Gartner: Social business software efforts largely unsuccessful, for now

Some 80 percent of social business software projects "will not achieve intended benefits" through 2015, according to the analyst firm

Many large companies are embracing internal social networks, but for the most part, they're not getting much good from them, according to analyst firm Gartner.

By 2016, some 50 percent of enterprises "will have internal Facebook-like social networks," and 30 percent of these will be considered to be as crucial as email and telephones, a Gartner study announced on Tuesday states.

However, through 2015, 80 percent "of social business efforts will not achieve the intended benefits due to inadequate leadership and an overemphasis on technology," according to the report.

That's because social software doesn't work like an ERP (enterprise resource planning) application, which uses a "push" mentality, wherein workers "were trained on an app and then were expected to use it," Gartner said.

Social software involves a "'pull' approach, one that engages workers and offers them a significantly better way to work," the report adds. "In most cases, they can't be forced to use social apps -- they must opt-in."

A series of conditions must be present for social software to be successful, including a "meaningful and specific purpose," "a critical mass of colleagues actively using it," and integration with other applications workers are using, Gartner said.

The report comes after the enterprise social software market has already undergone some significant changes. Many independent providers have been snapped up by larger players, while other big vendors such as Oracle have developed social networking software of their own.

CRM (customer relationship management) vendor Salesforce.com has gone even further, reorienting its general strategy around the theme of social business.

While most companies' social software projects lack maturity, "lessons are already being learned and better practices are emerging," Gartner said.

Still, customers just starting out with social software should be careful when they choose their first pilot, "since it will set the tone for subsequent initiatives," the report adds.

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags Internet-based applications and servicesGartnerapplicationssoftwaresocial networkingcloud computinginternet

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Chris Kanaracus

IDG News Service
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Matthew Stivala

HP OfficeJet 250 Mobile Printer

The HP OfficeJet 250 Mobile Printer is a great device that fits perfectly into my fast paced and mobile lifestyle. My first impression of the printer itself was how incredibly compact and sleek the device was.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?