The Social Business Research Study: Socially Driven Collaboration
An exclusive whitepaper brought to you by Oracle, Social Media Today, and Leader Networks
In part two of this two-part study, Socially Driven Collaboration, we will be building upon the results we shared in part one. This study examines how the relationship between Marketing and IT has changed in response to the impact of social business. Oracle, Leader Networks, and Social Media Today recently conducted an online survey of over 900 marketing and technology executives to understand how companies are leveraging social technologies and practices throughout their organizations. In particular, this study explores how each of these groups perceives the opportunity for increased collaboration as their organizations evolve towards becoming socially enabled enterprises.
While Marketing has a leading role in the adoption of social channels (e.g. Facebook, LinkedIn, Twitter, YouTube) with a focus on building awareness, the benefits of increased collaboration between Marketing and IT include stronger/more compelling marketing messages and significant operational benefits, such as faster speed to market, greater product and service adoption, and fewer defects in products and services.
This report makes the case that the broader impact of social business sets the stage for Socially Driven Collaboration between Marketing and IT.
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