If the leaders in your organization are resisting the move to a social business, then recognize I understand your situation. I understand the entrenched self-interests, and I am here to help you defeat them. What you need is a Trojan Horse, a strategy that delivers a desirable (expected) effect and a covert (unexpected) one, by undertaking the following:
Create a detailed assessment of your competitors’ internal and external social business practices. Gather social stats, technologies used, success stories, consumer sentiment. You are basically gathering information to build a case.
Present what you’ve learned using side-by-side comparisons (competitors and your organization). Show lost opportunities and try and quantify a dollar value.
If the data is compelling and your executives agree, then ask to pilot an internal or external social business initiative. Make sure you have the necessary resources to be successful. Then execute.
**** A great practical way to win the battle for social with data and process. Marty