Businesses today are realising that for real benefits of social, initiatives need to be integrated into departments across the entire organisation, not a siloed activity that is driven and ‘happens in marketing or communications.’
This view is echoed in the findings in The State of Social Business 2013: The Maturing of Social Media into Social Business survey, released this month by Brian Solis and Charlene Li at Altimeter Group.
Every year, The Altimeter Group hosts an annual Social Business survey to learn how social media is evolving within enterprise organisations.
Analysis of survey results between 2010-2013 reveal that social media is extending deeper into organisations and, at the same time, strategies are maturing.
The report reveals how businesses are expanding social efforts and investments. Some key findings are:
- In terms of social business maturity, most organisations are “intermediate,” with only 17% who are truly strategic in the execution of their social strategies.
- Most dedicated social media teams continue to report to Marketing (40%) or Corporate Communications/PR (26%). But now, 13 different departments around the organisation are seeing dedicated staff work on social initiatives.
- Companies are committing more headcount to social media across all sizes of companies. The biggest jump is for companies with more than 100,000 employees, which now report an average of 49 full-time employees (FTEs) supporting social media in the organisation, compared to 20 in 2010.
- Top priorities for social include scaling for engagement, integrating data, and training/ education around social.
- Measuring the impact of social is maturing, with over half of organisations able to track the impact of social on marketing efforts.
- Lack of employee training around social media policies remains a significant risk area — only 18% of companies said that their employees have a good or very good understanding of their social media policies.
The research revealed a distinct gap between companies that execute social media strategies and those that are truly a social business. A social business as defined in this report is the “deep integration of social media and social methodologies into the organisation to drive business impact.” How do you integrate social media into your marketing strategy? The latest 4 Roads white paper, 'Taking Social Media To The Next Level' examines ways that every organisation– whether commercial, not-for-profit or public sector – can take control of its social business strategy.
The report summarises that “As a function of social business evolution, social becomes part of the DNA and culture in organisational transformation. Everything begins with the articulation of a vision for how social media impacts customer and employee relationships and experiences. From there, businesses can track investments in models, processes, policies, collaboration, workflow and technology to effectively scale social throughout the organisation while aligning with a new or renewed vision and business goals.”
It is predicted by Solis and Li that in the next two years, social will “become part of a bigger movement where social joins web, mobile and other digital initiatives to lead an integrated and orchestrated transformation. Social becomes just one part of the overall approach to successfully engage, learn from, and lead connected customers and employees. But it is the evolution into a Social Business where stakeholders learn what it takes to adapt existing models, processes and methodologies as part of an overall change management initiative.”
With the expansion of social media across the organisation, 25% of strategists planning to increase spending on community platforms, which is already the third biggest social technology spend of 2013, the stage is set for social media to operate in alignment with overall business, business lines and functional goals.
To learn how to make your business truly social, why not book a half-day Social Business Cookery Class, where 4 Roads, and partners Shilbrook Associates will guide you through the process.
This class is also supported by the 4 Roads Social Business Cookbook. This resource offers unique advice on ingredients, tools and methods needed, to enable a social business.
You can read the full report here: The State of Social Business 2013: The Maturing of Social Media into Social Business.