Gartner Research

Employing Social Media for Business Impact: Key Collective Behavior Patterns

Published: 03 February 2011

ID: G00173838

Analyst(s): Anthony Bradley

Summary

Social media technologies are cool. Yet business results come from changing human behaviors, not cool technologies. Enterprises must focus on key collective behaviors and how they can impact business results.

Table Of Contents
  • Overview

Analysis

  • What You Need to Know
  • Using the Primary Collective Behaviors Discovered
  • Enable Collective Intelligence for Operational Effectiveness
    • What Is Collective Intelligence
    • Where Is It Most Effective
  • Employ Expertise Location for Sales Effectiveness
    • What Is Expertise Location
    • Where Is It Most Effective
  • Unearth Emergent Structures for Operational Effectiveness
    • What Are Emergent Structures
    • Where Are They Most Effective
  • Increase Sales Through Interest Cultivation
    • What Is Interest Cultivation
    • Where Is It Most Effective
  • Engage in Mass Coordination for Rapid Response
    • What Is Mass Coordination
    • Where Is It Most Effective
  • Build Relationship Leverage for Brand Awareness
    • What Is Relationship Leverage
    • Where Is It Most Effective
  • Conclusion
  • Methodology for the Adoption Pattern Data Analysis

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