Enterprise social networks will become the primary communication channels for noticing, deciding or acting on information relevant to carrying out work. However, Gartner, Inc. estimates that through 2015, 80 percent of social business efforts will not achieve the intended benefits due to inadequate leadership and an overemphasis on technology.
"Businesses need to realize that social initiatives are different from previous technology deployments," said Carol Rozwell, vice president and distinguished analyst at Gartner. "Traditional technology rollouts, such as ERP or CRM, followed a "push" paradigm. Workers were trained on an app and were then expected to use it. In contrast, social initiatives require a "pull" approach, one that engages workers and offers them a significantly better way to work. In most cases, they can't be forced to use social apps, they must opt-in."
This means that the leaders of social business initiatives need to shift their emphasis away from deciding which technology to implement. Instead they should focus on identifying how social initiatives will improve work practices for both individual contributors and managers. They need a detailed understanding of social networks: how people are currently working, who they work with and what their needs are.
"There is too much focus on content and technology, and not enough focus on leadership and relationships," said Ms. Rozwell. "Leaders need to develop a social business strategy that makes sense for the organization and tackle the tough organizational change work head on and early on. Successful social business initiatives require leadership and behavioral changes. Just sponsoring a social project is not enough — managers need to demonstrate their commitment to a more open, transparent work style by their
Social media has changed more than the way companies market and promote themselves. Social networking has also changed the way companies recruit, how they communicate internally and how they handle sensitive data.
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To collaborate with the ethos of value exchange, we must embrace social collaboration. We live in a connected world, where businesses must be able to change and adapt in order to achieve sustainable growth.
The marketing services industry is firmly entrenched in the social business hype cycle. Firms are repositioning themselves as experts in social business strategy/consulting/design and preaching the need for social business transformation now.