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BtoB

IBM study finds companies struggle with social media

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Armonk, N.Y.—Although companies are increasing their social technology investments, middle managers are struggling to embrace the new capabilities as part of their day-to-day operation, according to a new IBM Corp. study. “The Business of Social Business: What Works and How It's Done” found that while 46% of the companies surveyed increased their investment in social technologies in 2012, only 22% said managers are prepared to incorporate social tools and approaches into their daily practices. The online survey garnered responses from 1,161 companies from a dozen industries. “Businesses are struggling to make sense of the vast amount of data generated from social networks,” said Kevin Custis, VP-global leader, social business and mobility services, IBM Global Business Services, in a statement. “To transform a vision into a reality, executive leadership must guide middle management on the value of being a social business and build companywide support for the use of social practices across organizational functions.”
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