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...
You are here: Home / Computing / Going Social Challenges Mid-Managers
Is your endpoint data protected?
Middle Managers Struggle with Enterprise Social Media, IBM Finds
Middle Managers Struggle with Enterprise Social Media, IBM Finds
By Jennifer LeClaire / NewsFactor Network Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
NOVEMBER
21
2012



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:

Like Us on FacebookFollow Us on Twitter
TOP STORIES NOW
MAY BE OF INTEREST
AdvertisementToday's CIO needs to adopt an "Everyone's IT" approach to leadership, embracing technology to increase enterprise agility & collaboration. View the free Gartner research report to learn how to adapt your IT leadership style to today's business standards.
MORE IN COMPUTING
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Dairy Queen Latest Retailer To Report Hack
Dairy Queen is known for its hot fries and sweet treats, but it just made cyber history as the latest victim of a hack attack. The fast food chain said that customer data at some stores may be at risk.
 
Lessons from the JPMorgan Chase Cyberattack
JPMorgan Chase is investigating a likely cyberattack. The banking giant is cooperating with law enforcement, including the FBI, to understand what data hackers may have obtained.
 
Who Is the Hacker Group Lizard Squad?
Are they dangerous or just obnoxious? That’s what many are wondering about the hacker group Lizard Squad, which tweeted out a bomb threat that grounded a flight with a Sony exec aboard.
 

Enterprise Hardware Spotlight
Intel Intros Lightning-Fast PC Processors
Call it extreme. Intel just took the covers off its first-ever eight-core desktop processor, which is aimed at hardcore power users who expect more than the status quo from their computers.
 
HP Previews ProLiant Gen9 Data Center Servers
Because traditional data center and server architectures are “constraints” on businesses, HP is releasing new servers aimed at faster, simpler and more cost-effective delivery of computing services.
 
Apple Set To Release Largest iPad Ever
Tech giant Apple seems to have adopted the mantra “go big or go home.” The company is planning to introduce its largest iPad ever: a 12.9-inch behemoth that will dwarf its largest existing models.
 

Mobile Technology Spotlight
Samsung Maps Its Way with Nokia's 'Here' App for Galaxy Phones
Korean electronics giant Samsung has opted to license Here, Nokia’s mapping app -- formerly known as Nokia Maps -- for its Tizen-powered smart devices and Samsung Gear S wearable.
 
Google Successfully Tests Its Own Delivery Drone
While top technology companies are engaged in an "arms race" to develop drones that can quickly deliver goods to anyone anywhere, Google has revealed it successfully tested its own version.
 
Will iPhone Finally Catch Up with NFC Mobile Payment Ability?
Apple's latest version of the iPhone may have a mobile wallet to pay for purchases with a tap of the phone. The iPhone 6 reportedly is equipped with near-field communication (NFC) technology.
 

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 | CRM Systems | 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

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.