Field Research Study: Social Networking Within the Enterprise
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The media, blogs, and vendors are all abuzz about social networking tools, and some enterprises have started to roll them out. When discussing the topic with Burton Group clients, the rationale behind social networking initiatives often falls into one or more of the following: expertise location, community building, and talent management. In some cases, IT viewed social networking as a technology endeavor. This perspective was especially common when social networking functions were already part of existing collaboration platforms. In those situations, IT organizations felt it was sufficient to just “turn on” those features rather than look at vendor alternatives. However, even in cases where strategists had identified business and IT drivers for social networking projects, many still had a noticeable level of uncertainty regarding the business case and return-on-investment from such tools.
Given this large-scale uncertainty, Burton Group initiated an in-depth field research study to help clients understand the business, organizational, and technical factors to consider when formulating social networking strategies and initiating internal projects
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