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CEOs View Social Differently Than C-Suite Colleagues: Chief executive officers are nearly twice as likely as chief information officers to view social collaboration tools as important to their business today (28% versus 15%), while only 14% of chief financial officers surveyed identify social tools as important, according to a study by MIT Sloan Management Review and Deloitte released in May 2012.
Interview data from the study of more than 3,400 corporate leaders across industries suggests that many CIOs struggle with an unarticulated vision for how they want to use social business corporate-wide.
Study highlights include:
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While a clear vision and leadership are cited most frequently as critical to adoption of social software, the most common answer to the question, “How do you measure social software use?” is: “not measured.”
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The largest organizations, those with over 100,000 employees, and the smallest organizations, those with fewer than 1,000 employees, tend to appreciate the value of social business today more than midsize organizations.
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Respondents saw the most business value in social software in the areas of “managing customer relationships” and “innovating for competitive differentiation.”
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Identifying industry sectors where social business is thriving, the report divides them into two categories: entertainment, media and publishing (media) and information technology (tech). 88% of media industry managers believe their companies are open to new ideas, and 68% consider themselves innovative. For tech, it was 77% and 69%, respectively.
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A majority of respondents (52%) believe that social business is important important to their business today. A total of 86% of respondents believe social business will be important or somewhat important in three years.
Source: MIT Sloan Management Review/Deloitte
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