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Global study reveals proliferation of social networking throughout the enterprise

Cisco Systems Inc. today released the results of a third-party global study designed to assess how organizatio...

January 13, 2010  

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Cisco Systems Inc. today released the results of a third-party global study designed to assess how organizations use consumer social networking tools to collaborate externally, revealing the need for stronger governance and IT involvement.


The research is the first of a two-part series that Cisco has commissioned to explore the impact of social networking and collaboration applications in the enterprise.


The study is based on extensive interviews with 105 participants representing 97 organizations in 20 countries around the globe.


Conducted between April and September 2009, the research was carried out by leading business schools in the United States and Europe: IESE Business School in Spain, E. Philip Saunders College of Business at the Rochester Institute of Technology in the U.S., and Henley Business School in the United Kingdom.


“The use of consumer-based social networking tools, such as Facebook and Twitter, as collaboration platforms is connecting organizations with the external world in myriad ways,” the study said. “These tools bring technology and business together through innovative experiences, connect people and information, establish potential new routes to market, and enhance customer intimacy and brand awareness.”


The study findings indicate that the business world is at the early stages of adopting these tools and in the process of identifying key challenges, such as the need for increased governance and IT involvement, which may impact the integration and adoption of these new platforms and technologies.


“The rise of the connected consumer is driving a market shift in the enterprise, creating “people-powered business” where social networking tools and collaborative technologies are the propeller of the next-generation of productivity and bringing about a fundamentally different leadership model,” said Nick Earle, senior vice president, Cisco Services.


“Companies who will succeed in embracing the tremendous power of social networking will be those who design a collaborative IT architecture capable of supporting the use of these technologies and mitigating the risks they pose.”