AIIM Study: Social technology business benefit hinges on process integration
A new report from AIIM, the global community of information professionals, advises IT professionals, compliance teams, and records managers to embed internal and external social channels into their core processes for business benefit.
Companies and government agencies urged to overcome cultural and compliance barriers to allow integration of social content into business processes
LONDON, November 27, 2012 — A new report from AIIM (http://www.aiim.org/)
Organisations – especially regulatory and government agencies – are encouraged by AIIM to incorporate closer integration of social tools and techniques into the core business processes for project coordination, customer support and staff communication. One positive note, compared to past reports, is the number of organisations actively discouraging use of social technologies at work has dropped to 19 percent, although it remains at 44 percent for Government to Business (G2B) organisations. A quarter of all organisations surveyed have no official policy, and within the 50 per cent who do actively encourage use of social tools at work, more than half have no guidelines on their acceptable business use. 64 percent provide no way for employees to integrate social technologies into their business processes.
“When it comes to reaping the business benefits of social media, you need to think how it can help within a given business process,” said Doug Miles (http://aiim.typepad.com/
AIIM recommends information professionals help lead the way to the integration of social technologies while there is still time. Within two years, 81 percent of all organisations plan to have social tools and technologies in regular use across the business. Areas at the top of the priority list for integration include customer support (59 percent) and marketing (58 percent). The most popular internal social application is staff communication with more than half planning to implement a company notice board/forum in the next year. Other social integration priorities in the next year include collaborative document authoring (51 percent), event promotion (50 percent), brand management (49 percent) and customer feedback (44 percent).
Overall, the report concludes that social technology adoption within enterprises is strong, but the integration of social into business processes is still in its infancy. AIIM advises IT departments, legal and compliance teams and records managers to work with business management to:
· Consider all internal and external social channels and don’t confine analysis to only marketing or corporate communications when defining social relevancy to the business
· Map out organisational responsibilities for social interaction
· Create guidelines and policies that tie the social workflow to business value and clearly state expected and acceptable contributions and ramifications of compliance
· Explore deeper integration of social technologies into enterprise processes from the perspective of potential business benefit, technical and cultural impact, scalability, cost of integration and time to deploy
The full report, ‘Social in the Flow – transforming processes and sharing knowledge’ can be downloaded from the AIIM website at www.aiim.org/
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