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1、IBMGlobalBusinessServicesSocialBusinessExecutiveReportIBMInstituteforBusinessValueThebusinessofsocialbusinessWhatworksandhowit’sdoneIBMInstituteforBusinessValueIBMGlobalBusinessServices,throughtheIBMInstituteforBusinessValue,developsfact-basedstrategicinsightsforseniorexecutivesaroundcr
2、iticalpublicandprivatesectorissues.Thisexecutivereportisbasedonanin-depthstudybytheInstitute’sresearchteam.ItispartofanongoingcommitmentbyIBMGlobalBusinessServicestoprovideanalysisandviewpointsthathelpcompaniesrealizebusinessvalue.Youmaycontacttheauthorsorsendane-mailtoiibv@us.ibm.comfo
3、rmoreinformation.IntroductionByJamesW.Cortada,EricLesserandPeterJ.KorstenSocialbusinessrepresentsasignificanttransformationalopportunityfororganizations.Manycompanies,afterinitialforaysintoexternalsocialmedia,arenowrealizingthevalueofapplyingsocialapproaches,internallyaswellasexternally
4、.Socialbusinesscancreatevaluedcustomerexperiences,increaseworkforceproductivityandeffectivenessandaccelerateinnovation.Butmanycompaniesstillwrestlewiththeorganizationalandculturalchallengesposedbythesenewwaysofwork.AnewIBMInstituteforBusinessValuestudy,basedonresponsesfrommorethan1,100i
5、ndividualsandinterviewswithmorethantwodozenexecutivesfromleadingorganizations,revealshoworganizationscanusesocialapproachestocreatemeaningfulbusinessvalue.ThequestionsurroundingsocialmediatodayisnotwhetherpeopleTweetregularly.1Bothcompaniesandpublicsectoryouaredoingit,butwhetheryouaredo
6、ingenough.Gettingorganizationsareseeingthevalueofparticipatinginthesocialyour100,000th“Like”onFacebook,orhavingyourlatestpearlworld.AccordingtopublicrelationsfirmBurson-Marsteller,ofwisdomretweeted200timesanhourisallwellandgood,almostthree-quartersoftheFortuneGlobal100firmshaveabutareth
7、eseactivitiesdrivingrevenue,attractingtalentandpresenceoneitherFacebookorTwitter.2Socialhasbecomebridgingthecollaborationgapsinyourorganization?Isyourmainstreamandubiquitous.Itisnolongersimplya“sandbox”useofsocialmediaallowingyourorganizationtoengagewithfortheunder-30generation
