4 Ways That Social Tools Are Improving Business For Multi-National Organizations

Recently, Google commissioned a pan-Europe research study to assess the use and impact of social tools within large and multi-site organizations; where collaboration is an important element of success. The objective was to review current relevance and perceived importance of social tools in businesses.

An online survey, designed by Millward Brown Corporate (London), was completed by 2,700 executives between 24th February and 14th March 2012. The survey included the following countries:

France, Germany, Italy, The Netherlands, Spain, Sweden and the UK

There are many interesting findings as a result of the survey but in this article I will share the four ways that social media is impacting key areas of the business in Europe.

#1- Productivity improvement- Senior executives are using social media in Europe to increase efficiency one of the main improvements is in reducing travel in order to gain input for collaboration and innovation.

#2- Decision making improvement- Senior executives are able to make speedier decisions, access information more quickly and drive innovation faster.

#3- Collaboration improvement- Senior executives are able to use social media to improve collaboration as well as to speed up information sharing among team members.

#4- Hiring and keeping talent- Senior executives are incorporating social media into the strategy to improve their abilities to attract and retain top talent.

There were interesting findings in the survey such as the following question:

“ Who is the biggest user of social tools in the workplace?”

The answer may surprise you, 71% of users of social tools were senior executives compared to 49% of those in junior roles.

This data definitely busts the myth that the younger generations are the main users of social tools.

In regards to productivity improvement the survey found that 54% of senior managers perceive social media tools to impact and improve productivity. 39% of those in a junior role perceived a productivity improvement with social tools.

When it came to decision-making improvement 68% of those surveyed said that social tools have improved this area of the business.

The survey asked about collaboration improvement and 54% of senior executives said social tools has improved collaboration and 45% of those in junior roles said social tools has improved collaboration.

Lastly when it comes to attracting and retaining top talent 47% of senior executives see the use of social tools as crucial and 33% of those in junior roles saw social tools as having an impact on hiring and retention.

“It says something about the organization; often
a sign of confidence in the employee that they may make free use of internet and social media, people thrive better in their environment and they will therefore work faster and more efficiently.”

– Frequent user, Junior Exec, HR/Personnel, Netherlands