This post is part of Altimeter’s Trends to Watch in 2014.
To kick off the new year, here are seven trends I’m following closely in my research at Altimeter, inspired by my conversations with clients, keynote audiences, social media communities, and very generous thought leaders. The list is not exhaustive of what is important, but these are the key issues I’ll be digging into in 2014. For each trend, I also include a few thoughts on the implications for organizations — and what actions they should take.
This past year has been a busy one for me and Brian Solis on the research front. We’ve published the following:
- Report on the six stages of social business evolution
- Report on the true state of social business in 2013,
- An ebook on seven success factors of social business strategy
- An image-rich slide deck complete with all the graphs and charts you need to benchmark where you are compared to other social businesses.
Last year, we asked companies about their top social strategy priorities. The second top response was “Developing Internal Education and Training.” Yet, when we surveyed companies earlier this year, we saw that only 38% had any education program in place, beyond ad hoc efforts.
Over the past few quarters, we identified a number of large companies that have developed social media education for their employees, to learn why and how. We interviewed companies as diverse as ARAMARK, Kaiser Permanente, RadioShack, and more — and learned that social media education helps achieve two key business objectives:
- Reduce the risk of social media violations to protect employees and the company, and
- Increase employee advocacy and effectiveness, both on and off-domain.
Altimeter hosts an annual Social Business survey to learn how social media is evolving within enterprise organizations. Data is then compared to previous reports providing a sense of movement to the numbers and also a developing benchmark for our analysts and clients. Our last survey was studied in Q3 2013 and also Q4 2012, the latter was used to provide context to a report published by me and Brian Solis in our report, “The Evolution of Social Business: Six Stages of Social Business Transformation.” [Read more...]