Summary: The latest report from the Social Business Council shows that organizations have made significant progress towards embracing social media. It's also clear that there's plenty of hard work ahead.
Dion Hincliffe summarises the key finding from a Social Business Council survey report. Responses in the report come from 56 organizations with $2B to $375B in revenue and between 4,000 and 1.8M workers. Ten questions about the state of social business were asked, with a focus in particular at how engaged workers were with the 'official' social business environment at the organization.
*In response to the question "who owns social bsiness in the organisation:
- 74.5% of organisations cited IT ownrship
- 38.2% of organisations cited corporate comms onwership
- Knowledge management, marketing, and other groups round out the major areas that own the platform where social happens in their organization
* The challenge with introducing social collaboration software is not limited to the new technology itself, but rather with introducing new modes of behavior for corporate employees. Early adopters repeatedly emphasize how the cultural aspects of the social collaboration journey are far more rigorous and demand serious attention.
* Social collaboration software is still underappreciated in many organisations.
* Realisation that social activity often causes profound changes in thinking and working in those that adopt it.
* In terms of engagement, just 9% said they had over 50% engagement, while the 34% says between 30% and 50% of users logged in to the social network internally.
* Large companies are rolling out social networks, but they are encountering challenges that include cultural change, limited resources, and the sheer length of time it takes to effectively engage at scale across an entire organization.