[6] Hinchcliffe

　　统一通信

　　统一通信注重将所有类型的通信方式连接在一个单一连贯的战略中，与社会化媒体有大量的重合之处。尽管统一通信平台和战略在社交工具的发展中较为滞后，不过也越来越重视社会化媒体。

　　在线视频和音频

　　丰富的媒体，尤其是社会化媒体这种当今媒体的主要来源，逐渐成为强劲完整的数字战略的组成部分。一些新兴领域一直坚持使用多点视频聊天、视频存储和搜索、移动视频、转录和SEO能力，这应该引起社会化商务战略的重视。视频在数字体验和移动应用中的融合正在逐渐增加，例如Facebook在2011年7月加入了Skype的视频通话，Google+允许客户使用移动应用进行视频“群聊”。丰富的媒体能够带来更多的参与并提高工作效率[15]。数字战略将视频视为网络影响的驱动力，它能够促进价值增长，对长远的投资回报产生重大影响。

　　采用这种广泛的视角查看数字战略和社会化商务的交集也面临挑战，即找到并协调组织内部的当事人，他们能够在不减缓社会化商务进程的情况下促进整合战略的形成。然而，正如我们将在第18章将会谈到的，只有通过协调支持实际的分配行动，促进社会化商务单元进行持续广泛的自动活动，组织才能以正确且快速的方式实现社会化商务。

　　* * *

　　[1] Mack, G. “Facebook Overtakes MySpace.”Alexa Blog, May 7, 2008. http://blog.alexa.com/2008/05/facebook-overtakes-myspace_07.html.

　　[2] Butcher, D. “PepsiCo Exec: Majority of Social Interaction Will Happen via .” Mobile Marketer, Feb. 14, 2011. http://www.mobilemarketer.com/cms/news/social-networks/9071.html.

　　[3] Schonfeld, E. “Ramping Up: Mary Meeker’s Latest Mobile Trend Slides.” Techcrunch. Feb. 20, 2011. http://techcrunch.com/2011/02/10/meeker-mobile-slides/.

　　[4] Schaefer, M. “Research Shows Fastest-Growing Businesses Pile On to the Social Web.” Grow, Feb. 17, 2010. http://www.businessesgrow.com//research-shows-fastest-growing-businesses-pile-on-to-the-social-web/.

　　[5] Hameed, B. “Social Media Usage Exploding Amongst Fortune 500 Companies.” Social Times, Jan. 21, 2011. http://socialtimes.com/social-media-usage-exploding-amongst-fortune-500-companies_b35372.

　　[6] Hinchcliffe, D. “On Web Strategy.” June 29, 2011. http://dionhinchcliffe.com//on-web-strategy/.

　　[7] Hinchcliffe, D. “When Online Communities Go to Work.” Mar. 22,2010. http://www.zdnet.com/blog/hinchcliffe/when-online-commu-nities-go-to-work/1342.

　　[8] Carr, D. F. “How Social Software Boosted Our Supply Chain ROI.” InformationWeek, June 23, 2011. http://www.informationweek.com/thebrainyard/news/social_networking_private_platforms/231000274/how-social-software-boosted-our-supply-chain-roi.

　　[9] Best Buy. “BBY Open: Start Making.”https://bbyopen.com/devel-oper; Sears. “APIs.” SearsDeveloper Network. http://developer.sears.com/apis; World Bank. “About the API.” For Developers. http://data.worldbank.org/developers.

　　[10] Nielsen, J. “10 Best Intranets of 2011.” Jacob Nielsen’s Alertbox, Jan. 4,2011. http://www.useit.com/alertbox/intranet_design.html.

　　[11] Crum, C. “Brand Engagement, Purchase Intent.”WebProNews, Apr. 2010. http://www.webpronews.com/microsites-drive-brand-engagement-purchase-intent-2010–04.

　　[12] Frank, J. B. “E-Commerce ＋ M-Commerce = $1 Trillion by 2014.” ePayment News, Oct. 10, 2011. http://epaymentnews.blogspot.com/2011/10/e-commerce-m-commerce-1-trillion-by.html.

　　[13] Dachis Group. Research citation at presentation at Social Business, Apr. 2011.

　　[14] Research and Markets. “Global Mobile Applications Platform Market, 2010–2014.” Fierce Wireless, Apr. 1, 2011. http://www.fiercewireless.com/press-releases/research-and-markets-global-mobile-enterprise-applications-platform-market.

　　[15] Guerin, T. “Telstra Polycom Video Conferencing Case Study.” Slideshare, Nov. 2010. http://www.slideshare.net/Turloughg/telstra-polycom-video-conferencing-case-study.

　　第15章商务案例、试点、投资回报和价值的综合

　　经过五年的商务应用，社会化商务进入了一个新的成熟阶段，许多经验也随之呈现出来。如今社会化媒体已经不再如从前一般闪耀，也不再是未知的事物，社会化商务所讨论的话题也越来越实际。现在