Many executives may remain skeptical that the use of social media in the workplace is anything other than a distraction from the work at hand. But companies that forbid or severely restrict the modern communications technologies may miss out on assorted opportunities.
To assess the business value attainable through such forums as blogs, wikis, discussion boards, and innovation platforms, the CIO practice at Forrester Research recently surveyed 303 information-technology staffers who use social media in the course of servicing their organizations. Seventy-two percent of the respondents said social media has a positive impact on productivity in the front office, 70 percent said it makes IT operations more productive, and 61 percent said it makes the back office more productive. Only 46 percent, however, saw a positive influence on marketing.
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