It’s about customers, not technology

Amidst a great post on social media execution strategies within large organizations, Jeremiah Owyang from Forrester reiterates an important point about what social media is really about:

“80% is Strategy only 20% is Technology. Eighty percent of social media success is dependent on understanding customers, defining an objective, and assembling the right strategy that encompasses: plans, roles, process, budgets, measurement, and training –not a focus on technology.

“The faster brands can realize that approaching social marketing and collaboration isn’t about technology, but about process and change management the better off they are.”