Companies Missing out on Mobile Social Tools

By Dennis McCafferty  |  Posted 12-06-2013 Email

It's safe to say that many companies understand social technology: The vast majority of them are using at least one social-tech product, according to a recent global survey from McKinsey. However, there is considerable lag with respect to adapting these tools for mobile devices, the findings reveal. Given the wealth of employees who spend relatively little time in an office—You have to go where the customers are, right?—the development comes off as somewhat surprising. Why allow for a potential competitive disadvantage based upon the fact that a large segment of your organization's workforce is under-equipped to perform? Among other insights, the accompanying report, "Organizing for Change Through Social Technologies," indicates that leadership also needs to do a better job of formalizing social-technology execution strategies and policies. For starters, C-level executives can address the reality that—while a majority of executives say their companies freely engage with customers via social media—they do so with only a minority of their customers. (Talk about disconnect.) More than 2,600 executives participated in the research. For more about the McKinsey survey, click here.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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