Integration of social media on intranet was the trend of 2010. But despite much experimentation, no major breakthroughs were reported. In fact, 2011 was the year of stagnation. This year, many organizations want to invest in internal social media applications. What is the best thing for them to do? This article discusses the state of affairs of the social intranet in 2012, part 4 in the series 'Intranet developments & success factors 2012'.
Social media integration was the intranet trend of 2010, according to experts such as Toby Ward , Jane McConnell and Jakob Nielsen . Since then, many organizations have started experimenting. But we have not really gotten any further. Lack of (new) leadership and attention to cultural change, behavior and attitude of employees turned out to be the biggest obstacles. Yet there is hope: according to the trend reports of Nielsen and McConnell, most organizations will invest in internal social media applications this year.
2011: year of standstill
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“2012 is the beginning of a new era of going beyond social tools, building brother cell phone list collaborative cultures, and, more importantly, integrating social features into daily business processes”, says intranet expert Jane McConnell in her latest research report 'Digital Workplace Trends 2012 ', in which she maps the status of intranet worldwide. A beautiful vision, but if you take a closer look at the results of the research, you can only come to one conclusion: for many organizations, this is still a pipe dream.
Only 8% of organizations fully implement social collaboration
More and more organizations are experimenting with social tools: the percentage that 'does something with social media' in one way or another increased by 10%. But the percentage of organizations that, convinced by the experimentation, introduce social collaboration organization-wide, remained the same: only 8% of the organizations in the study. And it is precisely this organization-wide, and above all integrated use of social functions that determines the success of a social intranet.