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• Regression testing with Selenium GRID

  - by Ben Adderson

  A lot of software teams out there are tasked with supporting and maintaining systems that have grown organically over time, and the web team here at Red Gate is no exception. We're about to embark on our first significant refactoring endeavour for some time, and as such its clearly paramount that the code be tested thoroughly for regressions. Unfortunately we currently find ourselves with a codebase that isn't very testable - the three layers (database, business logic and UI) are currently tightly coupled. This leaves us with the unfortunate problem that, in order to confidently refactor the code, we need unit tests. But in order to write unit tests, we need to refactor the code :S To try and ease the initial pain of decoupling these layers, I've been looking into the idea of using UI automation to provide a sort of system-level regression test suite. The idea being that these tests can help us identify regressions whilst we work towards a more testable codebase, at which point the more traditional combination of unit and integration tests can take over. Ending up with a strong battery of UI tests is also a nice bonus :) Following on from my previous posts (here, here and here) I knew I wanted to use Selenium. I also figured that this would be a good excuse to put my xUnit [Browser] attribute to good use. Pretty quickly, I had a raft of tests that looked like the following (this particular example uses Reflector Pro). In a nut shell the test traverses our shopping cart and, for a particular combination of number of users and months of support, checks that the price calculations all come up with the correct values. [BrowserTheory] [Browser(Browsers.Firefox3_6, "http://www.red-gate.com")] public void Purchase1UserLicenceNoSupport(SeleniumProvider seleniumProvider) {     //Arrange     _browser = seleniumProvider.GetBrowser();     _browser.Open("http://www.red-gate.com/dynamic/shoppingCart/ProductOption.aspx?Product=ReflectorPro");                  //Act     _browser = ShoppingCartHelpers.TraverseShoppingCart(_browser, 1, 0, ".NET Reflector Pro");     //Assert     var priceResult = PriceHelpers.GetNewPurchasePrice(db, "ReflectorPro", 1, 0, Currencies.Euros);         Assert.Equal(priceResult.Price, _browser.GetText("ctl00_content_InvoiceShoppingItemRepeater_ctl01_Price"));     Assert.Equal(priceResult.Tax, _browser.GetText("ctl00_content_InvoiceShoppingItemRepeater_ctl02_Tax"));     Assert.Equal(priceResult.Total, _browser.GetText("ctl00_content_InvoiceShoppingItemRepeater_ctl02_Total")); } These tests are pretty concise, with much of the common code in the TraverseShoppingCart() and GetNewPurchasePrice() methods. The (inevitable) problem arose when it came to execute these tests en masse. Selenium is a very slick tool, but it can't mask the fact that UI automation is very slow. To give you an idea, the set of cases that covers all of our products, for all combinations of users and support, came to 372 tests (for now only considering purchases in dollars). In the world of automated integration tests, that's a very manageable number. For unit tests, it's a trifle. However for UI automation, those 372 tests were taking just over two hours to run. Two hours may not sound like a lot, but those cases only cover one of the three currencies we deal with, and only one of the many different ways our systems can be asked to calculate a price. It was already pretty clear at this point that in order for this approach to be viable, I was going to have to find a way to speed things up. Up to this point I had been using Selenium Remote Control to automate Firefox, as this was the approach I had used previously and it had worked well. Fortunately,  the guys at SeleniumHQ also maintain a tool for executing multiple Selenium RC tests in parallel: Selenium Grid. Selenium Grid uses a central 'hub' to handle allocation of Selenium tests to individual RCs. The Remote Controls simply register themselves with the hub when they start, and then wait to be assigned work. The (for me) really clever part is that, as far as the client driver library is concerned, the grid hub looks exactly the same as a vanilla remote control. To create a new browser session against Selenium RC, the following C# code suffices: new DefaultSelenium("localhost", 4444, "*firefox", "http://www.red-gate.com"); This assumes that the RC is running on the local machine, and