Over the next 12 months, the most important business priority companies will focus on with regard to social technologies is promoting the company, products and/or brands, according to a new study from International Data Corp. (IDC).

About one quarter of the 700 U.S. senior executives IDC surveyed earlier in 2014 cited this as the top priority. Generating revenue through direct sales is a top priority for 19% of the respondents, and 14% prioritize communicating to internal business colleagues.

The report, “Workforce Transformation—Beyond Social Technologies: IDC’s Social Business Survey 2014, shows that about 60% of the respondents said finding experts and handling exceptions and approvals are organization-wide challenges in terms of daily job responsibilities.

"The major technology disruptors—mobile, cloud, big data and the Internet of Things—have become intertwined with social workflow and communications," Vanessa Thompson, research director, enterprise social networks and collaborative technologies at IDC, said in a statement. "This will continue to have a dramatic impact on the way we get work done and ultimately how we connect with employees, customers, partners, and suppliers."

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