Conventional deal structures do not always work when large mainstream corporations engage with small social media companies. To go-live you need to go smart. Big companies need to understand the different business processes of small companies, and vice versa. Process awareness and comprehension between the parties generally does not happen easily or automatically. Success is better achieved when mainstream companies grab the proverbial bull by the horns and engineer it. When a digital business unit sits atop individual business lines, internal business process must be calibrated.