is listening on port 4444 (the default). Assuming the hub is running on your local machine, then to create a browser session in Selenium Grid, via the hub rather than directly against the control, the code is exactly the same! Behind the scenes, the hub will take this request and hand it off to one of the registered RCs that provides the "*firefox" execution environment. It will then pass all communications back and forth between the test runner and the remote control transparently. This makes running existing RC tests on a Selenium Grid a piece of cake, as the developers intended. For a more detailed description of exactly how Selenium Grid works, see this page. Once I had a test environment capable of running multiple tests in parallel, I needed a test runner capable of doing the same. Unfortunately, this does not currently exist for xUnit (boo!). MbUnit on the other hand, has the concept of concurrent execution baked right into the framework. So after swapping out my assembly references, and fixing up the resulting mismatches in assertions, my example test now looks like this: [Test] public void Purchase1UserLicenceNoSupport() {    //Arrange    ISelenium browser = BrowserHelpers.GetBrowser();    var db = DbHelpers.GetWebsiteDBDataContext();    browser.Start();    browser.Open("http://www.red-gate.com/dynamic/shoppingCart/ProductOption.aspx?Product=ReflectorPro");                 //Act     browser = ShoppingCartHelpers.TraverseShoppingCart(browser, 1, 0, ".NET Reflector Pro");    var priceResult = PriceHelpers.GetNewPurchasePrice(db, "ReflectorPro", 1, 0, Currencies.Euros);    //Assert     Assert.AreEqual(priceResult.Price, browser.GetText("ctl00_content_InvoiceShoppingItemRepeater_ctl01_Price"));     Assert.AreEqual(priceResult.Tax, browser.GetText("ctl00_content_InvoiceShoppingItemRepeater_ctl02_Tax"));     Assert.AreEqual(priceResult.Total, browser.GetText("ctl00_content_InvoiceShoppingItemRepeater_ctl02_Total")); } This is pretty much the same as the xUnit version. The exceptions are that the attributes have changed,  the //Arrange phase now has to handle setting up the ISelenium object, as the attribute that previously did this has gone away, and the test now sets up its own database connection. Previously I was using a shared database connection, but this approach becomes more complicated when tests are being executed concurrently. To avoid complexity each test has its own connection, which it is responsible for closing. For the sake of readability, I snipped out the code that closes the browser session and the db connection at the end of the test. With all that done, there was only one more step required before the tests would execute concurrently. It is necessary to tell the test runner which tests are eligible to run in parallel, via the [Parallelizable] attribute. This can be done at the test, fixture or assembly level. Since I wanted to run all tests concurrently, I marked mine at the assembly level in the AssemblyInfo.cs using the following: [assembly: DegreeOfParallelism(3)] [assembly: Parallelizable(TestScope.All)] The second attribute marks all tests in the assembly as [Parallelizable], whilst the first tells the test runner how many concurrent threads to use when executing the tests. I set mine to three since I was using 3 RCs in separate VMs. With everything now in place, I fired up the Icarus* test runner that comes with MbUnit. Executing my 372 tests three at a time instead of one at a time reduced the running time from 2 hours 10 minutes, to 55 minutes, that's an improvement of about 58%! I'd like to have seen an improvement of 66%, but I can understand that either inefficiencies in the hub code, my test environment or the test runner code (or some combination of all three most likely) contributes to a slightly diminished improvement. That said, I'd love to hear about any experience you have in upping this efficiency. Ultimately though, it was a saving that was most definitely worth having. It makes regression testing via UI automation a far more plausible prospect. The other obvious point to make is that this approach scales far better than executing tests serially. So if ever we need to improve performance, we just register additional RC's with the hub, and up the DegreeOfParallelism. *This was just my personal preference for a GUI runner. The MbUnit/Gallio installer also provides a command line runner, a TestDriven.net runner, and a Resharper 4.5 runner. For now at least, Resharper 5 isn't supported.

