Latest data from by Sydney-based Traffyk.AI, suggests that enterprise social networking platforms, such as Yammer, no longer have a place in most organisations.
Kate Abrahams, CEO and Founder of Traffyk.AI, expressed concern over the implications of their findings. “There’s too much noise in most workplaces. Our data uncovers a new reality: these high-cost platforms are failing to serve as the vibrant digital watercoolers they were touted to be.”
“On average, over 95% of knowledge workers open Yammer once or twice a week. These channels are just another distraction that kills productivity,” Abrahams said.
Despite previous high hopes for digital platforms to serve as dynamic hubs of conversation, idea exchange, and problem-solving, Traffyk.AI’s data showcases alarmingly low usage rates.
Findings indicate that less than 30% of users, broadly defined as active for merely interacting with the platform once within a 30-day period, log in more than 1-2 times a week.
Moreover, half of the so-called active users are posting 1 or less original messages each month and similar levels of inactivity in commenting and liking.
The data’s grim statistics on Yammer are indicative of a broader trend of declining use and disillusionment with enterprise social networking tools, once hailed as pioneers of digital workplace culture and collaboration.
Abrahams highlighted the need for a strategic pivot: “It is time to think about an organisation’s communications network as critical infrastructure that drives strategy delivery and productivity improvements, rather than a set of channels that need to be filled with content.”
“The bottom line is that there is only so much time in a workday. With the new reality of the likely new ‘Right to Disconnect” legislation, there’s huge pressure to reduce distraction so teams get their work done during the working day, to limit the need for out-of-hours contact.” she said.
About Traffyk.AI
Traffyk.AI delivers innovative insights and recommendations to help businesses
understand how their people tick. The Australian startup has global ambitions to smash
the norm of how companies communicate with their people.
