Channel Marker

Feb 18 2011   10:21PM GMT

Are you missing the real social media opportunity?



Posted by: Heather Clancy
Tags:
Gartner
Heather Clancy
IT channel products and services

I have been gratified to hear over the past year that many of the technology solution providers that I communicate with regularly have begun using social media or social networking sites as part of their marketing strategy. But I still think that the channel has only scratched the surface as far as potential solutions that help their customers manage their social media strategies more efficiently, and more securely.

For evidence, I cite a new Garter research alert suggesting that by the end of 2013, more than half of all companies will be subjected to some sort of e-discovery request or exercise related to content on social media Web sites. Right now, every few businesses have content management strategies that cover how that information is archived or cataloged, the research firm says.

Says Gartner analyst Debra Logan:

“Social media is like all other content that is created by companies and individuals and is subject to the same rules, laws and customs. Policymakers need to keep policies simple when it comes to what should and should not be done online. A good rule of thumb is that whatever the company code of conduct is for in-person encounters, and whatever the rules are for general good behavior and common sense apply in the online world as well.”

Uh, yup.

Gartner goes on to suggest, further, that almost half of businesses will gate or even block access to some or all social networking sites by the end of 2012.

It seems to me that any technology solution provider focused on content or information management strategy needs to have AT LEAST a working knowledge of the social media implications. If you’re an expert who can offer real value to businesses grappling with this very frustrating issue, all the better.

Are you missing the real social media opportunity, which lies in helping your customers get the technology behind their policy right?

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