Social media has challenged business..true....but in a cultural not a structural way.
It has meant that social marketing has had to create a gateway for the customer to communicate through.....
But in terms of breaking the business model, that may feel as though it has started but I would argue it is only the start.....
I still see over the next few years a move away from the traditional business model, a move to future business with the customer at the heart of the design.
Social business will not challenge culturally as much as structurally....with the elimination of the gateway and the wall between customer and business!
It strikes me for all the evolution in the world we just continue to live in concentric circles....we live in the future by returning to the past.
Social media was about returning to the previous centuries concept of personal recommendation...just globally not locally.
Social business will be less about command and control and more about a nexus style network of expertise. The customer and the business merged...maybe this means the return to cooperative frameworks...or mass self employment networked by a kind of corporate body?
The older I get, the more I see the pattern of returning to what used to work - and what we got bored of!......maybe the clue to the future business is by looking at the past?
In your industry what used to be the business ideas? Is there a lesson for the future of social business? Combining the social element of local business and the social capacity of the global web?