Social media is known to be an important and well-lit IT trend in business - now also in this country. How extensive is the downside of Enterprise 2.0 activity? A survey of the social media section of the Bundesverband Digitale Wirtschaft (BVDW) among 185 companies provides very specific information.
The dark results of the study in detail: one in ten companies complains about real failures with social media. 16 percent of the companies report that their activities have not been worthwhile so far; another 23 percent rate the result as mixed and mediocre. Almost two-fifths of users are far from satisfied. Nearly 28 percent remain abstinent in Web 2.0. 15 percent attach no importance to the topic for their company; another 13.5 percent are undecided on this issue.
- Five tips for the social enterprise
Social media in business is often introduced as part of content and collaboration projects to foster collaboration. For the tools to be effective, companies should follow the advice below.
- Rethink your guidelines
In many companies, access to public networks such as Facebook and Twitter is prohibited. This will not deter employees from accessing these pages via smartphone. Forrester advises on guidelines that promote responsible interaction. In addition, current policies should be updated to accurately describe what is allowed and prohibited.
- Promote early users
The network effect of millions of users in public services can not be duplicated. It is helpful, however, to encourage particularly net-savvy employees to maintain the same internal social-media profile as they do with their public Facebook and LinkedIn pages.
- Use the experience of the employees
Particularly well-connected employees can give valuable advice in intensive discussions on how and why they use social media platforms. To do this, the people responsible must identify these unusually active users, regardless of whether they are on internal and external platforms.
- Get the management in the boat
A social media strategy and its implementation takes time and resources. Therefore, Forrester advises to consult the management at an early stage. It can help with the selection of the platform and lead by example as an active user.
- Less is more
What is important is a tool that meets the previously formulated requirements of the employees. Several parallel solutions are seldom helpful. Forrester's survey has shown that few users want to serve more than two platforms.
Social media an integral part of marketing
It does not always shine everything and everywhere golden, which German companies tackle in virtual worlds. This has been said in advance, because in essence, the study reflects the unstoppable rise of social media in companies. The only question that remains open is how rapidly this development continues - and how long companies can still afford complete skepticism.
As a clear result, the BVDW notes that about 85 percent of companies assign social media a very high priority in the future. "Social media is not only on everyone's lips, but has also firmly established itself as an essential component in the media and marketing mix of advertising companies in Germany, " states section chairman Curt Simon Harlinghausen.
- 1. Social media must be organized across departments:
When dealing with social media, "hobby solutions with interns" are over. Social media is becoming part of everyday life and must therefore be organized across departments. The BVDW sees not only the IT, but above all the corporate communication in the duty.
- 2. Employer Branding 2.0:
In the future, it will no longer be enough to have your own job board on the homepage and to give up job advertisements. Applicants use the networks to find out about potential employers - as well as how they are evaluated by other users.
- 3. New dynamics in product development:
Enterprises are always introducing more and more information into the development of new products and services. Social media provides input for product development and enables fast feedback both internally and externally. The BVDW speaks here of "Adaptive Engineering".
- 4. Customer Relationship Management (CRM) merges:
As early as this year, various CRM areas are merging with social media components. Lead management, customer service and customer retention are the first areas in which social media is playing an increasing role.
- 5. Companies from the second row jump on:
In 2011, even smaller and medium players will jump on the bandwagon. Medium-sized companies, associations or non-governmental organizations (NGOs) can learn from the experiences of the "big ones".
- 7. Success factor "Social Intelligence":
Social media monitoring was already a big topic last year. Now it's all about optimizing tools. Everything revolves around the question of how and for what the data can be used. From an adaptive level of communication through product development to customer segmentation - the information from the social web offers many possibilities.
- 8. In Search of the Return on Investment (ROI):
The measurability of the measures gains importance in 2011. So far it may have been enough to be there - in the future, social media must achieve results that are measurable.
- 9. New job profiles arise:
The use of social media requires new skills from employees. "With social media new tools and infrastructures want to be served, in addition a new communication style must be marked, " writes the BVDW.
- 10. With the launch of a product the work begins:
The classic advertising campaigns are no longer enough. Companies use consumer engagement and feedback to work on their brands.
An intelligently used social media presence contributes significantly to the overall success of the company, its brands, products and service offerings. "For daily business and especially in brand communication, social media is already considered indispensable - even for the clear positioning directly within the desired target group, " says Harlinghausen.