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eMarketer recently published the results of an InSites Consulting survey that explored the ways in which consumers interact with brands on social media sites. Most significantly, the survey found that brands themselves are considered a credible source of information about brands, which marks a significant shift from earlier responses in similar surveys. |
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 One of the most fundamental elements of the guidance provided in ISO 38500 is embedded in its scope statement. It reads: "This standard provides guiding principles for directors of organisations (including owners, board members, directors, partners, senior executives, or similar) on the effective, efficient and acceptable use of information technology (IT) within their organisation". The key word here is "use". It is one of the most deliberately selected and important words in the entire standard. The standard regards IT as a resource, and it is the use of the resource to which the guidance principally pertains. In other words, IT is regarded as a tool of business, and the standard is providing guidance on how the tool should be used. This is a profoundly different notion to that most often presented in other frameworks and guidance on controlling IT. Most of these frameworks are focused on the development and maintenance of the tool in good working order - which we should regard as the supply side. ISO 38500 can be applied to the supply side of IT, and when overlaid on established frameworks such as COBIT and ITIL, can serve to provide additional insight and control to the supply activities. But it is when ISO 38500 is used to guide the demand side of organisations that the major benefit emerges. Consider an analogy: Many motor vehicle manufacturers of today produce efficient, safe and reliable motor vehicles. But these manufacturers do not control the choices of their customers regarding which vehicles they drive, nor the manner in which they drive, nor the tasks to which the vehicles are put. The manufacturer, together with the sales and service agents, provide the supply. The owner and driver determine the demand. If they drive badly, in inappropriate places, or carry inappropriate loads, they are responsible for the consequences, which may include unexpected cost, loss of the vehicle and in some cases, loss of the privilege of holding a driver's licence. Business leaders are like the car owners. They determine the use of IT in their organisations - if not overtly, then covertly by their behaviour in respect of IT investment. A 2009 report by IBM provides us with a perfect context for discussing these issues in the February 2010 Infonomics Letter.
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