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1、1NOVEMBER2011mckinseyglobalinstituteHowsocialtechnologiesareextendingtheorganizationOurfifthannualsurveyonthewayorganizationsusesocialtoolsandtechnologiesfindsthattheycontinuetoseepintomanyorganizations,transformingbusinessprocessesandraisingperformance.Jacq
2、uesBughin,AngelaHungByers,andMichaelChui2Companiesareimprovingtheirmasteryofsocialtechnologies,usingthemtoenhanceoperationsandexploitnewmarketopportunities—keyfindingsofourfifthannualsurveyonthesetoolsandtechnologies,inwhichweaskedmorethan4,200globalexecutiv
3、eshoworganizationsdeploythemandthebenefitstheyconfer.1Whenadoptedatscaleacrossanemergingtypeofnetworkedenterpriseandintegratedintotheworkprocessesofemployees,socialtechnologiescanboostacompany’sfinancialperformanceandmarketshare,respondentssay,confirminglast
4、year’ssurveyresults.Butthisisaverydynamicenvironment,wherethegainsfromusingsocialtechnologiessometimesdonotpersist,perhapsbecauseittakessomuchefforttoachievethematscale.Somecompanies,respondentsindicate,reapedfewerbenefitsandthusbecamelessnetworked,whileasma
5、llerpercentagelearnedhowtodeploythesetechnologiestobecomeevenmorenetworked.Executivessaythattheircompaniesareusingthemtoincreasetheiragilityandtomanageorganizationalcomplexity.Manybelievethatiforganizationalbarrierstotheuseofsocialtechnologiesdiminish,theyco
6、uldformthecoreofentirelynewbusinessprocessesthatmayradicallyimproveperformance.UsageatscaleandcontinuedbenefitsSocialtechnologiesasagrouphavereachedcriticalscaleattheorganizationsrepresentedinoursurvey.Seventy-twopercentoftherespondentsreportthattheircompani
7、esaredeployingatleastonetechnology,andmorethan40percentsaythatsocialnetworkingandblogsarenowinuse(Exhibit1).Thesetechnologiesarebeingdeployedacrosssectors,atthehighlevelof86percentoftherespondents’companiesinhightechandtelecommunications,butat62percentofcomp
8、aniesevenintheenergyindustry(Exhibit2).Levelsofreportedbenefitsnotonlyremainhighwhenrespondents’organizationsusesocialtoolsforinternalpurposesbuthavealsoincreasedamongthosethatusethemforcommunic
