Marketing City

More Organizations to Embrace Social Media by 2014: Gartner

By SiliconIndia   |   Thursday, March 22, 2012
Print Email
Bangalore: Fewer than 30 percent of large organizations will block employee access to social media sites by 2014, compared with 50 percent in 2010, according to Gartner. The number of organizations blocking access to all social media is dropping by around 10 percent a year.

"Even in those organizations that block all access to social media, blocks tend not to be complete," said Andrew Walls, research vice president at Gartner. "Certain departments and processes, such as marketing, require access to external social media, and employees can circumvent blocks by using personal devices such as smartphones. Organizations need now to turn their attention to the impacts of social media on identity and access management (IAM)."

Gartner said that social media environments include mechanisms to collect, process, share and store a more complete range of identity data than do corporate IAM systems. They enable a more complete view of identity, one that extends beyond the bounds of organizations.

Three significant impacts of social media on IAM are:

Personal trust misaligned with corporate trust: Employees who participate in online social media continually make judgments about the degree of trust they should place in the platforms and in other participants, and they adjust content, structure and vocabulary to match their risk assessments. These assessments and the fundamental inputs to their assessment process may not align with corporate expectations for risk management. As a result, employees may say and do things on social media platforms that violate corporate policy or are otherwise counter to corporate expectations.

Public content supports identity intelligence: The collection of identity data by public social media on a massive scale enables improvements in the production of identity intelligence. This pushes IAM programs to discover the user profiles accessed by staff and to maintain capabilities for accessing external services in order to harvest identity data.

Identity data can be leveraged for IAM: Social media provide a mechanism for verifying the identity of employees, job candidates and customers, and a cloud identity platform for performing IAM for other applications. IAM programs can use social media for identity verification and to extend identity services to internal and external applications via a semi-trusted social platform.

Sign Up for MARKETING Digest and Read the Day's Highlights
Experts on Marketing
Shyam  Sekar S
Senior VP
TaurusQuest Global
Market Analyst
Dart Consulting
Aditya  Sarna
Product Manager
LetsGoMo
Satrajit  Sen
director
tripod entertainmet
Ashok  R
HR
Agile Force
Subhasish  Dalal
Training Manager
ICICI Prudential
Surajit  Das
Relationship Manager
Monster.com
Prof J P  Singh
Professor
IIMA
Write your comment now
 
Whitepapers
Social media marketing is an engagement with online communities to ...
When was the last time you were in a public place and didn't s...