A report from AIIM, a global community of information professionals, finds that social technology business benefit hinges on process integration. It urges businesses and government agencies to overcome cultural and compliance issues and allow the integration of social content into business processes.

The report, “Social in the Flow,” says that while most organizations feel social process integration is important, just 37 percent will have done so in the next two years. Examples of core businesses processes suited for integration with social tools include project coordination, customer support and staff communication.

Fewer organizations are discouraging the use of social tools at work compared to previous years. Overall, 19 percent of organizations actively opposing social tool use though the figure increases to 44 percent for government to business agencies. One-quarter of all surveyed have no policy. Among 50 percent who encourage social tool use, more than half have no guidelines on acceptable practices.

Doug Miles, AIIM’s director of market intelligence, said in a release that an absence of strategy causes missed opportunities for content creation and collaboration that create faster response and better knowledge-sharing across “product development, recruitment, help desk, employee relations and project management.”    

AIIM says that within two years 81 percent of organizations say they will have social tools in regular use across the business and will prioritize customer support and marketing in their deployments. Other integration priorities include collaborative document authoring, event promotion, brand management and customer feedback.

With process integration in early stages, AIIM recommends that companies map out roles and responsibilities, create guidelines and policies and explore deeper projects including those not confined to marketing.

The full report can be downloaded from the AIIM website at www.aiim.org/social-processes

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