I was able to meet with an ex-Microsoft employee Rob Howard who is founder and CTO of Telligent.
Telligent is dedicated to being the most trusted and innovative enterprise collaboration and community software company. We were founded in 2004 by technology visionary Rob Howard around his fundamental beliefs that information should be independent of tools, and communities – social and business – contain vast amounts of untapped, unshared knowledge.
After I watched Rob's presentation on World Class Communities. I was thinking about this graphic. You can get a PDF of the presentation here.
And then it hit me. Almost everybody focuses on throwing resources at the participation on Facebook, Twitter, Youtube, etc., but few think about the ownership of the community. How can you own your community when you use Facebook and Twitter?
If you think about Facebook and Twitter as your distribution channel, then you need to have something at the core of your social networking strategy. You need command and control (C2) technology.
Command and control, or C2, in a military organization can be defined as the exercise of authority and direction by a properly designated commanding officer over assigned and attached forces in the accomplishment of the mission.
The DOD Dictionary of Military and Associated Terms defines it as "[t]he exercise of authority and direction by a properly designated commander over assigned and attached forces in the accomplishment of the mission. Command and control functions are performed through an arrangement of personnel, equipment, communications, facilities, and procedures employed by a commander in planning, directing, coordinating, and controlling forces and operations in the accomplishment of the mission. Also called C2." 
Rob has the idea of Command and Control is his paper.
To truly become world class, leaders will invest not only in the technology to run the community, but the people and resources to support the community. The community must be an integral part of the entire experience and culture of the organization.
It's so clear now. The top mistake people make in social networking is they don't have command and control technology as part of their social networking strategy.
I am looking forward to more conversations with Rob on this topic and the use of Telligent SW in social networking solutions.
If you really want to go further you think about Command and Control Intelligence and Telligent does that as well with Analytics.
- Monitor key decisions and community buzz.Evaluate brand awareness, sentiment and customer loyalty to enhance your interactive marketing strategy.
- Get a handle on service performance. Monitor trends and identify the most valuable people and information to deliver on your support commitments.
- Understand your community network. Track what your customers and employees are thinking, how they’re connected and what they contribute to your community.
- Build a sustainable community. Mine community data and assess the impact of your community via community health indicators.