Zappos - Cybersecurity

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Enterprise Social Networks and Knowledge Management

Chapter Extension 11

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Study Questions

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

Q1: How do organizations develop an effective SMIS?

Q2: What is an enterprise social network (ESN)?

Q3: What are the benefits of knowledge management?

Q4: What are expert systems?

Q5: What are content management systems?

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Q1: How Do Organizations Develop an Effective SMIS?

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

• Create relationships organizations, customers, employees, and partners perceive and value

• Transform interactions from organization-centric into mutually satisfying humane, community relationships.

• "Consumers become humans"

• Premeditated alignment of SMIS with organization’s strategy

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Social Media Plan Development

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

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Common Social Media Strategic Goals

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

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Common Social Media Metrics

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

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Make Personal Connections

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

• 58% of consumers, ages 18-29, more influenced by social media chatter than by TV or Internet ads

• 29% of consumers over 55 thought social media chatter more influential than TV or Internet ads

• Interact with customers, employees, and partners in more personal, humane, relationship-oriented way

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Make Personal Connections (cont'd)

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

• Useful interactions that help solve particular problems and satisfy unique needs

• Avoid hard-selling products, overwhelming with content, and contacting too often

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Gather and Analyze Data

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

• Gather right amount of data necessary to make most informed decision possible

• Google Analytics, Facebook Page Insights, Clicky, or KISSmetrics

• Allow use of social media to be flexible enough to change over time

• Statistical information – Which tweets get most attention, posts generate most traffic, SM

platform generates most referrals?

• Senior managers see regular progress reports

• Be educated about changes in social media landscape

• Watch for SM success stories and inform upper management

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Q2: What Is An Enterprise Social Network (ESN)?

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

• Specialized enterprise social software designed to be employed inside organization

• Use same functions as blogs, microblogs, status updates, image and video sharing, personal sites, and wikis

• Goal to improve communication, collaboration, knowledge sharing, problem solving, and decision making

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Enterprise 2.0: McAfee’s SLATES Model

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

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Changing Communication

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

• Internet, Web sites, social networking, email, cable TV, and smartphones radically altered existing communication channels

• Employees can bypass managers and post ideas directly for CEO to read

• Quickly identify internal subject matter experts

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Deploying Successful Enterprise Social Networks

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

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Using the Guide: Developing Your Personal Brand

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

• College recruiters look for evidence a student has “walked the talk.”

• Social media presence only one component of a professional brand – Traditional sources of personal branding, like personal

networks of face-to-face relationships, important

• Understand importance and value of your personal brand

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Q3: What Are the Benefits of Knowledge Management?

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

• Knowledge Management (KM) – Create value from intellectual capital and share knowledge – Preserve organizational memory by capturing and storing

lessons learned and best practices of key employees – Enables employees to use collective knowledge – Improves process quality – Increases team strength

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Q4: What Are Expert Systems?

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

Expert systems

Rule-based IF/THEN

Encode human knowledge

Process IF side of rules

Report values of all variables

Knowledge gathered from human experts

Expert systems shells

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Example of IF/THEN Rules

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

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Drawbacks of Expert Systems

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

1. Difficult and expensive to develop – Labor intensive – Ties up domain experts

2. Difficult to maintain – Small changes can cause unpredictable outcomes – Constant, expensive changes for new rules/knowledge

3. Don’t live up to expectations – Can’t duplicate diagnostic abilities of humans

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Q5: What Are Content Management Systems? (CMS)?

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

• Information systems to support management, deliver documents, other expressions of employee knowledge

• Companies selling complicated products share product knowledge with employees and customers

• Microsoft shares knowledge about how to use Data Transformation Services to move data from Oracle database into Excel with data miners in world

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What Are the Challenges of Content Management?

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

Document Management at Facebook.com

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Complications for Content Management Systems

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

• Content databases are huge

• Content is dynamic

• Documents do not exist in isolation from each other

• Document contents are perishable

• Need for multilanguage content

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What Are Content Management Application Alternatives?

C o p y r i g h t © 2 0 1 7 P e a r s o n E d u c a t i o n , I n c .

• In-house custom – Expensive to develop and maintain – Most organizations not to support custom CMS application

• Off-the-shelf – Considerably more functionality than most in-house systems,

and far less expensive to maintain • Search engine

– Public search engine - Google, Bing – Provide own search capability