The tune about social business is slowly changing. A recent AIIM survey reveals that over half of user organisations consider social business applications to be significant, if not imperative, to their business goals. 

Admittedly, by "over half" we mean 51%. But this number rises to 62% for larger organisations. 

“What we’re seeing from this survey is an emerging set of applications that leverage expertise and innovation inside the enterprise," said AIIM’s Head of Market Intelligence, Doug Miles. "Away from the hype of social marketing, a new set of internal business applications has emerged to grab these collaborative technologies and use them to boost knowledge, speed up response and improve teamwork. The bigger the organisation, the more important it is to make these tools widely accessible in order to bring together geographically dispersed teams and to break down departmental boundaries.”

The list of tools Miles speaks of includes micro-blogs, wikis, share-sites and forums-- you know the drill.

More and More Demand

The survey, was taken by 451 individual members of the AIIM community between July and August of this year. The resulting report, entitled “Social Business Systems – success factors for Enterprise 2.0 applications” is available for free download on AIIM's official site

When compared to previous surveys, AIIM says organisations are now twice as likely to consider social business as an infrastructure investment (27%). The number required to make a business case based on financial returns, rather than general business benefits, has dropped from 20% to 12%.

Further, most organizations are planning to continue their current investment in social business systems, with 20% stating their intention to increase spend in the next 12 months compared to the last 12 months.

Miles's comment about moving "away from the hype of social marketing" touches on a topic we recently featured as a monthly theme: From Social Media to Social Business. 

Here are a few highlights:

Building a Social Enterprise: From Social Media to Social BusinessI like the old adage: 'you can lead a horse to water, but you can't make it drink'. A business can offer tools and technologies that support more effective collaboration or that try to engage with customers, but it's up to those individuals to take the steps required to interact. So it's important to really think about what you are trying to achieve by using social media and plan your strategies/implement your tools carefully.

Networking for Success: 4 Case Studies on Social Business

In the business world, social media is a double-edged sword. On one hand it's distracting, too much fun, and a time suck. On the other, it's proactive, highly effective, and increasingly more necessary. Thankfully it seems we're slowly but surely learning how to follow the latter path, and here to provide actual implementation insights are four companies who've found a method to the madness. 

4 Best Practices for Transitioning from Social Media to Social BusinessWe've hopped around from 'Web 2.0' to 'Social Media' to 'Enterprise 2.0' to our current spot on the 'Social Business' train, keeping all of our baggage in tow. And that's the problem.

If we really want to see the same kind of effectiveness in the work place that we've seen in the consumer space, it's time to ditch some old habits. Here are four essential ways to make your business a social business.

Tweet Jam Summary: From Social Media to Social Business #socbizchatWith our "From Social Media to Social Business" Tweet Jam wrapped up, it's time to do a summary of what was a great discussion.

Any thoughts on how else we can push adoption? Let us know in the comments below.