Enterprise Social Data Isolated in Departmental Silos, by Loraine Lawson (@LoraineLawson) “A recent study of 35 large organizations found that social data is still “largely isolated from business-critical enterprise apps” and is created in departmental silos. The Altimeter Group study found that the average enterprise-class company owns 178 social accounts, with 13 departments “actively engaged” on social platforms. That’s creating serious social data silos, and, not surprisingly, there’s very little effort to integrate all this data.” Following the Altimeter Group’s study finding that enterprise companies own on average 178 social accounts across 13 departments, Loraine notes that all these accounts are “creating serious social data silos, and, not surprisingly, there’s very little effort to integrate all this data.” Among the areas integrated with social, BI tools sit at 42 percent, market research at 35 percent, and CRM at 27 percent. The low integration between CRM and social stands out when contrasted with our 2013 State of Data Integration, which found that 47 percent of respondents marked CRM/social integration as important – up from only 34 percent in 2012. This discrepancy between perceived importance and actual integration supports the Altimeter Group’s statement that social data really is hard to integrate due to how many organizational departments touch the data, each with its own perspective on which information is important. Read the full article at www.itbusinessedge.com!
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