Digital transformation is not a hype
Digitization developed and changed in the last 10 years with a dynamic, which was only foreseen by a few. What is certain, above all, is that digitization is not a hype and has established itself - in the private sector and increasingly in the corporate context.
A look into the future is usually speculative. The faster a market is, the more speculative this view is. Which new platforms will come, how long Facebook will still dominate the market, or whether Google still manages to transfer its power into the social media segment, remains questionable and insignificant.
The digitization does not disappear again
For Company It is crucial that there will be relevant platforms and they have to change their processes accordingly. However, there are already clear tendencies in which direction the journey will go.
In the long term, social media will disappear as a prominent business topic. At first sight, this sounds provocative, but in reality it optimizes an optimistic view of the future establishment of social media in companies.
Social media will become a completely natural and fully integrated part of the business world. The significant growth figures in the corporate social media area support this view.
The digital transformation permeates all divisions
Almost all business areas are already in digital transformation. Marketing has already advanced with various online marketing channels such as SEO, SEM or Affiliate.
Hard metrics and KPIs illustrate the value and value of online marketing for companies. HR is also increasingly pressing into the social media to employ employer branding or to gain new talent as an employee.
Trends in the HR area
Xing, LinkedIn and Kununu have become important pillars in the HR area, but also vile forums are important strolling spots for the target groups. Employer affiliates are no longer only published annually in selected trade journals, which is primarily beneficial to the agencies.
The actual rankings result in real time in the digital space. In this case it is important to take part in a good positioning. However, what is missing so far is, on the one hand, the measurability of the effect of the social media activities and, on the other hand, the benefits for the company.
Mobile will continue to grow
From the desktop computer, via laptop to tablet and smartphone: The terminals have become faster, smaller and more mobile in recent years. 2014 already use 50 percent of Germans a smartphone. This is a plus of 25 percent versus 2013.
81 percent also use their smartphone to go to the Internet and get information. Companies should not lag behind this trend, but use it. Mobile sites and responsive design are just a few requirements to stay connected and show potential customers or employees that they understand and are responsive to them.
Mobile tracking is becoming increasingly important with the growing private use of smartphones and tablets for businesses. This is the only way to achieve maximum transparency and bring the bulk of the traffic to company pages. Who wants to close their eyes voluntarily and give away potentials?
The use and recording of social media for HR purposes generates costs. Staff costs, IT costs and advertising costs, to name but a few. For the management, it is important that costs cover the benefits as far as possible. Even today the call for the ROI of social media is on everyone's lips.
Social Business Controlling is aimed at mapping the real value of social media activities - translated into the language of management. Known key figures and KPIs are interwoven and allow for transparency that has not yet existed.
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