Monday, March 4, 2013

Why Enterprise Social Networking Fails | Gartner Looks Beyond BI

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Michael Healey
Michael Healey
 
Why Enterprise Social Networking Falls Short

Outside of work, we love social tools, which now account for 20% of all online activity, up from virtually zero five years ago, according to ComScore. Users mix and match dozens of different tools and options, from Facebook and Twitter to social file-sharing tools such as Dropbox and Google Docs.

So have our widely deployed enterprise social networks ridden this wave of popularity, redefining how we do business? Not quite. Our InformationWeek 2013 Social Networking in the Enterprise Survey, our third such survey since 2010, paints a similar picture as in prior years: 85% of respondents say their organizations have some form of enterprise social networking in place, yet their results are mediocre. Only 18% of the IT pro respondents to our survey say their internal programs are a "great success," and a mere 10% characterize their external social networking initiatives that way. Non-IT respondents tend to be even less enthusiastic about their internal social networks but somewhat more optimistic about their external efforts.

The lukewarm reception isn't for a lack of product options. The original leaders in enterprise email and collaboration, such as IBM and Microsoft, have kept improving their enterprise social software, and they're joined by specialists such as Jive, Telligent and Lithium.

McKinsey & Co. forecasts that $900 billion to $1.3 trillion in annual economic value is created through the use of social technologies, two-thirds of that coming from social collaboration between and within companies. The consultancy forecasts fabulous potential productivity gains of 20% to 30%, depending on the industry.

Will that happen? No way, not if companies continue to approach enterprise social networking the way they are today. That's because business unit and technology teams aren't doing a good enough job of connecting business needs and technology capabilities.

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INSIDE THIS WEEK'S ISSUE OF INFORMATIONWEEK: GET (TRULY) SOCIAL
Companies must build more social networking bridges to customers, suppliers and partners -- not just among internal users.

Also in our new, all-digital issue: Instead of worrying about overseas hackers, worry about the sorry state of your information security defenses.

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REPORTS & WHITEPAPERS
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Research: 2013 Enterprise Social Networking Survey
Want our advice? Throw out your enterprise social network. Our survey says just 13% have meshed internal and external communications, and only 21% have seen significant reductions in email volumes. Meanwhile, 62% have yet to integrate any external social media into internal applications. Start fresh and think social technologies, not platform silos.
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Featured Report

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FEATURED WHITEPAPERS
Building Online Portals for Your Customers & Partner
For many organizations, portals are an increasingly important way of providing critical application access to partners and/or customers. Download this whitepaper to learn more about Identity management challenges with portals, and much more.
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Don't Miss Cloud Connect Silicon Valley
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