What’s Next For Social Business In 2014?

06 Jan What’s Next For Social Business In 2014?

First in a series highlighting predictions of Enterprise Strategies’ Client Advisors for social business in 2014. 
2014 is poised to be another year of continued social business implementation and enterprise adoption. With this in mind, here are my top predictions for social business in the New Year.

1. Sales organizations drive adoption

  •  As CRM and employee social networks integrate more, sales organizations will realize greater benefit from more collaboration. Shared competitive intelligence, stronger proposals, timelier intelligence, and more engaged field reps will drive revenue and increase demand for collaborative tools. Sales leaders who recognize these efficiencies and real ROI will drive adoption more so than traditional HR, IT or Communications led efforts.


2. Executive usage of social networks grows and drives business results

  • Senior management will see more reasons to engage in social business, both internally and externally, as their peers use social media more and as the business benefits become more obvious. Whether it’s engaging customers and partners via social media or employees on an enterprise social network, executives will begin to take social media more seriously and no longer see it as something for millennials only.


3. Greater convergence of internal and external social media creates employee advocates

  • As organizations embrace internal social media more widely, employees who “live the brand” and have established an internal voice will be tapped to share that enthusiasm with customers. Employees who are passionate about their company and products will be able to share approved company messaging more readily with their wider social media audiences.


What do you think the future looks like for social business in 2014?

Patrick Durando

After spending much of his career helping various publishers go digital, Patrick turned his sights on increasing the value of the most common corporate asset, the Intranet. In 2011, he launched McGraw­Hill’s first enterprise social network, and connected over 26,000 employees across various businesses around the world. After developing an extensive network of like­minded “internal social” enthusiasts, Patrick formally began consulting companies that struggled to identify how social could add business value. Patrick lives in Manhattan’s Upper West Side with his wife and two children and enjoys walking, running, biking and playing softball in Central Park.

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  • Jason Verdelli
    Posted at 15:13h, 09 January Reply


    I totally agree what you say about employees “living the brand”. One of the best ways to do this efficiently is to implement an enterprise social network. The key is holding employees accountable for participation. Community management on behalf of management will be necessary to make sure it’s not just “another tool” that employees have to learn.

    Excellent post!

    • Patrick Durando
      Posted at 20:20h, 09 January Reply

      You’re right, and the keys are management’s use of ESNs and having business processes embedded in the ESN. Widespread use can then produce business value, and employee participation can be measured as part of their overall performance.
      Thanks for your insight!

  • Peter Tapscott
    Posted at 22:19h, 13 January Reply

    Hi Patrick, I made a similar prediction back in December regarding the convergence of public and private (internal) social networks. Another reason I see this happening is due to the wealth of data that is being collected and the need to socialise the analysis and subsequent action plan, leading to business changes.

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