Monday, November 9

Reaching Mainstream: Social Media And Social Networking


Palo Alto Networks released a new study that pinpoints just how much social media, social networking, and collaborative Internet applications for business has increased in the last six months. What makes the study unique is that it considers organizational usage as a significant measure in determining adoption.

Highlights From The Palo Alto Networks Study

• Twitter session usage grew more than 250 percent since April 2009.
• Facebook usage increased by 192 percent, surpassing Yahoo! IM and AIM.
• SharePoint collaboration increased bandwidth usage 17-fold since April.
• Blogs and wiki posting increased by a factor of 39, with bandwidth increasing by 48.

The study also shows that there is an substantial increase in adoption all applications that are collaborative in nature (social media and social networks) for personal and business use. While employees are likely to use these tools for personal reasons, they also use them to increase business productively. The continued crossover suggests companies increase employee eduction on the subject of balancing authenticity and transparency.

Key Applications To Watch In 2010

• SharePoint grew by 48 percent in usage, compared to Oracle Collaboration Suite and IBM Lotus Notes, which only increased 11 and 12 percent respectively.
• Twitter, despite being limited to 140 characters, experienced a 775 percent increase in bandwidth usage, accounting for more than 184 MB of information per organization.
• LinkedIn was adopted by 89 percent of the organizations surveyed, but bandwidth and usage per organization has declined 42 percent and 22 percent, respectively.
• Facebook Chat, while released in April 2008, has become more widely used than Yahoo! IM and AIM (within the survey sample).
• Blogging by organizations has increased in usage from 22 percent to 51 percent in since April 2009.

The study cites The McKinsey Report on Web 2.0, which reveals that 69 percent of companies have gained measurable benefits in innovation, effective marketing, and better access to information. All of these benefits have lead to lower costs and higher revenues.

It also cites a report from AIIM, which also concluded that the top three business benefits cited by organizations include: knowledge sharing, information gathering, and the increased speed of communication delivery.

You can find the full report, which also addresses security issues, here. Palo Alto Networks specializes in next-generation firewalls.

Based on the Revised Technology Adoption Life Cycle, social media and social networking seems to be well over the mainstream curve with the late majority struggling to catch up. Anymore, organizations without any online presence will likely be left behind.

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