I generally don’t go in for the hand waving around social for business. While I’m a proponent of social, I like to see proof before I announce the revolution. There’s nothing I hate more than the social media gurus who seem to want to pigeon-hole organizations into standards tools and processes without really understanding who they are, and who their customers are.

Which is why when I first saw the video below, I was excited. It’s an example in which KLM Airlines dabbled in using social media to surprise and delight some travellers with random acts of kindness.

Of course today it looks a little hokey, a little contrived. But imagine this as the norm, imagine it without video cameras recording it for posterity and imagine when a consumer really knows that they can connect with an organization if they need to – that’s the social revolution.

While Marc Benioff has been criticized for being  little too evangelical about the social enterprise, and while some may be offended at his conflating both the Arab Spring and the Occupy Wall Street movement as indicators that a similar revolution is coming for the enterprise, watching  video like this it’s easy o see that Benioff, while obviously putting a salesforce slant on it, isn’t far from the truth.

Ben Kepes

Ben Kepes is a technology evangelist, an investor, a commentator and a business adviser. Ben covers the convergence of technology, mobile, ubiquity and agility, all enabled by the Cloud. His areas of interest extend to enterprise software, software integration, financial/accounting software, platforms and infrastructure as well as articulating technology simply for everyday users.

  • This is really just a business doing things right rather than a business doing things social.

    Whilst they might be amplifying their right business with social tools, and seeking people to do it for with the same tools, they’re ‘just’ treating their customers well: there’s nothing new about that, no matter how unusual it is in the business world.

    How will they ramp this up past the cute level seen in the vid? Does it scale?

    • Adrian – fair comments, but having spent time wrangling the utter uselessness of other airlines (particularly the US ones) it’s a refreshing change. But yeah, point taken

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