Social business experts name 4 trends to watch in 2013

Summary:IBM executives and marketing experts debate how how important it is to have a shared social agenda with the CIO.

3. Social business architecture & alignment

"I think our responsibility is to help the CEO," Carter said. "Social signifies the rise of the CIO--if they accept social and enable the CEO."

Just like with cloud adoption, we're seeing plenty of different types of social business/enterprise-type implementation models floating around.

But both Macy and Carter seemed to agree that if you don't have the right model for your business set up, then your employees won't use it.

Carter estimated that 57 percent of social business tries fail because of lack of adoption. To target this problem, Carter highlighted IBM's new best-practices scheme IBM Adopt+ Methodology, announced earlier on Monday, on how to create a new way of working, leadership examples, and how to sustain that engagement.

The right social-adoption techniques need to be applicable (and customizable) to employees at every level of an organization, from bottom to top.

"I believe that in five years, if you're not a social CEO, boards won't hire you," Carter said simply. "It's all about your digital reputation. I think, today, we have a lot of CEOs that need baby steps."

Carter offered a few suggestions on how to help CEOs wary of these changes, ranging from dictation software to something as simple as a one-click email-to-blog function.

"I think our responsibility is to help the CEO," Carter said. "Social signifies the rise of the CIO--if they accept social and enable the CEO."

4. Social business education & skills

Macy concluded, "We'll need a whole new workforce. It's super exciting, but we're going to hit a bit of a gap because we're not quite there yet."

Younger generations entering the workforce are thought to be a lot more tech savvy--sometimes going head to head with legacy infrastructures and older employees who don't embrace the social tools at their disposal.

On this, Macy stressed the need for education, explaining that this is much more than setting up a Facebook page.

"Think about strategy, about why they need to think about this," Macy explained. "Companies just have to decide they're going to do it. Top management must adopt in a way that works for them."

Describing it as a "counter-intuitive" forecast, Macy predicted that we're going to see a hiring boom soon--but we won't have enough qualified applicants to fill those posts, which will demand skills and an understanding of social, big data, and more.

"LinkedIn has 200 million amazing profiles of people that are ready to work and companies are finally realizing that they cannot shrink their way to greatness, and they're going to start hiring," Macy commented.

To cross this hurdle, Macy argued we're going to need thought leaders to take us there and people who can "tactically implement," such as CIOs along with IT and mobile analytics specialists.

She concluded, "We'll need a whole new workforce. It's super exciting, but we're going to hit a bit of a gap because we're not quite there yet."

Related stories:

Topics: CXO, Big Data, Enterprise Software, IBM, Social Enterprise

About

Rachel King is a staff writer for CBS Interactive based in San Francisco, covering business and enterprise technology for ZDNet, CNET and SmartPlanet. She has previously worked for The Business Insider, FastCompany.com, CNN's San Francisco bureau and the U.S. Department of State. Rachel has also written for MainStreet.com, Irish Americ... Full Bio

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