More than 70% of all IT-led social media initiatives will fail over the next two years compared with about half of business-led ones, according to researchers Gartner.
This high failure rate is because organisations do not currently have the right skill sets in place to design and deliver such offerings, while the situation is also not helped by a dearth of suitable methodologies, technologies and tools to help them.
Therefore, said Mark Gilbert, a research vice president at the firm, it was crucial for both IT departments and business colleagues to work together in a “concerted and collaborative” fashion if they wanted to deliver successful projects.
The situation was likely to improve after 2012, however, leading to an increase in the overall impact of social media on both business and society and to growth in the social software market.
But the resultant higher availability of social networking services both inside and outside the company firewall, coupled with changing demographics and work styles, will have implications.
For example, by 2014, about a fifth of business users are predicted to use social networking services rather than email as their primary vehicle for interpersonal communications, particularly for activities such as status updates and locating experts.
Only 25% of enterprises are likely to routinely use such tools to try and improve performance and productivity by 2015 due to staff reluctance to respond accurately to surveys and resentment at being spied on by software.
If organisations do wish to go down this route, however, Gartner advises them to ensure they gain staff trust and buy-in in advance. They must also address privacy and confidentiality issues and clarify how any information would be used and communicated.
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I disagree somewhat with this. I think 2010 will be a year of maturity and understanding for a lot of companies, both buyers and solution providers. Taken in context to the BPM scene we are already seeing a shift occuring and by 2011 this will reach critical mass. Mark states that it’s “crucial for both IT departments and business colleagues to work together in a “concerted and collaborative” fashion if they wanted to deliver successful projects”….isn’t this the point of social media and networking ? To foster a collaborative environment in the first place, not continue to build walls within the enterprise ? Come on Mark.
By 2014 I think we’ll see a larger proportion of business users on enterprise social platforms than the fifth stated too.
Another remark made states “Gartner advises them to ensure they gain staff trust and buy-in in advance. They must also address privacy and confidentiality issues and clarify how any information would be used and communicated.” relating to the use of social network mining tools to gather data on staff covertly. I’ve already made this remark in my previous blog entries, it’s a bit of a given.
Isn’t social networking about transparency ? I doubt they’d have to try very hard to gain ‘staff trust’ if they were open and honest and implemented a transparent network instead of an underground spy ring given the majority will be already aux fait with social networking and media platforms well ahead of the IT Dept’s learning curve. If anything they should turn to their staff for advice not the other way around.
Pretty average research note in a lot of ways in my opinion as it doesn’t go deep enough as usual.