
opportunities for all participants. We've certainly experienced all of these issues
first hand. Ultimately, the journey we are on is to enable the engaged enterprise.
An organization that is anticipatory, trusted, inclusive, nimble and worthy of
customer recommendation and preference. As one of our exec client stakeholders
says quite nicely “as you serve a customer, the world watches.” The winners in
this transformation understand that this is, in fact, a transformation.
It's not just about touching customers in new channels, it's about creating and
embracing a connected customer experience throughout the entire adoption life
cycle – from awareness and consideration to purchase and support. Successful
brands will participate (in value added ways) throughout this process – END to
END, fueling customer to customer, customer to brand, brand to customer, partner
to customer (etc) relationships. Those that only succeed in addressing one of these
phases of the adoption curve will fail to realize the potential and rewards awaiting
the engaged enterprise.
Success will require executive involvement, courage and a new set of leaders to
emerge to drive execution. As you highlight, a new set of vendors and partners
will be critical. You can't transform your enterprise from one functional silo, you'll
need a partner that understands and can navigate with comfort across all functional
silos (sales, service, marketing, comms, product, IT, etc). In our little corner of the
world, as we look at our clients and prospects, we look for transformational
leaders – leaders with the vision, motivation and empowerment to lead cultural,
operational and customer experience change. That's what makes this an exciting
time. Change won't always come this way, at times you need the focus and
patience to start small, and continuously build credibility through successful pilots
and projects – but we still have to think big – there's still too much celebration
around the launch (product or campaign) and not enough discipline around
continuous growth in engagement.
Thanks for sharing the list, as always, good stuff!
Sean O'Driscoll
CEO
Ant's Eye View

9. l Sean O'Driscoll
Good list Jeremiah and we at Ant's Eye View appreciate the mention. The
challenges are indeed fairly substantial, but in each their are tremendous
opportunities for all participants. We've certainly experienced all of these issues
first hand. Ultimately, the journey we are on is to enable the engaged enterprise.
An organization that is anticipatory, trusted, inclusive, nimble and worthy of
customer recommendation and preference. As one of our exec client stakeholders
says quite nicely “as you serve a customer, the world watches.” The winners in
this transformation understand that this is, in fact, a transformation.
It's not just about touching customers in new channels, it's about creating and
embracing a connected customer experience throughout the entire adoption life
cycle – from awareness and consideration to purchase and support. Successful
brands will participate (in value added ways) throughout this process – END to
END, fueling customer to customer, customer to brand, brand to customer, partner
to customer (etc) relationships. Those that only succeed in addressing one of these
phases of the adoption curve will fail to realize the potential and rewards awaiting
the engaged enterprise.
Success will require executive involvement, courage and a new set of leaders to
emerge to drive execution. As you highlight, a new set of vendors and partners
will be critical. You can't transform your enterprise from one functional silo, you'll
need a partner that understands and can navigate with comfort across all functional
silos (sales, service, marketing, comms, product, IT, etc). In our little corner of the
world, as we look at our clients and prospects, we look for transformational
leaders – leaders with the vision, motivation and empowerment to lead cultural,
operational and customer experience change. That's what makes this an exciting
time. Change won't always come this way, at times you need the focus and
patience to start small, and continuously build credibility through successful pilots
and projects – but we still have to think big – there's still too much celebration
around the launch (product or campaign) and not enough discipline around
continuous growth in engagement.
Thanks for sharing the list, as always, good stuff!
Sean O'Driscoll
CEO
Ant's Eye View
l http://twitter.com/PRWeekend PRWeekend
Your insights need to be definitely taken into consideration by professionals who
plan strategic campaigns for building influence within social media. Thanks for
sharing!
l http://twitter.com/PRWeekend PRWeekend
Your insights need to be definitely taken into consideration by professionals who
plan strategic campaigns for building influence within social media. Thanks for
sharing!
l http://expertaccess.cincom.com/2010/07/the-acorn-and-the-challenges-of-the-social-technology-
industry/ The Acorn … and the Challenges of the Social Technology Industry : CINCOM EXPERT
ACCESS
[...] “Matrix: Challenges of the Social Technology Industry,“ July 2010 edition, lays
out the challenges of the social technology industry. But it also lays out [...]
l http://smartblogs.com/socialmedia/2010/07/09/this-weeks-most-clicked-55/ This week’s most
clicked | SmartBlog On Social Media
[...] The 10 biggest social challenges (and how to overcome them) [...]
l Bernie Brennan
This is an excellent overview of the relevant issues.
l Bernie Brennan
This is an excellent overview of the relevant issues.
