A quick note this Tuesday afternoon on the state of Social Business.
What good are these technologies? According to a recent infographic from Mzinga, Teradata Aster, and The Center for Complexity in Business, most companies (64%) are primarily using these platforms for Marketing/Customer Experience. The rest are tinkering with customer support, employee collaboration and sales:
- 64% for marketing initiatives
- 47% for customer support
- 39% for employee collaboration
- 27% for sales
No real surprise there, but the growing number of platform users and uses does suggest that social business initiatives are at long last becoming more important to business in general. Hallelujah, guys! We’re getting closer and closer to the idea that it’s not social business, it’s just business.
On the downside, the study also reveals a serious lack of return on investment (ROI) measurement. Numerically speaking, a whopping 77% of respondents reported not measuring ROI, while 49% admit to being aware that they’re not using these technologies to their full potential. This suggests that Big Data is still a big mystery.