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• Automating deployments with the SQL Compare command line

  - by Jonathan Hickford

  In my previous article, “Five Tips to Get Your Organisation Releasing Software Frequently” I looked at how teams can automate processes to speed up release frequency. In this post, I’m looking specifically at automating deployments using the SQL Compare command line. SQL Compare compares SQL Server schemas and deploys the differences. It works very effectively in scenarios where only one deployment target is required – source and target databases are specified, compared, and a change script is automatically generated and applied. But if multiple targets exist, and pressure to increase the frequency of releases builds, this solution quickly becomes unwieldy.   This is where SQL Compare’s command line comes into its own. I’ve put together a PowerShell script that loops through the Servers table and pulls out the server and database, these are then passed to sqlcompare.exe to be used as target parameters. In the example the source database is a scripts folder, a folder structure of scripted-out database objects used by both SQL Source Control and SQL Compare. The script can easily be adapted to use schema snapshots.     -- Create a DeploymentTargets database and a Servers table CREATE DATABASE DeploymentTargets GO USE DeploymentTargets GO CREATE TABLE [dbo].[Servers]( [id] [int] IDENTITY(1,1) NOT NULL, [serverName] [nvarchar](50) NULL, [environment] [nvarchar](50) NULL, [databaseName] [nvarchar](50) NULL, CONSTRAINT [PK_Servers] PRIMARY KEY CLUSTERED ([id] ASC) ) GO -- Now insert your target server and database details INSERT INTO dbo.Servers ( serverName , environment , databaseName) VALUES ( N'myserverinstance' , N'myenvironment1' , N'mydb1') INSERT INTO dbo.Servers ( serverName , environment , databaseName) VALUES ( N'myserverinstance' , N'myenvironment2' , N'mydb2') Here’s the PowerShell script you can adapt for yourself as well. # We're holding the server names and database names that we want to deploy to in a database table. # We need to connect to that server to read these details $serverName = "" $databaseName = "DeploymentTargets" $authentication = "Integrated Security=SSPI" #$authentication = "User Id=xxx;PWD=xxx" # If you are using database authentication instead of Windows authentication. # Path to the scripts folder we want to deploy to the databases $scriptsPath = "SimpleTalk" # Path to SQLCompare.exe $SQLComparePath = "C:\Program Files (x86)\Red Gate\SQL Compare 10\sqlcompare.exe" # Create SQL connection string, and connection $ServerConnectionString = "Data Source=$serverName;Initial Catalog=$databaseName;$authentication" $ServerConnection = new-object system.data.SqlClient.SqlConnection($ServerConnectionString); # Create a Dataset to hold the DataTable $dataSet = new-object "System.Data.DataSet" "ServerList" # Create a query $query = "SET NOCOUNT ON;" $query += "SELECT serverName, environment, databaseName " $query += "FROM dbo.Servers; " # Create a DataAdapter to populate the DataSet with the results $dataAdapter = new-object "System.Data.SqlClient.SqlDataAdapter" ($query, $ServerConnection) $dataAdapter.Fill($dataSet) | Out-Null # Close the connection $ServerConnection.Close() # Populate the DataTable $dataTable = new-object "System.Data.DataTable" "Servers" $dataTable = $dataSet.Tables[0] #For every row in the DataTable $dataTable | FOREACH-OBJECT { "Server Name: $($_.serverName)" "Database Name: $($_.databaseName)" "Environment: $($_.environment)" # Compare the scripts folder to the database and synchronize the database to match # NB. Have set SQL Compare to abort on medium level warnings. $arguments = @("/scripts1:$($scriptsPath)", "/server2:$($_.serverName)", "/database2:$($_.databaseName)", "/AbortOnWarnings:Medium") # + @("/sync" ) # Commented out the 'sync' parameter for safety, write-host $arguments & $SQLComparePath $arguments "Exit Code: $LASTEXITCODE" # Some interesting variations # Check that every database matches a folder. # For example this might be a pre-deployment step to validate everything is at the same baseline state. # Or a post deployment script to validate the deployment worked. # An exit code of 0 means the databases are identical. # # $arguments = @("/scripts1:$($scriptsPath)", "/server2:$($_.serverName)", "/database2:$($_.databaseName)", "/Assertidentical") # Generate a report of the difference between the folder and each database. Generate a SQL update script for each database. # For example use this after the above to generate upgrade scripts for each database # Examine the warnings and the HTML diff report to understand how the script will change objects # #$arguments = @("/scripts1:$($scriptsPath)", "/server2:$($_.serverName)", "/database2:$($_.databaseName)", "/ScriptFile:update_$($_.environment+"_"+$_.databaseName).sql", "/report:update_$($_.environment+"_"+$_.databaseName).html" , "/reportType:Interactive", "/showWarnings", "/include:Identical") } It’s worth noting that the above example generates the deployment scripts dynamically. This approach should be problem-free for the vast majority of changes, but it is still good practice to review and test a pre-generated deployment script prior to deployment. An alternative approach would be to pre-generate a single deployment script using SQL Compare, and run this en masse to multiple targets programmatically using sqlcmd, or using a tool like SQL Multi Script.  You can use the /ScriptFile, /report, and /showWarnings flags to generate change scripts, difference reports and any warnings.  