Companies reluctant to adopt social networks

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Most companies are facing some difficulties in adopting social networks as a form of business. The conclusions are from the Burton Group and refer to a high level of uncertainty around the new media.

According to the consultant, companies are struggling with non-technological problems, such as business issues, metrics, policies and controls, roles and responsibilities, employee participation models and cultural dynamics.

The core of the problem, however, is the disconnect between the social network and the traditional corporate business culture. «Social networks have to be seen less as a technological issue and more as a business tool. For that, a change in behavior is necessary», says the Burton Group.

In view of the scenario, it is expected that the adoption of social networks at the business level will prove to be slow. «Most companies will not integrate Facebook or Twitter into their business until they clearly see the benefits achieved by other companies,» says the consultant.

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