The demand for substantive customer feedback -- and engaging all constituents into the feedback process -- drives the need for businesses to innovate and also manage innovation in a new way. Results from a recent market study show that this inherent need is also creating the opportunity for social technologies to help support and add value to the commercial innovation process. The fourth annual "Social Business Survey" from International Data Corporation ( IDC ) revealed a significant departure from previous years -- in terms of focus and use cases for social business technology. With the maturing of social media tools within the enterprise -- and their adoption as an engagement channel -- use cases have grown into some broad categories, such as customer experience, sales enablement, digital commerce, enterprise social network (ESN), innovation management, and socialytics. IDC says that as users request solutions to extend outside the firewall, the 2012 survey demons
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