Marching to the Customers’ Drum Beat. Creating A Social Business at SAP

April 11, 2012, by Haydn Shaughnessy

ForbesHow do companies create a social business? The answer to that question is defining the future of software giant SAP. I caught up with Mark Yolton Senior Vice President for Communities and Social Media at SAP to discuss it. Mark is naturally very bullish about SAP’s capability to create a social business. My view on this? 1. The reservations he expresses about scaling social are the crux of the challenge. 2. I believe SAP has to be more radical about change if it is to help its customers, particularly around the new social value system.

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