5 Predictions for Social Business in 2016

The common 2016 trend that will mark leading social business organizations will be the linking of internal storytelling and employee social activation with traditional customer marketing - a simple, but impactful occurrence. 

5 Social Business Predictions

  1. Organizations will begin or accelerate their employee social activation program. Train your people, teams, new employees and executives (to demonstrate leadership by example). Maintain quarterly lunch and learns and refresher training sessions.

  2. Formal or informal content / editorial review processes will be created. This may be as simple as peer-to-peer pairing or a mentor/mentee structure, or as formal as a workflow through compliance / regulatory channels in regulated industries.

  3. Collaboration and communication tools that accelerate the organization's social growth and maturity will be embraced. Consider Slack or Gaggle AMP, or more robust tools such as a social collaboration platform.

  4. Social content and reference libraries will be created from the get go. Providing a living, growing and evolving body of content and resources will help to both spur content generation and strengthen your knowledge base. 

  5. Experimentation, taking some risks and evaluating what is working will become the norm. Engaging in and learning the right social media mix for your employees, products/services and business will be undertaken.


  • Social media spend as a percentage of marketing budgets is projected to increase from 10.7% to 14% in the next 12 months, and to 23.8% in the next 5 years.

  • Companies with highly engaged employees have 3x the operating margin and the Meaningful Brands Index outperforms the stock market by 120% (Towers Watson).

  • 90% of consumers trust recommendations from people they know and only 14% trust advertising (SocialChorus).

  • In companies with strong sustainability programs, morale was 55% better, business processes were 43% more efficient, public image was 43% stronger, and employee loyalty was 38% better (Society for Human Resources Management).

Benefits of Investing in Employee Brand Building / Social Activation

Organizations who make bold investments in their employees and business through a sound social strategy and focused effort will differentiate themselves from their peers in 2016. Below are the benefits of such investment:

  • Retention of valuable employees who are satisfied, engaged and productive,

  • Attracting quality new talent,

  • Employees feeling more informed,

  • Increased brand awareness through employee generated content,

  • Quality engagement spurred by authentic communications, and

  • Improved employee and customer experience.