Almost every company has acknowledged that social media is becoming an effective communication tool for business to engage with customers directly. While nearly 60% of them have implemented social media or plan to in the next six months, 39% said they would not participate in social CRM.
Surprisingly, many of the businesses which have implemented social media still lack of well-structured guideline to support organization-wide adoption.
Here are some typical issues which executives would worry about before adopting social media to the organization:
- Security and privacy
- Intellectual property concern
- Legal issues
- Cost of implantation
The Facts about Social Business Adoption
Accenture is a global company providing technology service, management consulting and outsourcing, with early adoption of social media, recently claims returns as high as 20 to 1. Through the collaborative social media suite, Collaboration2.0, employees are encouraged to boost their productivity and improve work efficiency by actively updating profile, skills, experience and participating in knowledge database building and sharing.
Collaboration2.0 includes the following key functionalities which allow employees to work effectively:
|Facebook-inspired social networking platform by which employees can easily update professional profile and search for related skills or experience, find SMEs and instantly connect via email, online chat, whiteboard session, high definition telepresence videoconference, phone or voicemail.|
Accenture Media Exchange:
|Youtube-resembled platform provides videos for training, marketing, knowledge transition and community building|
|Wikipedia-style site as knowledge database|
|Integrates Yammer for effectively brainstorming and ideas exchanging with global colleagues. More than 4200 microblog updates by employees monthly.|
|Informal knowledge and expertise sharing platform with more than 1000 blog posts contributed by employees monthly.|
Why Accenture can achieve this:
- Integrate social media into workflow: Through integrating social media tools into employee’s workflow, the participation is no longer a burden, instead, it turned into an effective tool to boost productivity and improve collaborative efficiency.
- Rewards better than regulations
- Listen to the Target Audience: Through focusing both on organization’s benefit and individual’s needs and interests, Accenture’s IT organization developed Accenture People based on employee’s suggestions, by which employees can actively participate in groups and communities related to work and leisure life.
- Motivation encourage active participation: While the contents on social media can be generated freely and based on personal interests or work related needs, engagement is actively achieved by employees with better quality contents.
Besides, the chairman of Accenture, Bill Green has published two blog posts through The Hoffington Post, indicating the adoption of social media within the organization may receive the help from the top as well.
What I think:
Though Accenture has early adopted and harnessed the power of social media with effective tool, Collaborative2.0, in the organization, and integrated other external platforms such as:
There are still rooms for improvement:
- Providing contents appeal to customers: Define specific goals such as reach 20 replies or 10 shares on each post, evaluate the outcome and modify the contents to meet customers’ expectation. See how CitiGroup successfully has customers actively engage in the community.
- Using Reward to boost both internal and external engagement: As mentioned above, rewards always work better than regulations, if organization takes social media contribution of each employee into the evaluation of their performance, the productivity would still be boosted but the quality of outcome will be different.
More Case study on Social Media Adoption