At first glimpse, many companies seem to have effectively integrated social business technologies into their marketing processes, customer relationship strategy, and partner programs. However, upon closer look, you'll find, even with the right technology in place, many organizations don't have thriving customer, partner, or employee communities.
According to the findings from the 2013 Social Business Global Executive Study and Research Project by MIT Sloan Management Review, companies struggle not with choosing the right technology; rather they lack the focus needed to ensure that people, processes, and technology are aligned correctly. The MIT study indicated that the three major culprits holding back progress in social business are:
- Plan. Lack of an overall strategy
- Focus. Too many competing priorities
- Value. Lack of a proven business case or strong value proposition