l http://web-strategist.com/blog Jeremiah Owyang
Thanks for the insights Sean
l http://web-strategist.com/blog Jeremiah Owyang
Thanks for the insights Sean
l http://karenfreberg.com/blog/?p=1665 Karen’s Public Relations Blog » What are risks and
challenges of social media for public relations professionals to consider in 2010? #SocialChallenge
[...] the risks and challenges of social media to bring a balanced perspective on
the new medium. Jeremiah Owyang wrote an excellent post on what are currently
some of the challenges related to social technology [...]
l http://jogosparacelulardegraca.com/ Games For Mobile
Thanks for the great post that I really liked the site's content will already put in my
favorites, where possible will be visiting the site.
l http://geofflivingston.com/2010/07/15/social-media-offers-no-panacea/ Social Media Offers No
Panacea | Geoff Livingston's Blog
[...] social media sites. Yet, social media is no panacea, and an organization needs
to understand some of the barriers it will face before it jumps [...]
l http://www.fsuama.com/feeds/?p=5210 Social Media Offers No Panacea « My Blog
[...] social media sites. Yet, social media is no panacea, and an organization needs
to understand some of the barriers it will face before it jumps [...]

10. l http://twitter.com/sdholakia Sanjay Dholakia
Great post, JO as always — and great discussion. At CrowdFactory, we definitely
appreciate the mention as we are passionately pursuing the goal of giving
marketers the data and ROI tracking they so desperately need — and deserve.
One thing I would point out – and ask JO – is whether the Social Analytics report
mentioned in #7 is missing a category My bias is that it is missing a category for
what ultimately marketers need/want — Leads & Revenue. Learning, Dialog,
Supporting, and Innovation are good, but a 5th category of something along the
lines of “Conversion” or “Revenue” would, I think, complete the list. I had one
marketer tell me that they were excited about our ability to track revenue and
conversion because, “My boss has called bull-s*it on number of fans and share of
voice as ROI metrics.” Besides, I think I read somewhere once that the human
mind remembers 3's and 5's best .
Let me know what you think. I think you've nailed the challenges for the industry
and look forward to continuing the conversation. Thanks as always for being the
lightning rod!
Sanjay Dholakia
CEO
Crowd Factory
@sdholakia
@crowdfactory
l http://twitter.com/sdholakia Sanjay Dholakia
Great post, JO as always — and great discussion. At CrowdFactory, we definitely
appreciate the mention as we are passionately pursuing the goal of giving
marketers the data and ROI tracking they so desperately need — and deserve.
One thing I would point out – and ask JO – is whether the Social Analytics report
mentioned in #7 is missing a category My bias is that it is missing a category for
what ultimately marketers need/want — Leads & Revenue. Learning, Dialog,
Supporting, and Innovation are good, but a 5th category of something along the
lines of “Conversion” or “Revenue” would, I think, complete the list. I had one
marketer tell me that they were excited about our ability to track revenue and
conversion because, “My boss has called bull-s*it on number of fans and share of
voice as ROI metrics.” Besides, I think I read somewhere once that the human
mind remembers 3's and 5's best .
Let me know what you think. I think you've nailed the challenges for the industry
and look forward to continuing the conversation. Thanks as always for being the
lightning rod!
Sanjay Dholakia
CEO
Crowd Factory
@sdholakia
@crowdfactory
l http://twitter.com/m2engage cheryl alpert
Brilliant. I only wish I had written this! What a fabulous overview.
l http://twitter.com/m2engage cheryl alpert
Brilliant. I only wish I had written this! What a fabulous overview.
l http://www.podcast-search.com/2010/08/10/10-challenges-for-social-tech/ podcast-search.com »
Blog Archive » 10 Challenges for Social Tech
[...] Click here to see the post. [...]
l http://twitter.com/alumnifutures Andy Shaindlin
It took me a while, but I finally wrote some notes connecting your ten challenges
to my world: higher education social media, especially in alumni, fundraising and
communications/PR. Plenty of relevance for schools, colleges and universities. See
the full post here:
http://www.alumnifutures.com/2010/08/ten-challe...
Much of this will apply to other non-profits as well, I am sure. Thanks for
summarizing the list so effectively.
l http://twitter.com/alumnifutures Andy Shaindlin
It took me a while, but I finally wrote some notes connecting your ten challenges
to my world: higher education social media, especially in alumni, fundraising and
communications/PR. Plenty of relevance for schools, colleges and universities. See
the full post here:
http://www.alumnifutures.com/2010/08/ten-challe...
Much of this will apply to other non-profits as well, I am sure. Thanks for
summarizing the list so effectively.
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