Becoming a social business – not just a company with a Facebook page – is a change management opportunity and challenge for a company. It requires attention to people, processes, and technology.

The more important question is what can a company do to provide a better customer experience? And what changes to people, processes, and technology are needed to support the strategy and tactics for such a customer-centric business model?

Doing social from a holistic corporate perspective needs to be driven at...