[cisco] Cisco today released the results of a third-party global study designed to assess how organizations use consumer social networking tools to collaborate externally, revealing the need for stronger governance and IT involvement. The research is the first of a two-part series that Cisco has commissioned to explore the impact of social networking and collaboration applications in the enterprise.
The new study is based on extensive interviews with 105 participants representing 97 organizations in 20 countries around the globe. Conducted between April and September 2009, the research was carried out by leading business schools in the United States and Europe: IESE Business School in Spain, E. Philip Saunders College of Business at the Rochester Institute of Technology in the U.S., and Henley Business School in the United Kingdom.
The use of consumer-based social networking tools, such as Facebook and Twitter, as collaboration platforms is connecting organizations with the external world in myriad ways. These tools bring technology and business together through innovative experiences, connect people and information, establish potential new routes to market, and enhance customer intimacy and brand awareness. The study findings indicate that the business world is at the early stages of adopting these tools and in the process of identifying key challenges, such as the need for increased governance and IT involvement, which may impact the integration and adoption of these new platforms and technologies.
The Increased Use of Consumer-Based Social Networking Tools in the Enterprise
* Of the organizations interviewed, 75 percent identified social networks as the consumer-based social media tools they primarily use, while roughly 50 percent of the group also identified extensive use of microblogging.
* Social networking tools are spreading into core areas of the value chain, including the marketing and communications, human relations, and customer service departments. Within marketing and communications, these tools have already become an integral part of the organizations' initiatives, as marcomm staff members have understood and acted on the shift from "broadcast" to "conversational" communications or rich interactions. Small and medium-sized businesses are actively using social networking channels to generate leads, but this remains a growth opportunity for larger companies.
Global Study Reveals Proliferation of Consumer-Based Social Networking Throughout the Enterprise and a Growing Need for Governance and IT Involvement
Despite Increased Adoption of Social Networking Tools, the Absence of Policies, Process and IT Architecture Puts Organizations at Risk