Many social media efforts are failing because some enterprises just don't understand how to employ social media to facilitate collective behaviors, according to Gartner, Inc. Gartner conducted a 10 month effort collecting data and analyzing 200 successful social media implementations to identify how enabling collective human behaviors can lead to enterprise value.
"Social media is not an end in and of itself — it is an enabler," said Anthony Bradley, group vice president at Gartner. "Social media technologies are tools and, like any technology, it is how people use those tools that delivers enterprise results."
Mr. Bradley explained that through the use of mass collaboration at scales previously unachievable, social media technologies have greatly enhanced the business value of collective behavior. Gartner believes that examining key selected behaviors provides critical insight into how social media can deliver significant enterprise value.
Enterprises can employ these collective behaviors as the link between business value and social media technologies. They can use them to examine a target community and formulate new ways that people can interact to achieve enterprise value. By understanding the most prevalent technologies, collaborative behaviors, business use cases and business value for six collective behaviors, enterprises can more effectively plan for successful community-based social media initiatives. The six collective behaviors are highlighted in this slideshow.
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