See the commented out example in the PowerShell: #$arguments = @("/scripts1:$($scriptsPath)", "/server2:$($_.serverName)", "/database2:$($_.databaseName)", "/ScriptFile:update_$($_.environment+"_"+$_.databaseName).sql", "/report:update_$($_.environment+"_"+$_.databaseName).html" , "/reportType:Interactive", "/showWarnings", "/include:Identical") There is a drawback of running a pre-generated deployment script; it assumes that a given database target hasn’t drifted from its expected state. Often there are (rightly or wrongly) many individuals within an organization who have permissions to alter the production database, and changes can therefore be made outside of the prescribed development processes. The consequence is that at deployment time, the applied script has been validated against a target that no longer represents reality. The solution here would be to add a check for drift prior to running the deployment script. This is achieved by using sqlcompare.exe to compare the target against the expected schema snapshot using the /Assertidentical flag. Should this return any differences (sqlcompare.exe Exit Code 79), a drift report is outputted instead of executing the deployment script.  See the commented out example. # $arguments = @("/scripts1:$($scriptsPath)", "/server2:$($_.serverName)", "/database2:$($_.databaseName)", "/Assertidentical") Any checks and processes that should be undertaken prior to a manual deployment, should also be happen during an automated deployment. You might think about triggering backups prior to deployment – even better, automate the verification of the backup too.   You can use SQL Compare’s command line interface along with PowerShell to automate multiple actions and checks that you need in your deployment process. Automation is a practical solution where multiple targets and a higher release cadence come into play. As we know, with great power comes great responsibility – responsibility to ensure that the necessary checks are made so deployments remain trouble-free.  (The code sample supplied in this post automates the simple dynamic deployment case – if you are considering more advanced automation, e.g. the drift checks, script generation, deploying to large numbers of targets and backup/verification, please email me at [email protected] for further script samples or if you have further questions)

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• A Look Inside JSR 360 - CLDC 8

  - by Roger Brinkley

  If you didn't notice during JavaOne the Java Micro Edition took a major step forward in its consolidation with Java Standard Edition when JSR 360 was proposed to the JCP community. Over the last couple of years there has been a focus to move Java ME back in line with it's big brother Java SE. We see evidence of this in JCP itself which just recently merged the ME and SE/EE Executive Committees into a single Java Executive Committee. But just before that occurred JSR 360 was proposed and approved for development on October 29. So let's take a look at what changes are now being proposed. In a way JSR 360 is returning back to the original roots of Java ME when it was first introduced. It was indeed a subset of the JDK 4 language, but as Java progressed many of the language changes were not implemented in the Java ME. Back then the tradeoff was still a functionality, footprint trade off but the major market was feature phones. Today the market has changed and CLDC, while it will still target feature phones, will have it primary emphasis on embedded devices like wireless modules, smart meters, health care monitoring and other M2M devices. The major changes will come in three areas: language feature changes, library changes, and consolidating the Generic Connection Framework.  There have been three Java SE versions that have been implemented since JavaME was first developed so the language feature changes can be divided into changes that came in JDK 5 and those in JDK 7, which mostly consist of the project Coin changes. There were no language changes in JDK 6 but the changes from JDK 5 are: Assertions - Assertions enable you to test your assumptions about your program. For example, if you write a method that calculates the speed of a particle, you might assert that the calculated speed is less than the speed of light. In the example code below if the interval isn't between 0 and and 1,00 the an error of "Invalid value?" would be thrown. private void setInterval(int interval) { assert interval > 0 && interval <= 1000 : "Invalid value?" } Generics - Generics add stability to your code by making more of your bugs detectable at compile time. Code that uses generics has many benefits over non-generic code with: Stronger type checks at compile time. Elimination of casts. Enabling programming to implement generic algorithms. Enhanced for Loop - the enhanced for loop allows you to iterate through a collection without having to create an Iterator or without having to calculate beginning and end conditions for a counter variable. The enhanced for loop is the easiest of the new features to immediately incorporate in your code. In this tip you will see how the enhanced for loop replaces more traditional ways of sequentially accessing elements in a collection. void processList(Vector<string> list) { for (String item : list) { ... Autoboxing/Unboxing - This facility eliminates the drudgery of manual conversion between primitive types, such as int and wrapper types, such as Integer.  