Gartner issued a prediction last week that until 2015, "80 percent of social business efforts will not achieve the intended benefits due to inadequate leadership and an overemphasis on technology." Some thought leaders have also said that because organizations have tried and failed, we have now entered into the "Trough of Disillusionment" phase in the Hype Cycle.
We can all agree that social has changed how we communicate in our personal and professional lives. The genie is out of the bottle, and you can't put it back. So why are so many struggling to uncover business value?
A key reason highlighted by Gartner in the report, is that many companies have gone into social tools-first versus addressing the more nuanced behavioral aspects. Social is not about tools; social is about the conversation and the collective action; when done right, it accelerates and scales individuals beyond their own limitations.
So now what? Let's take a look at some key aspects that can hinder, as well as accelerate, your organization's use of social, and what to do about them. Culture