Much has been written about growing Enterprise use of social media (usually Twitter, these days) to successfully track and mitigate customer complaint. Many have been quick to spot that the disproportionately high cost of satisfying (or, more cynically, silencing) these early adopters is unlikely to scale effectively as an increasingly large cohort of customers move onto these services, and it must remain an open question as to whether ComcastCares and its peers can survive any move to the mainstream in recognisable form.

It appears, though, that Enterprise engagement in the social sphere changes the game far more significantly than merely enabling a select few twitterati to jump the Customer Support queue, and that this change is worth effort and investment in order to ensure that it does scale. What’s actually happening is that a relationship is being enabled between a brand and what Seth Godin might recognise as its tribe; a relationship in which interactions are no longer driven predominantly by the desire to seek redress. Rather than only raising those issues serious enough for us to have written letters or endured telephone muzak in the past, we now comment on issues at the periphery of a brand. Collectively, we’ve moved from simply complaining about the worst failures of companies, their products and their employees, toward emitting an impressive stream of FYIs. Individually insignificant, and possibly unimportant, together these light touches on and around a brand build into an ever-changing and valuable commentary that brands and the corporations they front would do well to take notice of. The minor niggles about an otherwise exemplary service, the human touches that made us smile, the odd inconsistencies in a polished persona; none are enough to make us pick up the phone, but we comment upon them endlessly in Twitter, Facebook, FriendFeed and elsewhere, and by tapping into this fundamentally honest stream of consciousness there is much for those about whom we comment to learn. Good companies probably already know about fundamental failings in a product long before their customer support operation melts down under the weight of complaints or their quarterly sales targets are seriously under-achieved. Do they have as good a handle on the things we love? Do they have a clue about the minor gripes of customers outside their pre-launch polling groups? Do they know about the gut reaction to a colour, a touch, a smell, or a careless word that persuaded a likely prospect to buy a technically or aesthetically inferior product from the competition instead? All this and more is there for the taking in the stream of online chatter freely directed their way.

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In my recent cull of subscriptions to print media, BusinessWeek had no difficulty whatsoever in avoiding the chop. It consistently offers a useful and timely perspective on events in the world around me, and (subjectively) seems to intelligently consider the tech perspective on things more often than some of its competitors.

Last September, the BusinessWeek.com site rolled out the beta of a new service; Business Exchange. Closely linked to stories in the magazine and features on BusinessWeek.com, the Business Exchange is a fledgling social network within which members can access background material on stories, submit additional resources of their own, and comment on the content they find. Business Exchange links frequently feature prominently at the end of articles in the magazine, but I’m quite surprised at how rarely I find myself explicitly directed back into the magazine from the site. For a quick introduction, see this video of a recent presentation by BusinessWeek Executive Editor, BusinessWeek.com Editor in Chief (and active twitterer), John Byrne.

According to BusinessWeek’s Director of User Participation, Ron Cassalotti, over 1,000 topics have been approved on the site since it opened four months ago. One of those (the Semantic Web, of course) was started by me, but I also consume and contribute content across a range of other topics relevant to my business interests. Much of this activity is relatively passive, but the site also offers the ability to grow a network of like-minded fellow members, to flag items of interest, and to comment on content shared by others.

User profile and topic pages are visible to non-members, and also rank highly in Google; as Ron demonstrated by showing me how much higher my Business Exchange profile page ranks than my far older LinkedIn profile.

Topics are suggested by BusinessWeek staff and by members of the site, and I get the impression that topics tend to be approved if the topic is in-scope (for BusinessWeek readers) and actively discussed out on the open Web. Ron tells me that there is no formal taxonomy for topics, which certainly makes it more straightforward for his team to adapt to evolving member interests and the shifting nature of the News. The lack of a formal taxonomy raises issues of its own, of course. I, for example, followed both ‘Cloud Computing‘ and ‘Cloud Computing Research.’ The former was proposed by Business Exchange member Ralph Perry, and the latter by BusinessWeek Senior Writer Stephen Baker in gathering background content to inform articles in the magazine. For a while I simply cross-posted content to both, but the numbers would suggest that Stephen’s topic is ‘winning,’ and attracting the eyeballs. Presumably at some point a back-end process (or one of Ron’s team) will make a decision to simply merge the two topics?

The network – and its features – are clearly still evolving, and there’s a way to go. I do find myself on the site most days, though, exhibiting web site visiting behaviour that I thought I’d left behind years ago in favour of my RSS reader.

And today? I find that I’m the Business Exchange’s Featured User, there for all the world to see… 

Thanks to Ron and the team, and if you keep up the good work I’ll keep coming back.

My next step, of course, is to move from being Featured User on the Business Exchange to getting my work printed in BusinessWeek itself. Then my social network-sceptical mum really will be impressed!

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