Hashtable<Integer, string=""> data = new Hashtable<>(); void add(int id, String value) { data.put(id, value); } Enumeration - Prior to JDK 5 enumerations were not typesafe, had no namespace, were brittle because they were compile time constants, and provided no informative print values. JDK 5 added support for enumerated types as a full-fledged class (dubbed an enum type). In addition to solving all the problems mentioned above, it allows you to add arbitrary methods and fields to an enum type, to implement arbitrary interfaces, and more. Enum types provide high-quality implementations of all the Object methods. They are Comparable and Serializable, and the serial form is designed to withstand arbitrary changes in the enum type. enum Season {WINTER, SPRING, SUMMER, FALL}; } private Season season; void setSeason(Season newSeason) { season = newSeason; } Varargs - Varargs eliminates the need for manually boxing up argument lists into an array when invoking methods that accept variable-length argument lists. The three periods after the final parameter's type indicate that the final argument may be passed as an array or as a sequence of arguments. Varargs can be used only in the final argument position. void warning(String format, String... parameters) { .. for(String p : parameters) { ...process(p);... } ... } Static Imports -The static import construct allows unqualified access to static members without inheriting from the type containing the static members. Instead, the program imports the members either individually or en masse. Once the static members have been imported, they may be used without qualification. The static import declaration is analogous to the normal import declaration. Where the normal import declaration imports classes from packages, allowing them to be used without package qualification, the static import declaration imports static members from classes, allowing them to be used without class qualification. import static data.Constants.RATIO; ... double r = Math.cos(RATIO * theta); Annotations - Annotations provide data about a program that is not part of the program itself. They have no direct effect on the operation of the code they annotate. There are a number of uses for annotations including information for the compiler, compiler-time and deployment-time processing, and run-time processing. They can be applied to a program's declarations of classes, fields, methods, and other program elements. @Deprecated public void clear(); The language changes from JDK 7 are little more familiar as they are mostly the changes from Project Coin: String in switch - Hey it only took us 18 years but the String class can be used in the expression of a switch statement. Fortunately for us it won't take that long for JavaME to adopt it. switch (arg) { case "-data": ... case "-out": ... Binary integral literals and underscores in numeric literals - Largely for readability, the integral types (byte, short, int, and long) can also be expressed using the binary number system. and any number of underscore characters (_) can appear anywhere between digits in a numerical literal. byte flags = 0b01001111; long mask = 0xfff0_ff08_4fff_0fffl; Multi-catch and more precise rethrow - A single catch block can handle more than one type of exception. In addition, the compiler performs more precise analysis of rethrown exceptions than earlier releases of Java SE. This enables you to specify more specific exception types in the throws clause of a method declaration. catch (IOException | InterruptedException ex) { logger.log(ex); throw ex; } Type Inference for Generic Instance Creation - Otherwise known as the diamond operator, the type arguments required to invoke the constructor of a generic class can be replaced with an empty set of type parameters (<>) as long as the compiler can infer the type arguments from the context.  map = new Hashtable<>(); Try-with-resource statement - The try-with-resources statement is a try statement that declares one or more resources. A resource is an object that must be closed after the program is finished with it. The try-with-resources statement ensures that each resource is closed at the end of the statement.  try (DataInputStream is = new DataInputStream(...)) { return is.readDouble(); } Simplified varargs method invocation - The Java compiler generates a warning at the declaration site of a varargs method or constructor with a non-reifiable varargs formal parameter. Java SE 7 introduced a compiler option -Xlint:varargs and the annotations @SafeVarargs and @SuppressWarnings({"unchecked", "varargs"}) to supress these warnings. On the library side there are new features that will be added to satisfy the language requirements above and some to improve the currently available set of APIs.  The library changes include: Collections update - New Collection, List, Set and Map, Iterable and Iteratator as well as implementations including Hashtable and Vector. Most of the work is too support generics String - New StringBuilder and CharSequence as well as a Stirng formatter. The javac compiler  now uses the the StringBuilder instead of String Buffer. Since StringBuilder is synchronized there is a performance increase which has necessitated the wahat String constructor works. Comparable interface - The comparable interface works with Collections, making it easier to reuse. Try with resources - Closeable and AutoCloseable Annotations - While support for Annotations is provided it will only be a compile time support. SuppressWarnings, Deprecated, Override NIO - There is a subset of NIO Buffer that have been in use on the of the graphics packages and needs to be pulled in and also support for NIO File IO subset. Platform extensibility via Service Providers (ServiceLoader) - ServiceLoader interface dos late bindings of interface to existing implementations. It helpe to package an interface and behavior of the implementation at a later point in time.Provider classes must have a zero-argument constructor so that they can be instantiated during loading. They are located and instantiated on demand and are identified via a provider-configuration