Q: What do you see is the biggest difference between the Personal Social Graph and the Corporate Social Graph?
A: The biggest difference is that a brand identity needs to be kept intact. Although I will say that I believe there are things to be learned from individual social graphs with respect to identity. My LinkedIn account is very different from my Facebook account which is very different from my web site. Each serves a different purpose and is used to connect with different types of people in different ways. Sounds a bit schizophrenic but people behave differently in a variety of social situations, just as companies do. We have to remember that businesses are comprised of people. They just need to be conscious of what other team members are doing within other brand channels/mediums. The goal is the interactivity; communicate and share information and the real trick is how to get customers to expand the corporate social graph.
Part 1 of this interview is also available
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