“While the percentage of companies adopting social technologies remains high, it has plateaued,” says McKinsey in its “Organizing for change through social technologies” Global Survey. “Yet there remain significant opportunities for further adoption—and considerable value to capture.”
McKinsey’s survey suggests social media and new technologies can facilitate substantial organizational change, provided that companies approach social tools as they would any large-scale transformation.
“Indeed, the companies reaping the greatest benefits from social interactions with both internal and external stakeholders (what we call “fully networked” enterprises) already implement the key practices that support organizational change more comprehensively than all others do,” the survey finds.
Eighty-two percent of respondents say their companies use at least one tool (compared with 83 percent in 2012), and 67 percent report the use of at least one tool on mobile (compared with 65 percent last year). The most commonly used technologies are videoconferencing, social networking, and collaborative editing.
Videoconferencing and social networks are used most often in the business:
Still, there’s a lot of room to improve overall adoption, particularly within the organization. Four in ten respondents say at least half of their companies’ employees use social networking for work, but less than 30 percent say the same about all other technologies.
To capture this potential value and take advantage of further opportunities, the responses from executives at the fully networked companies suggest one way that all other organizations can begin to improve: thoughtfully applying the key tactics of organizational change and strategies for using social tools.