Social Remains Isolated From ‘Business-Critical’ Data by Aarti Shah.
From the post:
Social data — including posts, comments and reviews — are still largely isolated from business-critical enterprise data, according to a new report from the Altimeter Group.
The study considered 35 organizations — including Caesar’s Entertainment and Symantec — that use social data in context with enterprise data, defined as information collected from CRM, business intelligence, market research and email marketing, among other sources. It found that the average enterprise-class company owns 178 social accounts and 13 departments — including marketing, human resources, field sales and legal — are actively engaged on social platforms.
“Organizations have invested in social media and tools are consolidating but it’s all happening in a silo,” said Susan Etlinger, the report’s author. “Tools tend to be organized around departments because that’s where budgets live…and the silos continue because organizations are designed for departments to work fairly autonomously.”
Somewhat surprisingly, the report finds social data is often difficult to integrate because it is touched by so many organizational departments, all with varying perspectives on the information. The report also notes the numerous nuances within social data make it problematic to apply general metrics across the board and, in many organizations, social data doesn’t carry the same credibility as its enterprise counterpart. (emphasis added)
Isn’t the definition of a silo the organization of data from a certain perspective?
If so, why would it be surprising that different views on data make it difficult to integrate?
Viewing data from one perspective isn’t the same as viewing it from another perspective.
Not really a question of integration but of how easy/hard it is to view data from a variety of equally legitimate perspectives.
Rather than a quest for “the” view shouldn’t we be asking users: “What view serves you best?”