The Social Media Culture

I've been pondering a lot recently about the cultural changes that need to be put in place inside organizations to effectively implement Web 2.0 and social media across the enterprise. This recent research from SNCR 's Don Bulmer and Vanessa DiMauro shows the reach beyond marketing very clearly. I highly recommend you read this.

The research shows that social media is having a tremendous impact beyond the realm of just marketing: it's impacting professional decision making. Here are the highlights of the research (directly from Don's post):

1.  Professional decision-making is becoming more social - enter the era of Social Media Peer Groups (SMPG)

  • Traditional influence cycles are being disrupted by Social Media as decision makers utilize social networks to inform and validate decisions
  • Professionals want to be collaborative in the decision-cycle but not be marketed or sold to online; however online marketing is a preferred activity by companies.

2.  The big three have emerged as leading professional networks: LinkedIn, Facebook & Twitter

  • The average professional belongs to 3-5 online networks for business use, and LinkedIn, Facebook and Twitter are among the top used.
  • The convergence of Internet, mobile, and social media has taken significant shape as professionals rely on anywhere access to information, relationships and networks

3.  Professional networks are emerging as decision-support tools

  • Decision-makers are broadening reach to gather information especially among active users

4.  Professionals trust online information almost as much as information gotten from in-person

  • Information obtained from offline networks still have highest levels of trust with slight advantage over online (offline: 92% - combined strongly/somewhat trust; online: 83% combined strongly/somewhat trust)

5.  Reliance on web-based professional networks and online communities has increased significantly over the past 3 years

  • Three quarters of respondents rely on professional networks to support business decisions
  • Reliance has increased for essentially all respondents over the past three years

6.  Social Media use patterns are not pre-determined by age or organizational affiliation

  • Younger (20-35) and older professionals (55+) are more active users of social tools than middle aged professionals.
  • There are more people collaborating outside their company wall than within their organizational intranet
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