Social Business Has More Work to Gain Real Satisfaction

Prescient Digital Media has released its latest useful report, Social Intranet Study. They interviewed participants in 651 organizations. Social media is becoming widely adopted as they found that most organizations (71%) have at least one social media tool available to some or all employees. The most popular social media tools are instant messaging, blogs, discussion forums, wikis, and user commenting. Here is my post on their excellent 2011 study.

However, the average respondent organization gives their internal social media efforts a failing grade.  This can be a result of insufficient investments in both tools and adoption efforts. Prescient Digital Media found that failing grades show a direct correlation to investment where the average company spends about $10,000 or less on their internal social media (intranet 2.0).

To be specific, the five most popular social media tools are instant messaging, blogs, discussion forums, wikis, and user commenting:

• 76% of organizations have instant messaging.
• 75% of organizations have blogs.
• 70% of organizations have discussion forums.
• 67% of organizations have wikis.
• 67% of organizations have user commenting.

The investments have been very modest. Most organizations spend little or nothing on their enterprise social media tools. This may explain the lack of satisfaction. Many organizations that implement social media tools spend less than US$10,000:

• 47% have spent less than US$10,000.
• 30% have spent between US$10,000 and US$99,999.
• 23% have spent US$100,000 or more.

Prescient Digital Media found that executives and employees alike are less than thrilled with their enterprise social media. To be specific:

• The average rating of internal social media by their host organization is 4.5 out of 10
• Only 22% of organizations rate employees' satisfaction with Intranet 2.0 tools as good or very good.
• Only 17% of organizations rate executives' satisfaction with Intranet 2.0 tools as good or very good.

I do not see this as an failing of social business but a failure in how it has been used in most organizations. As I have written many times, for social business to succeed it need to be integrated into work processes (see for example: Putting Social Media to Work and Giving Social Media a Good Job. That is not going to happen on these limited budgets.

 

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[John Wood]

There are several business owners that start getting involve with social media not only to increase their online reputation but also to get real customers.