As with the internet itself, social media has come to stay and is fundamentally affecting the way organizations are interacting, both internally and externally. However, when organizations adopt social media initiatives, they will not achieve its full potential unless the changes are integrated with both its operational processes and its approach to continuous improvement.

This chapter will discuss the changing market around social media as well as how Socially Oriented Process Modeling can be used effectively to enable business model renewal, service improvements, customer performance focus, as well as address critical debates about whether to automate certain processes or keep them manual.