file in the METAINF/services resource directory. This is a mechansim from Java SE. import com.XYZ.ServiceA; ServiceLoader<ServiceA> sl1= new ServiceLoader(ServiceA.class); Resources: META-INF/services/com.XYZ.ServiceA: ServiceAProvider1 ServiceAProvider2 ServiceAProvider3 META-INF/services/ServiceB: ServiceBProvider1 ServiceBProvider2 From JSR - I would rather use this list I think The Generic Connection Framework (GCF) was previously specified in a number of different JSRs including CLDC, MIDP, CDC 1.2, and JSR 197. JSR 360 represents a rare opportunity to consolidated and reintegrate parts that were duplicated in other specifications into a single specification, upgrade the APIs as well provide new functionality. The proposal is to specify a combined GCF specification that can be used with Java ME or Java SE and be backwards compatible with previous implementations. Because of size limitations as well as the complexity of the some features like InvokeDynamic and Unicode 6 will not be included. Additionally, any language or library changes in JDK 8 will be not be included. On the upside, with all the changes being made, backwards compatibility will still be maintained. JSR 360 is a major step forward for Java ME in terms of platform modernization, language alignment, and embedded support. If you're interested in following the progress of this JSR see the JSR's java.net project for details of the email lists, discussions groups.

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• OK - What now? How do we become a Social Business?

  - by Michael Snow

  We hope that those of you that attended yesterday's Webcast with Brian Solis enjoyed Brian's discussion with Christian Finn for our last Webcast of the season for the Oracle Social Business Thought Leaders Series.  For those of you that may have missed the webcast or were stuck at a company holiday party - you'll be glad to hear that the webcast will be available On-Demand starting later today (12/14/12). And any of you who'd like to listen to a quick but informative podcast with Brian - can listen to that here. Some of you may still be left with questions about how to get from point A to point B and even more confused than when you started thinking about this new world of Digital Darwinism. The post below, grabbed from an abundance of great thought leadership prose on Brian's blog may help you frame the path you need to start walking sooner versus later to stay off of the endangered species list.  As you explore your path forward, please keep Oracle in mind - we do offer a wide range of solutions to help your organization 12.00 Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} optimize the engagement for your customers, employees and partners. The Path from a Social Brand to a Social Business Brian Solis Originally posted May 2, 2012 I’ve been a long-time supporter of MediaTemple’s (MT)Residence program along with Gary Vaynerchuk, Neil Patel, and many others whom I respect. I wanted to share my “7 questions to answer to become a social business” with you here.. Social Media is pervasive and is becoming the new normal in corporate marketing. Brands who get this right are starting to build their own media networks rich with customer connections numbering in the millions. Right now, Coca-Cola has over 34 million fans on Facebook, but they’re hardly alone. Disney follows just behind with 29 million fans, Starbucks boasts 25 million, and Oreo, Red Bull, and Converse play host to over 20 million fans. If we were to look at other networks such as Twitter and Youtube, we would see a recurring theme. People are connecting en masse with the businesses they support and new media represents the ability to cultivate consumer relationships in ways not possible with traditional earned or paid media. Sounds great right? This might sound abrupt, but the truth is that we’re hardly realizing the potential of what lies before us. Everything begins with understanding not just how other brands are marketing themselves in social media, but also seeing what they’re not doing and envisioning what’s possible. We’re already approaching the first of many crossroads that new media will present. Do we take the path of a social brand or that of a social business? What’s the difference? A social brand is just that, a business that is remodeling or retrofitting its existing marketing practices to new media. A social business is something altogether different as it embraces introspection and extrospection to reevaluate internal and external processes, systems, and opportunities to transform into a living, breathing entity that adapts to market conditions and opportunities. It’s a tough decision to make right now especially at a time when all we read about is how much success many businesses are finding without having to answer this very question. With all of the newfound success in social networks, the truth is that we’re only just beginning to learn what’s possible and that’s where you come in. When compared to the investment in time and resources across the board, social media represents only a small part of the mix. But with your help, that’s all about to change. The CMO Survey, an organization that disseminates the opinions of top marketers in order to predict the future of markets, recently published a report that gave credence to the fact that social media is taking off. One of the most profound takeaways from the report was this gem; “The “like button” [in Facebook] packs more customer-acquisition punch than other demand-generating activities.” With insights like this, it’s easy to see why the race to social is becoming heated. The report also highlighted exactly where social fits in the marketing mix today and as