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1ITD #5 ‘Social Media and the CIO’ © IT Decisions 9 September 2011 - All Rights Reserved
 
SocialmediaandtheCIO
 
ITDResearch#5:Sep9,2011
 
 
 
2ITD #5 ‘Social Media and the CIO’ © IT Decisions 9 September 2011 - All Rights Reserved
Introduction
Webandmobiletechnologiesarenowfocusedonencouragingdialog–socialmediaiseverywhere.Everynewssiteyoureadwantsimmediatefeedbackfromthereaders.Everybloghasanoteattheendsoyoucan‘like’itorsenditontoyourfollowersonTwitter.
 
Thewebhasmovedon,frompushinginformationtoreaderstoencouragingparticipantstouploadtheirowninformation,andanewevolutionarywaveoffersanimmediatefeedbackloop.Webusersdon’tjustuploadtheircommentsandphotos,butofferimmediatefeedbackontheinformationcreatedbyothers.
 
Andsocialnetworkinginparticular,theuseofsocialtoolstoconnectwithotherpeople,hasexplodedinpopularityoverthepastfiveyears.Butwhilemanyexecutivesseethesetoolsasawayoflisteningtoconversations,learningwhatpeoplethink,andjustplainoldbusinessnetworking,othersstillseethemasawasteoftime.
 
It’snosurprisethatmanycompaniesbantheiremployeesfromaccessingtoolssuchasFacebookandTwitteratwork.TakealookatthewallofmostFacebookusers;it’srarelygotanythingtodowithwork.Twitter‘tweets’canbeseriousonemoment,sharingpoliticalinformationinanother,andthendebatingthefootballresultswithaTVcelebrity.
 
ButtoolssuchasLinkedIn,usesimilarprinciplestoconnectpeopletogetherandyetareseenas“serious”businesstools.ManylargeorganizationsnowturntoLinkedInasthefirstplacetolookwhenhiringnewemployees.LinkedInusehasincreasedbyover400%inBrazilinthepastyearsotheremustbesomethingthatcompaniesarefindingusefulinthesetools.
 
Genuinebusinessapplicationsofsocialnetworking,suchasrecruitment,hasshiftedtheperceptionofthesetoolsfrombeingfocusedonteenagegamestotheexplorationofhowgreaterconnectivityandinformationsharingcanhelpbusinessleaders.
 
Inourresearchthisweek,wehaveexploredthequestionofhowCIOsshouldbeusingsocialmediaandnetworkingtools.IsitessentialforyoutotaketheleadasanITleader,ordothesetoolsstillneedtoprovetheirworthintherealworldofbusinessbeforebeingadoptedintheoffice?
 
“…LinkedInusehasincreasedbyover400%inBrazilinthepastyear.”
 
 
 
3ITD #5 ‘Social Media and the CIO’ © IT Decisions 9 September 2011 - All Rights Reserved
ParticipantFeedback
Toexploretheissueofexecutivesusingsocialmedia,inthisweek’sresearchsurveyweaskedfourquestions–threeofwhichweremultiplechoiceandonedesignedtopromoteanopendiscussion.
 
Wereceivedanswersfrom23executivesfrom17industrysectors:consumerservices,financialservices,shipbuilding,cosmetics,foodproduction,insurance,retail,logistics,media,automotive,chemicals,telecommunications,internet,oil&energy,recruitment,food&beveragesandengineering.
 
Question1:IsitimportantforseniorITexecutivestobeseentobeusingsocialmedia? 
 
Thisisanalmostoverwhelmingvoteinsupportofsocialnetworkingandmediatools.With47.8%ofourITleaderrespondentssayingthatitisimportanttobeseenusingsocialmedia,andafurther34.8%sayingthatitisimportantin‘somejobs’itisclearthattechnologyexecutivesbelievethattheyshouldbeseenusingthesetools.
 
024681012YesNoInsomejobs,butnotall47.8%17.4%34.8%
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