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Global research findings reveal that businesses are in varying, though relatively nascent stages of adopting social networking and collaboration technologies. Representing a wide cross section of sizes, industries, and missions, the organizations interviewed share common drivers. While marketing, PR, and sales are further along in their use of social media, other core functional areas of the enterprise are increasingly experimenting with these collaboration tools to positive effect. However, as organizations look to the future of social media, they must confront challenges such as lack of governance and IT involvement, which may impact the successful integration of these new platforms and technologies.
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