IWOM is not only changing communications via advertising, PR, marketing, sales, human resources, and customer service, it is changing business. These changes are beyond just "communications". IWOM's transformation of the relationship between brands and consumers means that it has relevance across the entire organization. The fact that it impacts so many areas of the organization means that it should not be "siloed" in any one of them. It is not only that each function needs to adapt or be "socialized", but that the entire organization may need to be redesigned or at least "recalibrated" to fully leverage social media and IWOM and become a social business.
Every business needs to be a social business, one that is leverages the power of social interactions occurring inside and outside the organization. If every business needs to become a social business, every business needs the "software" to enable that competency. Just as ERP systems enable more effective management of enterprise resources across the organization, and CRM systems enable more effective customer relationships management across the organization, a social business support system enables more effective use of social business intelligence across the organization.
IWOMmaster is the first class social business support system (SBSS) in China which independently developed by CIC: An integration of tools and services that empower enterprises including brands, agencies, and media to establish, develop and manage their own social business knowledge, applications and network inside and outside the organization.