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Deloitte Predictions2013 Enterprise Social Networks

Deloitte Predictions2013 Enterprise Social Networks

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Published by Desautomatas
Deloitte predicts that by the end of 2013 more than 90 percent of Fortune 500 companies will have partially or fully implemented an Enterprise Social Network
Deloitte predicts that by the end of 2013 more than 90 percent of Fortune 500 companies will have partially or fully implemented an Enterprise Social Network

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Published by: Desautomatas on Mar 11, 2014
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05/15/2014

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Deloitte predicts that by the end of 2013 more than 90 percent of Fortune 500 companies will have partially or fully implemented an Enterprise Social Network (ESN), a 70 percent increase over 2011. ESNs are internal platforms designed to foster collaboration, communication and knowledge-sharing among employees. Because they are social, they are intended to be engaging, encouraging adoption and participation. However, many ESNs struggle to attract users. According to a recent survey, if registration is required, some 20-30 percent of employees will not sign up. Of those who register, only a third will read content once a week or more and just 40 percent will make an ESN post in the average month
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.While those numbers might appear low considering some of the more optimistic projections for ESNs, they reflect the challenges companies have always faced popularizing internal networking technologies. Enterprise tools for sharing internal information (Intranets) have been available since the mid-1990s
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 (albeit without the social aspect), but even when every employee’s homepage is the Intranet, more than half don’t use it on a daily basis
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. In short, employee engagement may be a perennial issue for internal knowledge-sharing platforms.How do the numbers from the survey correspond to consumer-oriented social networks? Some consumer-oriented social networks have large numbers of members signed up, but in general the proportion of active users is very much in line with this year’s ESN survey. About 58 percent read posts once a week or less and 56 percent make less than one post a week
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. A separate study suggests five percent of users create 75 percent of content
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.There may be a natural ceiling on social network usage, with any network eventually comprising a small group of super-users who contribute most content, a larger group that reads but doesn’t create and a final group that doesn’t create or consume
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.It might be expected that ESNs, being relatively new technologies, would primarily appeal to younger employees. In fact, the same survey said that 40-49 year olds were more than 40 percent more likely to have registered and more than 100 percent more likely to post more than four times per month than 20-29 year olds. This may not surprise those inside the enterprise who implement ESN solutions, but might surprise many outsiders who have a preconception about which age groups are most active on social networks.There were significant variations in rates of registration, consumption of content and creation of content by geography. For example, the number of users who posted less than once a month ranged from a low of 41 percent to a high of 72 percent
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. Regardless of whether ESNs are better or worse at engaging employees than previous technologies, almost all organizations are likely to desire higher engagement levels than they see today. Although the ultimate measure of ESN success ought to be the value they create, many executives will likely focus on what prevents employees from using networks and what can be done to encourage them to do so.According to the same survey, a large proportion of employees feel that time restrictions prevent them from using ESNs regularly, or at all. Many don’t have a clear idea of the potential uses and benefits, or may believe they are already overloaded with information and can’t be bothered to keep up with yet another social network
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Enterprise Social Networks: another tool, but not yet a panacea

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