Comments on: An interesting interview with SAP’s social media director

By: Shad Boots

Shad Boots — Fri, 22 Jul 2011 00:45:00 +0000

The need for an expert, or someone who specializes, will always be needed regardless of the integration of these skills into the workplace. This need exists because other people have their own jobs to do, their own specialization to focus on. They can’t possibly be that well versed in multiple fields.

And, if you put employees through that training, what would you say the odds are that you would see a decrease in productivity? It’s all a matter of focus.

Expertise will never go out of fashion. Especially in the style of market that’s developing.

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By: Give Old Spice (and P&G) The Credit It Deserves | B2Bbloggers.com - B2B Social Media and Content Marketing

Mon, 26 Jul 2010 20:07:55 +0000

[...] SAP’s Facebook Friend Optimizer? I bet they have much more on the way. Watch them. Here is an interesting interview with William Robb, Director, Social Media Marketing for SAP. SAP will be a B2B brand that continues making waves in [...]

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By: Putting “social” into the DNA of your workforce – Freesource Agent

Thu, 22 Jul 2010 14:09:54 +0000

[...] was struck by a quote I read yesterday in an interview with William Robb, the social media director of SAP: You can build social DNA into every employee [...]

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By: Bill Robb

Bill Robb — Wed, 21 Jul 2010 22:02:15 +0000

@Jim, we have social media monitoring tools in place with humans reviewing posts and sensitive alerts for jumps in volume & sentiment. As for response, we have social media partners in PR, Communities, and solution teams who take the lead when their constituency needs to address the issue. I’d also say that while “immediate” response is ideal, I’d much prefer the response be “right” even if there is some time lag. I’m can go into more detail about the org design if you want to talk live.

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By: Jim LeBlanc

Jim LeBlanc — Wed, 21 Jul 2010 17:08:19 +0000

Would love to hear more about the crisis management. Interesting that is the top goal of the organization! I wonder if Bill would answer this question: How are you organized to respond to crises, which can happen online at any moment in any part of the world? How do you monitor? How do you have the capable resources in place to respond immediately?

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By: Mark

Mark — Wed, 21 Jul 2010 14:47:15 +0000

@Billy — I liked that comment from Bill too. I definitely think this is evolving to be its own specialized field due to the rapidly-changing nature of the platforms.

Appreciate the comment!

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By: Billy Mitchell

Billy Mitchell — Wed, 21 Jul 2010 13:35:47 +0000

Great interview! Thanks Bill and Mark. My favorite takeaway from it. “You can build social DNA into every employee (and the business itself) yet still require a team of social media specialists who have deep expertise in the discipline — not to mention a more critical eye for bad behavior.”

Another enlightening read on the {grow} blog and a good start to my day.

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