you can see, despite all of the hype, it’s not a dominant focus yet. As of August 2011, the percentage of overall marketing budgets dedicated to social media hovered at around 7%. However, in 2012 the investment in social media will climb to 10%. And, in five years, social media is expected to represent almost 18% of the total marketing budget. Think about that for a moment. In 2016, social media will only represent 18%? Queue the sound of a record scratching here. With businesses finding success in social networks, why are businesses failing to realize the true opportunity brought forth by the ability to listen to, connect with, and engage with customers? While there’s value in earning views, driving traffic, and building connections through the 3F’s (friends, fans and followers), success isn’t just defined simply by what really amounts to low-hanging fruit. The truth is that businesses cannot measure what it is they don’t know to value. As a result, innovation in new engagement initiatives is stifled because we’re applying dated or inflexible frameworks to new paradigms. Social media isn’t owned by marketing, but instead the entire organization. This changes everything and makes your role so much more important. It’s up to you to learn how to think outside of the proverbial social media box to see what others don’t, the ability to improve customers experiences through the evolution of a social brand into a social business. Doing so will translate customer insights from what they do and don’t share in social networks into better products, services, and processes. See, customers want something more from their favorite businesses than creative campaigns, viral content, and everyday dialogue in social networks. Customers want to be heard and they want to know that you’re listening. How businesses use social media must remind them that they’re more than just an audience, consumer, or a conduit to “trigger” a desired social effect. Herein lies both the challenge and opportunity of social media. It’s bigger than marketing. It’s also bigger than customer service. It’s about building relationships with customers that improve experiences and more importantly, teaches businesses how to re-imagine products and internal processes to better adapt to potential crises and seize new opportunities. When it comes down to it, Twitter, Facebook, Youtube, Foursquare, are all channels for listening, learning, and engaging. It’s what you do within each channel that builds a community around your brand. And, at the end of the day, the value of the community you build counts for everything. It’s important to understand that we cannot assume that these networks simply exist for people to lineup for our marketing messages or promotional campaigns. Nor can we assume that they’re reeling in anticipation for simple dialogue. They want value. They want recognition. They want access to exclusive information and offers. They need direction, answers and resolution. What we’re talking about here is the multidimensional makeup of consumers and how a one-sided approach to social media forces the needs for social media to expand beyond traditional marketing to socialize the various departments, lines of business, and functions to engage based on the nature of the situation or opportunity. In the same CMO study, it was revealed that marketers believe that social media has a long way to go toward integrating into the overall company strategy. On a scale of 1-7, with one being “not integrated at all” and seven being “very integrated,” 22% chose “one.” Critical functions such as service, HR, sales, R&D, product marketing and development, IR, CSR, etc. are either not engaged or are operating social media within a silo disconnected from other efforts or possibilities. The problem is that customers don’t view a company by silo, instead they see one company, one brand, and their experience in social media forms an impression that eventually contributes to their view of your brand. The first step here is to understand business priorities and objectives to assess how social media can be additive in achieving these goals. Additionally, surveying the landscape to determine other areas of interest as its specifically related to your business. • Are customers seeking help or direction? • Who are your most valuable customers and what are they sharing? • How can you use social media to acquire and retain customers? - What ideas are circulating and how can you harness user generated activity and content to innovate or adapt to better meet the needs of customers? - How can you broaden a single customer view to recognize the varying needs of customers and how your organization can organize around each circumstance? - What insights exist based on how consumers are interacting with one another? How can this intelligence inform marketing, service, products and other important business initiatives? - How can your business extend their current efforts to deliver better customer experiences and in turn more effectively unit internal collaboration and communication? Customer demands far exceed the capabilities of the marketing department. While creating a social brand is a necessary endeavor, building a social business is an investment in customer relevance now and over time. Beyond relevance, a social business fosters a culture of change that unites employees and customers and sets a foundation for meaningful and beneficial relationships. Innovation, communication, and creativity are the natural byproducts of engagement and transformation. As a social brand, we are competing for the moment. As a social business, we are competing the future in all that we do today.

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