For many companies with established communication channels, using enterprise social networking tools can pose a strain on traditional channels, such as call centers and so on. Organizations like the American Cancer Society, noted CIO Jay Ferro, have engaged audiences that communicate through their website, call centers and events, but integrating these various social mediums can be challenging. It's also a core agenda for organizations that want to reach their audiences wherever they are and through the medium in which they want to communicate. Part of this is about tools maturing, but part of it also involves a mental shift in how social media channels are integrated with traditional communication channels.
At the Social Shake-Up conference, Ferro sat down with SearchContentManagement . "One of the key ways that we raise money is through social tools, but we want to make it a more immersive experience," he said.