Priorities Shift From Scaling to Integrating
It’s been more than a decade since social media began challenging businesses to respond to what has been a dramatic shift in how we now connect, communicate and express ourselves globally today. This year’s “State of Social Business” research report examines the current state of social media as a business tool and points out insights that will prepare strategists for the challenges that lie ahead.
Remember Google Wave? Hi5? Friendster? Going back even further, Apple’s eWorld? The evolution of social media is a story of trial-and-error, mishap and success for both social platforms and the businesses that eye high levels of consumer reach and engagement as a new frontier in customer experience, brand building and in the end, results.
What a journey it’s been…but it’s not over. Our research shows challenging work ahead as the “low hanging fruit” of social media has been harvested. New levels of business integration are challenging strategists to move past social media as a disruption to an integral part of doing business. To do that, they need to form new partnerships internally. We’ve measured a 146% increase in executive involvement in just the past 2 years, a sign that strategists are working with leaders to traverse the barriers of departmental silos and legacy business practices.
No longer a “bright shiny object” distraction—although innovation continues at a rapid pace—all signs point to social media’s wider impact and adoption across the enterprise, breaking out of traditional beachheads like marketing, communications and customer service. Our research shows that businesses are responding to integration challenges by evolving their organizational structures, budgets and most importantly, focusing less on scaling social but rather making it an integral part of business. Strategists today are focused on digital and content strategy integration, proving value (especially in the face of increasing “pay to play” social advertising pressures), looking inward to the application of social to reach new levels of employee engagement, and leveraging employees for advocacy to build brand health.
We hope the insights and recommendations in this report give you the perspective needed to address these emerging challenges.