Burton Group Uncovers the Realities of Social Networking in the Enterprise

SALT LAKE CITY, UT - Burton Group, a research and consulting firm focused on in-depth analysis of enterprise information technologies, has conducted a detailed field study analyzing social networking within the enterprise.

Almost universally, organizations participating in the study felt they were behind their competitors -- or the market in general -- when it came to internal social networking initiatives. Based on the results of this study, Burton Group concludes that such perceptions are unfounded. Many organizations are yet to make an enterprise-wide decision on social networking tools. Even in those organizations that have set a direction, many of those projects are in proof-of-concept or early stages of deployment.

In a recently published report by Principal Analyst Mike Gotta, who conducted the study, Burton Group also concludes that organizations are struggling primarily with non-technology issues such as business case, metrics, policies and controls, governance, employee engagement, and cultural dynamics. Burton Group initiated a field study to determine the real state of enterprise social networking and help decision-makers understand the business and technical factors to consider when formulating related strategies.

The study revealed a common pattern characterizing the progression of social networking initiatives organizations can expect to encounter over the life-cycle of their social networking efforts:

-- Rationalization: "Making sense" of social networking and formulating a business case

-- Sustainability: "Making it last" by addressing a broad range of business and cultural factors

-- Relevancy: "Making it valuable" for people to participate, network, and build community

-- Implementation: "Making it work" by deploying social tools, applications and platforms

Reoccurring business justifications for social networking initiatives were recruiting and retaining a younger workforce with social tools they expect to perform their role, and engaging employees, to help them leverage relationships across the organization to share information and collaborate. As one participant stated, "30% of our workforce is Gen Y now; and by the end of 2010 it will be 50%."

"In down-times, focusing on operational efficiencies is always the first reaction. However, a crisis that can be weathered can also be made much worse internally because of budget slashing tactics and critical breakdowns in employee communications," said Gotta. "Social networking is not about technology and it's not about Facebook -- it's about relationships -- it's about helping your organization be more resilient and more adaptive to changing business and societal conditions."

Gotta's Enterprise Social Networks Field Research Study is a six part series examining organizational drivers, project sponsorship, and assessing business value of social networking efforts. The first part of the report, Social Networking Within the Enterprise and a webcast summarizing Gotta's finding is available for download.

Enterprise utilization of social networking will be featured at Burton Group's Catalyst Conference, July 27-31 in San Diego, CA.

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About Burton Group

Burton Group (www.burtongroup.com) is an IT research and advisory services firm that helps technologists make smart enterprise architecture decisions. Burton Group provides in-depth, IT research and advisory services to executives and technologists at Global 2000 organizations. Focused on strategic business technologies and the unique needs of enterprise organizations, Burton Group provides clients company-wide access to its world-renowned analysts and a suite of powerful, intuitive research and decision support tools unmatched in the industry.

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