IBM study finds companies struggle with social media

Armonk, N.Y.—Although companies are increasing their social technology investments, middle managers are struggling to embrace the new capabilities as part of their day-to-day operation, according to a new IBM Corp. study.

“The Business of Social Business: What Works and How It's Done” found that while 46% of the companies surveyed increased their investment in social technologies in 2012, only 22% said managers are prepared to incorporate social tools and approaches into their daily practices.

The online survey garnered responses from 1,161 companies from a dozen industries.

“Businesses are struggling to make sense of the vast amount of data generated from social networks,” said Kevin Custis, VP-global leader, social business and mobility services, IBM Global Business Services, in a statement. “To transform a vision into a reality, executive leadership must guide middle management on the value of being a social business and build companywide support for the use of social practices across organizational functions.”