Analysts Share Best Practices for Embracing Social Networking at Gartner Portals, Content and Collaboration Summit 2010, 9-11 March in Baltimore and 15-16 September in London Gartner, Inc. has revealed its key predictions on the use of social software and collaboration in the enterprise. These predictions focus on offerings ranging from team collaboration to dynamic social networking applications that offer rich profiles and activity streams.
“However, it will be very difficult for microblogging as a stand-alone function to achieve widespread adoption within the enterprise. Twitter's scale is one of the reasons for its popularity,” said Jeffrey Mann, research vice president for Gartner. “When limited to a single enterprise, that same scale is unachievable, reducing the number of users who will find it valuable. Mainstream enterprises are unlikely to adopt standalone, single-purpose microblogging products.
Through 2012, over 70 percent of IT-dominated social media initiatives will fail.
When it comes to collaboration, IT organizations are accustomed to providing a technology platform (such as, e-mail, IM, Web conferencing) rather than delivering a social solution that targets specific business value. Through 2013, IT organizations will struggle with shifting from providing a platform to delivering a solution. This will result in over a 70 percent failure rate in IT-driven social media initiatives. Fifty percent of business-led social media initiatives will succeed, versus 20 percent of IT-driven initiatives.
Enterprises will need to develop entirely new skill sets around designing and delivering social media solutions. Until this happens, failure rates will remain high. A dearth of methods, technologies and tools will impede the design and delivery of social media solutions in the near term. But long term, enterprises will realize that social media is not a "hit or miss" activity naturally prone to high failure rates, and that a calculated approach to social media solution delivery must be an IT competency. At that point, post 2012, the social software market growth will accelerate as will the overall impact of social media on business and society.
Within five years, 70 percent of collaboration and communications applications designed on PCs will be modeled after user experience lessons from smartphone collaboration applications.
As we move toward three billion phones in the world serving the main purpose of providing communications and collaboration anytime anywhere, Gartner expects more end users to spend significant time experiencing the collaborative tools on these devices. For some of the world, these will be the first or the only applications they use. The experience with these tools for all who use them will enable the user to handle far more conversations within a given amount of time than their PCs simply because they are easier to use. Just as the iPhone impacted user interface design on the desktop, the lessons in the mobile phone collaboration space will dramatically affect PC applications, many of which are derivatives of decades-old platforms based on the PBX or other older collaboration paradigm.
“IT organizations should continue to procure leading-edge smartphones for testing and to accumulate knowledge on how the collaboration applications on such devices accomplish business tasks,” said Ken Dulaney, vice president and distinguished analyst at Gartner. “As more organizations consider replacing deskphones with cell phones, they may wish to anchor their collaboration tools also on the cell phone.”
Through 2015, only 25 percent of enterprises will routinely utilize social network analysis to improve performance and productivity.
Social network analysis is a useful methodology for examining the interaction patterns and information flows that occur among the people and groups in an organization, as well as among business partners and customers. However, when surveys are used for data collection, users may be reluctant to provide accurate responses. When automated tools perform the analysis, users may resent knowing that software is analyzing their behavior. For these reasons, social network analysis will remain an untapped source of insight in most organizations.
Before undertaking a social network analysis, Gartner recommends that the organization ensure that it has the trust and buy-in of the people it hopes to include in the analysis in advance. Issues of privacy and confidentiality must be addressed and a determination needs to be made regarding how the information will be used and communicated. Establishing the ground rules upfront will encourage more open and honest participation and reduce the resistance to ongoing relationship monitoring.
More information can be found in the report “Predicts 2010: Social Software Is an Enterprise Reality” which is available on Gartner’s Web site at http://www.gartner.com/resId=1243515.
About Gartner Portals, Content and Collaboration Summit 2010
The Gartner PCC Summit 2010 focuses on workplace technologies, such as portals, content management, social networking, mashups, online communications tools, eDiscovery, search technologies, Web 2.0 and emerging collaboration tools. Analysts will explore how these technologies are a key element in raising overall organizational productivity and employee impact, and how enterprises must change to get business results at the annual Gartner PCC Summit 2010, being held 9-11 March in Baltimore and 15-16 September in London.
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