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In order to create value with social business, some companies must address difficult organizational issues that arise with leadership and culture. According to Charlene Li, “The biggest determinants, by far, of whether you will be successful at social business are leadership and culture.”
Vision and Strong Management Support
Our research suggests that leadership is critical to increasing the use of social tools within an organization. (See Figure 9.) We asked, “What factors do you see facilitating the adoption of social software in your organization?” The top two answers were clear vision for how social media supports business strategy, and senior management support. Lack of management understanding was the top answer to the question, “What internal barriers do you see impeding the adoption of social software in your organization?” (See Figure 10.) (Risk and security concerns are the top external barriers to social software adoption.)
Figure 9 The Factors Leading to Adoption of Social Software
View Exhibit
The Factors Leading to Adoption of Social Software
Adopting social software requires clear vision and strong leadership.
But do leaders have the tools they need to drive adoption? Our findings suggest that an important resource is missing — measured results for social software.