Enterprise social media: New battleground for CIO influence

Enterprise social media: New battleground for CIO influence

Summary: As social media strategy becomes more important, CIOs and IT have a new lever to drive conversation with peers in marketing and other departments across the company.

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A study by IDG raises questions about the CIO's role in helping their organizations pursue social media. The report (registration required), which was sponsored by HootSuite, highlights the following points:

  • Social media is becoming increasingly important to business. Although 45 percent of survey respondents said social media is "important" to their business strategy today, 73 percent expect it to become "critical or very important" within three years.
  • Social media is centralized. In 60 percent of surveyed organizations, social media is the responsibility of a single individual or department. Only 23 percent of respondents identified themselves as being part of a “social business,” in which social media is distributed across multiple teams or departments.
  • Business executives push social media more than IT. Fifty-eight percent of business executives rate enterprise social media as a highly important part of today's business strategy, compared with only 39 percent of people from IT.
  • Business and IT are disconnected. Sixty-two percent of respondents believe senior executives are "at least supportive of the integration of enterprise social media into business strategy," although people in IT are "more than three times as likely to perceive business executives as indifferent or reluctant."
  • IT does care about enterprise social media. As the following graph shows, respondents see IT as the primary advocate of a an social media strategy, even more than marketing:
enterprise social media strategy

What it means for the CIO

This short survey has three implications for the CIO and IT.

First, social media is part of the ongoing digital transformation taking place in almost all industries. Although social media remains centralized among a few people in a single team, the role of social will eventually expand beyond marketing and customer service to encompass aspects of core operations. Business is about communication so it makes sense that the importance of social media, which means communication, will grow over time. Smart CIOs will embrace this future today rather than waiting.

Second, there remains a disconnect and lack of understanding between IT and business counterparts. This is most unfortunate because both sides want the same thing — business success. The fact that IT views the business as "indifferent" or "reluctant," even though the business cares about social media strategy, indicates poor communication between the two groups. Although this study raises the disconnect in relation to social media strategy, it reflects a much larger set of relationship issues.

Third, because IT leadership evangelizes social media an opportunity awaits. It is odd that IT pushes enterprise social media even more than does marketing, but the survey does not explain why. Perhaps IT has embraced social media because it offers a way to interact positively with peers in marketing. If so, then IT is reaching out across the disconnect to build deeper relationships with business peers, which is great.

Social media is only one part of the larger set of concerns facing any CIO and IT department. However, we can use this survey as a symbol about the state of relationships between IT and business departments, and a signpost about what IT must do next.

Although the IT / business divide has become a cliché, even tired phrases may contain truth. For the CIO, now is the time to sit down with the head of marketing and plan together for a shared future. Use enterprise social media strategy as a vehicle to start ongoing discussions that lead to concrete activities and agreed-upon metrics. 

Don't leave the meeting room without clear action items, points to clarify, and specific outcomes tied to results and measures. While the most innovative CIOs in the world takes these steps intuitively and constantly, us mere mortals should remember this practical guidance every day.

Topics: CXO, Social Enterprise

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3 comments
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  • CIOs nowheresville ion social media

    Maybe CIOs are just waking up to the importance of social media, but to your second point, they've typically been laggards on social media platforms. They're indifferent or think platforms like Twitter are a waste of time while marketing and other departments are screaming for social media apps. I am surprised and perhaps a bit suspicious to see IT cast as the lead evangelizer for social media. In the top social media lists I've seen, CMOs blew CIOS away.
    John Dodge
    • The operative word here is "Enterprise-wide" Social Business

      The entry point for many software vendors in the social collaboration market has been a business function (such as marketing) or a business organization (such as to support a project). Having said that, many of the same vendors have been targeting CIOs for years in the attempt to up- and cross- sell into the enterprise.

      My guess is that several factors have come into play for CIOs:

      * Social collaboration system vendors have convinced IT of the popularity of these systems for the business.

      * As different business functions and groups adopt their favorite flavor of social collaboration software, organizations are discovering they have a Tower of Babel situation. IT may become aware of the number of different systems as each organization turns to IT for support.

      * Social collaboration system vendors who want to sell across the enterprise know that IT is responsible for enterprise-wide systems

      The danger as IT seeks to centralize social collaboration systems is that some systems are specifically geared to certain functions, for example the needs of a community platform are different than a platform that supports brainstorming or idea management.
      LisbethS
  • The CIO Leadership Role in Social Business Transformation

    I agree with John Dodge that generally we see CIO's be labelled as road blocks to the social enterprise, so the survey results are a bit of a surprise. We believe that the CIO is ideally placed and already has many of the resources and competencies to play a leadership role in enterprise social media. We spell this out in this post but it includes the roles of managing supply and demand, cross-business planning and coordination, and understanding what is embedded into business units and what is central to the office of the CIO. http://www.kinshipenterprise.com/_blog/Blog/post/the-cio-leadership-role-in-social-business-transformation/#.UyDz2VGSyDo
    walteradamson