How Social Technologies Can Shape A Company
While social technologies can be seen everywhere in business today, not all the benefits of these tools are equal in companies or even in industries. In fact, data from McKinsey’s latest survey on social tools show that a new generation of social technologies is empowering employees to collaborate in more effective and innovative ways.
Decision-makers stated that improved internal communication is the feature of social technology that has been the greatest benefit to their businesses. They also believe that, in the years ahead, enabling improved communication will be one of the ways these technologies could bring about foundational changes in their companies. The data also shows that social technologies play a crucial role in how technology, in general, can spur organizational transformation.
A new generation of social technologies
Decision-makers state that the business application of social technologies is nearly ubiquitous.
- 93 percent of respondents stated their firms utilize at least one social tool, continuing a rising trend (82 percent said so in the previous two surveys).
- Also, most respondents stated employees at their firms utilize at least one tool on mobile devices. In addition, 74 percent say social tools are at least somewhat integrated into employees’ work; which is up from 67 percent in the past two years.
Despite the fact that social technologies are more and more universal, the results indicate that not all tools are created equal. Precisely, those that can enable effective collaboration among employees are the most worthwhile. This is particularly significant, since 80 percent of decision-makers, up from 69 percent in 2014, state that their companies utilize these technologies for internal purposes.
When asked about the most valuable elements of the social technologies their firms utilize, decision-makers most often refer to:
- Real-time interactions
- Ability to collaborate with specific groups and
- Cross-platform availability
In addition, decision-makers believe these same three elements will greatly enhance how people work at their organizations in the future. The new generation of social tools are cloud based, designed for real-time interactions, enable users to search conversations, provide a compelling user experience, and integrate with other enterprise applications (such as file sharing and social media), among other features. Because they create searchable content as a by-product of collaboration, these new generation tools could even begin to replace email as the standard channel of written communication.
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