Although 30 percent of these firms will consider this medium as essential as email and telephones, Gartner also claims that through 2015, 80 percent of social business efforts will not hit the high levels required to make this a reality, as a result of inadequate leadership and an overemphasis on technology
According to Gartner, using Facebook-like enterprise social not-working software for communication has several advantages over email and traditional collaboration methods. The analyst house said this is because software enabled information and events that are traditionally sent in emails can instead be turned into conversations and logged onto one system that everyone can see.
To ensure that businesses made the most of this, Gartner said head honchos must shift their thoughts away from deciding what the best communication technology is and instead focus on how to implement and understand how social networks work – and how they can be integrated into companies.
Currently, businesses are stifled because there is too much focus on content and technology, and not enough focus on leadership and relationships.
By 2017, Gartner expects to see companies offering social networking with gamified features – possibly rewarding employees through the social networking on a mobile or PC platform with work incentives.