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            Before  the  COVID-19  crisis,  digitalization  was  an
            abstract concept for many. Of course, there was email
            and  WhatsApp,  and  accounting  no  longer  existed  on
            paper,  but  was  digitally  mapped  using  appropriate
            software and Excel tables. Nevertheless, concepts like
            digital  collaboration  were  abstract  terms  for  most       COVID-19

            The fact is, that digitization combined with social tools
            lead  to  much  more  agile  companies,  as  already
            McKinsey revealed in one of their global studies a few
            years back. According to the experts, the business use   •  Companies that have made digitally processed
            of social tools is nearly universal which is why we will   knowledge and know-how available, have a clear
            make  more  and  more  use  of  team-collaboration      advantage in the home office phase.
                                                                  •  Internal blogs, in which current information is
            “These  tools  are  cloud  based,  designed  for  real-time   communicated in a structured manner, are
            interactions,  allow  users  to  search  conversations,   significantly more effective than email chains or a
            provide a distinctive user experience, and integrate with   quickly set up WhatsApp group.
            other enterprise  applications (such as file sharing and
            social  media),  among  several  other  features”,  Mc   •  Frequently asked questions and best practice
            Kinsey  states.  Especially,  since  social  media  creates   solutions are available to everyone.
            searchable content as a by-product of collaboration, the
            new-generation tools could even begin to replace email   •  Meetings are not mapped personally, but via digital
            as  the  default  channel  of  written  communication,  the   collaboration tools.
            company believes.
                                                                  •  Work packages and projects are distributed
                                                                    digitally, as well as responsibilities and tasks
                                                                    assigned, so that everyone can concentrate and
                                                                    work effectively from their home office.

                                                                 The  advantage  of  digitization  is  only  now  becoming
                                           COVID-19              apparent  to  many  companies  -  during  the  crisis.
                                                                 Whether  home  office  or  not,  the  work  can  go  on  as
                                                                 usual,  since  digital  business  models  do  not  need  a
                                                                 centrally  organized  production  team.  They  can  be
                                                                 managed  and  controlled  conveniently  from  the  home
                                                                 office,  just  like  every  digital  process  can  also  be
            Because  of  the  pandemic,  companies  are  practically   administered from anywhere.
            flung  into  the  age  of  digitization,  since  work  is
            organized  regardless  of  time  and  place:  it  is  not  the   Thousands of companies are realizing these days that
            time or location of the service that is important, but the   the often abstract-looking concept of digitization is now
            measurable  result.  Companies  that  organize  their   vital  to  survival  –  and  remains  essential  for  survival.
            digital  collaboration  on  this  principle  have  advantages   Just  keep  in  mind  that  the  danger  of  another  corona
            in the current crisis.                               outbreak  in  autumn  is  not  averted.  On  the  contrary:
                                                                 situations  like  the  one  we  are  experiencing  these
            Until  a  few  weeks  ago,  it  was  just  nice  to  have  a   weeks  could  repeat  themselves.  The  corona  crisis
            distinctive  knowledge  management  system  that  was   gives a boost to digitalization because companies woke
            easily  accessible  to  all  employees  on  an  online   up  in  the  crisis,  increasingly  thinking  about  how  they
            platform: it wasn't really essential for survival but might   can make themselves more crisis-proof. The solution is
            be  exactly  the  competitive  advantage  that’s  needed   making work productive regardless of space and time.
            now:                                                 Hence,  thousands  of  companies  are  realizing  these
                                                                 days  that  the  often  abstract-looking  concept  of
                                                                 digitization is vital to survival. ◊

                                                                                               By Daniela La Marca

             April 2020: Social Commerce & Influencer Marketing: social shopping as the future of commerce       6
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