Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
GET RECOGNIZED.
Let an ISACA® certification
elevate your career.

Register today and save
Computing
Tame your scariest paperwork. Find Out How
Average Rating:
Rate this article:  
Middle Managers Struggle with Enterprise Social Media, IBM Finds
Middle Managers Struggle with Enterprise Social Media, IBM Finds

By Jennifer LeClaire
November 21, 2012 11:01AM

    Bookmark and Share
IBM demonstrated that the key to accelerating widespread adoption of social media in business lies in two areas: an organization's ability to build social business expertise among employees, and encouraging behavioral changes that may influence a wider cultural shift. However, only one-quarter of companies believe they are prepared for this, IBM found.
 



Companies are increasing their social technology investments, but middle management leaders are struggling to embrace these capabilities as part of their day-to-day work. So says a new IBM study.

While 46 percent of the organizations increased their investments in social technologies in 2012, only 22 percent believed that managers are prepared to incorporate social tools and approaches into their daily practices. Two-thirds of respondents were not sure they sufficiently understood the impact that social technologies would have on their organizations over the next three years.

The report, entitled, "The Business of Social Business: What Works and How It's Done," reveals companies at the forefront of this trend are doing more than developing a presence on major social platforms. As IBM defines it, a social business embeds social technologies into core business processes, and then applies the technologies to drive customer-facing activities such as lead generation, sales and post-sales service.

"Businesses are struggling to make sense of the vast amount of data generated from social networks, said Kevin Custis, vice president and global leader social business and mobility services at IBM Global Business Services. "To transform a vision into a reality, executive leadership must guide middle management on the value of being a social business, and build companywide support for the use of social practices across organizational functions."

Encouraging Behavioral Changes

In the study, IBM demonstrated that the key to accelerating widespread adoption of social media in business lies in two areas: an organization's ability to build social business expertise among employees and encouraging behavioral changes that may influence a wider cultural shift. However, only one-quarter of companies believe they are fully prepared to address the cultural changes that are associated with this transformation.

For organizations to evolve into social enterprises, IBM suggests some basic groundwork must be laid. At the most basic level, for example, management must provide an infrastructure for engagement: setting up forums, team rooms and collaborative spaces.

Once this groundwork is laid, social practices should be integrated into day-to-day work activities. For example, using blog posts and activity streams can positively accentuate project management tasks. The organization must also create the capability to understand where and how data generation could benefit the enterprise. Finally, management must teach employees how to collaborate effectively with individuals outside of the organization's boundaries, using social business methods and tools.

Getting Employee Buy-In

"Modern employees are eager to adopt tools that help them collaborate with team members -- and across teams," said Morgan Norman, CEO of WorkSimple. "But you can lay all the groundwork and still not see employees adopt your enterprise social media technologies. The key is getting employee buy-in on social media tools that add value to their daily work flow and help them demonstrate the impact they are making on the organization."

With the effective use of social technologies, IBM concludes organizations can integrate and analyze massive amounts of data generated from people, devices and sensors and more easily align these insights to business processes to make faster, more accurate business decisions.

By gaining deeper insights in customer and market trends and employees' sentiment, businesses can uncover critical patterns to not only react swiftly to market shifts, but predict the effect of future actions.

According to Forrester Research, the market opportunity for social enterprise apps is expected to grow at a rate of 61 percent through 2016.
 

Tell Us What You Think
Comment:

Name:



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 Computing
1.   Microsoft Buys InMage Recovery Tech
2.   US Orders a New Cray for Nuclear Arms
3.   Amazon Intros Zocalo Storage Service
4.   Microsoft Takes CRM to Gov't Cloud
5.   Reinvent Productivity, Nadella Urges


advertisement
Review: Microsoft's Surface Pro 3
Is it a tablet and laptop replacement?
Average Rating:
Amazon Intros Zocalo Storage Service
Online storage and sharing for business.
Average Rating:
Microsoft Takes CRM to Gov't Cloud
With Dynamics CRM in early 2015.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Report: Chinese Hackers Hit U.S. Personnel Networks
Hackers from China broke into the computer networks of the U.S. Office of Personnel Management earlier this year with the intention of accessing the files of tens of thousands of federal employees.
 
Charges: Russian Stole Data from U.S. Restaurants, Zoo
A Russian man arrested on bank fraud and other charges hacked into computers at restaurants in Washington, hundreds of other retail businesses, and even the Phoenix Zoo, authorities say.
 
Another Month, Another IE-Focused Patch Tuesday
Microsoft rolled out 59 vulnerabilities for Internet Explorer in June. But the IE-patching party is not over yet. Redmond published six new security bulletins on Tuesday; two, critical; three, important.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | Small Business | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters | XML/RSS Feed

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.