After years of rapid and increasing adoption, the use of social technologies has become a common business practice. Now the responses to McKinsey’s latest survey on these technologies indicate that in certain functions (namely, sales and marketing), companies are applying social tools extensively and becoming more digital organizations overall.1 We asked executives about their companies’ use of social tools in 18 specific business processes. Among them, social technologies are the least integrated into the work flow for operations processes, such as order to cash and demand planning. They are the most integrated into public-relations, customer-relationship-management (CRM), and marketing processes—where these technologies are a natural extension of existing tools. As a result, executives say the use and integration of social tools have had the most significant impact on the day-to-day work for many customer-facing activities.
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