But that's a mistake, the consultancy maintains. If enterprise leaders don't become more receptive to leveraging social media, "they are going to fall behind and pay the price," the Ovum report says. Business and IT executives must develop a strategy in this area or risk missing opportunities to reach customers and access strategic information.
Social media links with enterprise apps has given companies such as Nebraska Book "the ability to put valuable information into the hands of our sales force more quickly," and "in a social media format they use every day," Kelly says. "This gives them more time to sell our services rather than spend their time gathering information."
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