By the end of the year 71 per cent of Australian organisations intend to conduct some form of social media activity – even though few know how to measure the return on investment from such initiatives.
Written by: Graeme Philipson | Published in: TechnologyIn the next twelve months many organisations will make the wrong choices about social media because of “CIO inertia” and in misconceptions about social media and consumerisation.
Australian organisations moving to a private cloud are expecting return on investment in less than two years, while those enterprises plumping for public clouds expect 20 per cent annual savings on their IT bills. While it’s business agility that large organisations claim they want from the cloud – the hip pocket benefits aren’t being sneezed at.
Social networks are now being taken very seriously by Enterprise Australia with organisations ranging from big banks, through universities, Government departments, retailers and not-for-profits lauding their reach and influence during this week’s Cebit conference.
Australians’ hunger for social media has soared in the last 12 months with a new report issued today saying that while 53 per cent of the population classed themselves as active users of sites such as Facebook or Twitter a year ago – that had now soared to 69 per cent.
Over the next 12 months, more than 24 percent of Australian IT decision makers will deploy social media or collaboration-type applications via platforms that allow the business to build applications in-house, but one market-watcher says that consumer social media tools and the way users connect online is too different from the current internal collaboration strategies of organisations in Australia
Australian banks may well grasp the importance of mobile banking, with most now offering smartphone apps (St George last week becoming the first local to unveil an Android app) but they are still in the sandpit when it comes to social networks. It’s ironic in a week when social networks have been flooded with negative sentiment about the banks’ perceived profit grab.
More than half of all Australian businesses will adopt social media as a customer service channel for the first time in 2011, with 71 per cent investigating the use of Facebook, and 53 per cent reviewing Twitter as potential vehicles for propelling positive customer experiences.