Companies Missing out on Mobile Social Tools

 
 
By Dennis McCafferty  |  Posted 12-06-2013 Email Print this article Print
 
 
 
 
 
 
 
 

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.

 
 
 
  • Leveling Off

    82% of executives report that their company uses at least one social-technology tool, which is about the same as last year.
    Leveling Off
  • Consumer Divide

    76% report that their company deploys social tools to communicate with customers. However, they do so with only 38% of their customer base.
    Consumer Divide
  • Missing Link

    Only 44% indicate that their company uses social tech to communicate with partners, suppliers or outside experts.
    Missing Link
  • Mobile-Minded

    67% say their company uses at least one mobile social tool, which is about the same as last year.
    Mobile-Minded
  • Video Chat

    61% say their company uses online videoconferencing as a social tool, but only 28% do so on mobile devices.
    Video Chat
  • Group Effort

    44% report taking advantage of collaborative document editing programs, but only 18% do so on mobile devices.
    Group Effort
  • Streaming Videos

    42% do video sharing, but just 22% enable this via mobile tech.
    Streaming Videos
  • Wiki That!

    24% say their company uses collaborative, Wiki-type products, but only 12% do so via mobile devices.
    Wiki That!
  • Three Best Practices for Deploying Social Tools: Think of Them as "Organizational Levers"

    To capture value, CIOs and other leaders must clearly link deployment to the accomplishment of company transformation and strategic value.
    Three Best Practices for Deploying Social Tools: Think of Them as
  • Three Best Practices for Deploying Social Tools: Formalize an Enterprise-Wide Plan

    Organizations that get the most out of social tools inevitably think ahead in developing an insightful, comprehensive strategy that's fully integrated at all levels.
    Three Best Practices for Deploying Social Tools: Formalize an Enterprise-Wide Plan
  • Three Best Practices for Deploying Social Tools: Aim High

    Once you start seeing small strides in measurable value, it's easier to envision the potential for larger ones. Deriving quantitative ROI should always be a continuous improvement effort.
    Three Best Practices for Deploying Social Tools: Aim High
 
 
 
 
 
Dennis McCafferty is a freelance writer for Baseline Magazine.

 
 
 
 
 
 

Submit a Comment

Loading Comments...