Every business must manage a fundamental conflict between individuals who control the means of production and individuals who operate those means to a profit. Roger Martin outlined this struggle in the classic HBR article “Capital Versus Talent: The Battle That’s Reshaping Business.”
Today, businesses are challenged by an added dimension: the rise of social media. Individuals seek global recognition by sharing insider viewpoints with the world and Talent has embraced the leverage of new tools. Management has tried to quell the rise of a workforce filled with “personal brands,” wondering what defenses remain to mitigate the risks of an employee base that is active in social media.
I’ll discuss how the best solution for Capital is counterintuitive -- brands are best off by wholly embracing social business. Far from condoning revolution, management can harness the collective efforts of seemingly self-guided individuals for corporate gain under the umbrella of “social business.”