Originally posted on Gigaom:
Pundits have been chattering about enterprise social media for a while, but previous research showed that despite the hype these technologies had a long way to go before they were fully embraced by business. Now a new report indicates that adoption of social tools and the realization of their much discussed benefits may be firmly underway, in Europe at least.
The report by branding agency Millward Brown, and sponsored by Google, is based on a poll of 2,700 professionals in France, Germany, Italy, the Netherlands, Spain, Sweden and the UK, and comes to conclusions that will get enterprise social advocates excited. “The results… clearly show that not only are social tools being used widely within business today, but that those who are using them are already reaping the benefits,” declares the report’s forward written by Sebastien Marotte, VP of Google Enterprise, EMEA.
First off, it should be noted that the report includes both consumer social products like LinkedIn and Facebook used for business purposes and social tools geared specifically for organizations under the banner ‘enterprise social’. So what are the details?