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IDC indicates social engagement shift

According to IDC’s latest survey, companies are favouring initiatives driven by social engagement, and a dramatic shift away from product feedback has occurred.

The 2013 Social Business Survey revealed that companies are using social media to drive initiatives rather than a one-way broadcast communication mechanism. This approach is reportedly being taken both inside and outside businesses.

“Companies will continue to learn from social deployments, and as social capabilities are applied to an increasing number of use cases, a more granular set of business value metrics will emerge,” said Vanessa Thompson, research manager, Enterprise Social Networks and Collaborative Technologies. “However, there is still a broad set of business use cases in customer experience, employee experience (empowerment), and partner experience (including partner and supplier enablement) that can be augmented by additional social capabilities to drive increased business value.”

IDC’s survey also reported that the next 12 months will see an increase in business initiative companies looking towards online communities, with 35 per cent of respondents claiming this was a capability in which they were interested.

This was followed by ideasourcing, which 27 per cent of respondents indicated they would be actively seeking for their companies.

The North American survey found that 79 per cent of the respondents have deployed a corporate-sponsored enterprise social network solution.

But there is still a problem with familiarity, with 35 per cent of survey respondents strongly agreeing that they did not have the internal skills to support social software, indicating that the skills gap is still very much prominent in this field.

More information on the survey and further findings are available on the IDC website.

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