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Social media provides new opportunities, and threats, for today’s organizations

Chapter 5 - Enhancing Organizational Communication and Collaboration Using Social Media

Chapter 5 Learning Objectives

This chapter focuses on social media in and around the context of the business organization.

The Need for Communication and Collaboration

Explain organizations’ needs for communication and collaboration.

The Evolving Web

Explain social media and Enterprise 2.0.

Traditional Collaboration Tools

Describe traditional technologies used to support communication and collaboration.

Managing the Enterprise 2.0 Strategy

Describe how companies can manage their Enterprise 2.0 strategy and deal with potential pitfalls associated with social media.

Social Media and the Enterprise

Describe various social media applications, and explain their role in enhancing communication, collaboration, cooperation, and connection.

The Need for Communication and Collaboration

Explain organizations’ needs for communication and collaboration.

The Evolving Web

Explain social media and Enterprise 2.0.

Traditional Collaboration Tools

Describe traditional technologies used to support communication and collaboration.

Managing the Enterprise 2.0 Strategy

Describe how companies can manage their Enterprise 2.0 strategy and deal with potential pitfalls associated with social media.

Social Media and the Enterprise

Describe various social media applications, and explain their role in enhancing communication, collaboration, cooperation, and connection.

Virtual Teams

Organizations typically strive to put together the right members of a team or task force to solve challenging business problems regardless of where they are located geographically within the organization.

When team members are located at different physical locations, they are a “Virtual Team”.

Virtual teams face the challenge of communicating and collaborating at a distance, and use modern technologies such as teleconferencing and online Web technologies to interact and share documents and information.

The Evolving Web

The Need for Communication and Collaboration

Explain organizations’ needs for communication and collaboration.

The Evolving Web

Explain social media and Enterprise 2.0.

Traditional Collaboration Tools

Describe traditional technologies used to support communication and collaboration.

Managing the Enterprise 2.0 Strategy

Describe how companies can manage their Enterprise 2.0 strategy and deal with potential pitfalls associated with social media.

Social Media and the Enterprise

Describe various social media applications, and explain their role in enhancing communication, collaboration, cooperation, and connection.

Evolving Capabilities

Web users used to just consume content, much like an individual reading the morning newspaper.

This model is widely referred to as Web 1.0. With evolving technologies Web users can now share information back and interact with sites, providing reviews, ratings, sharing pictures, and more.

This interactive Web, where Web users generate and share content as well as consuming it, is typically referred to as Web 2.0.

Evolving Social Interaction

Web 2.0 Technologies change how people interact and enable Social Media

Online information at our fingertips

Personal expression available 24/7

Individuals often post very private information

About themselves

About others

Without thinking about the consequences

Now that users can readily share information as well as consume it, social media has changed dramatically to take advantage of these capabilities.

Users now have information, and the ability to express their opinion on it, at their fingertips literally 24/7.

This has led to an explosion in the sharing of personal information, sometimes very private, and often without taking into account the consequences.

Evolving Collaboration through Collective Intelligence: Shifting Perspectives

Web 1.0	Web 2.0
Me	Me and you
Read	Read and write
Connect ideas	Connect ideas and people
Search	Receive and give recommendations to friends and others
Find	Share
Techies rule	Users rule
Organizations	Individuals

As we transition from the Web 1.0 model to the interactive Web 2.0 model, the Web experience changes to become both more individual and more interactive.

In this table we can see specific examples of this evolution, such as the transition from just reading information to also writing.

The Evolving Workspace

A generation of social media users

Different workplace expectations

Portfolio careers, not cradle-to-grave

State-of-the-art technology valued

55% use Instant Messaging as a work tool

The current generation of workers grew up in an internet enabled world and expect an internet enabled workplace.

They expect to have multiple jobs with multiple companies throughout their life and value a workplace where they can leverage modern technologies versus being banned form utilizing and accessing them.

Future Web Capabilities

The Semantic Web

Machine readable Web pages

Enhanced search results

Web 3.0, or ‘What comes next?’

Mobility?

The contextual Web?

Enterprise 2.0

Leverage social media for Enterprise objectives

Innovation continues to abound and future Web technologies may go in may different directions.

The Semantic Web is an effort to make the abundance of Web pages readable by machines as well as people so they can process them more accurately and greatly enhance our ability to search for and find information.

While no one knows what Web 3.0 will entail, some speculate it will revolve around mobility and mobile computing while others believe it will entail contextual filtering, so users will see information based on what they are doing, where they are, what time it is, or a combination thereof.

Even as we race towards Web 3.0, enterprises seek to leverage social media within their boundaries and with their customers to become social enterprises.

Traditional Collaboration Tools

The Need for Communication and Collaboration

Explain organizations’ needs for communication and collaboration.

The Evolving Web

Explain social media and Enterprise 2.0.

Traditional Collaboration Tools

Describe traditional technologies used to support communication and collaboration.

Managing the Enterprise 2.0 Strategy

Describe how companies can manage their Enterprise 2.0 strategy and deal with potential pitfalls associated with social media.

Social Media and the Enterprise

Describe various social media applications, and explain their role in enhancing communication, collaboration, cooperation, and connection.

Groupware

Groupware can be divided into synchronous and asynchronous tools, as well as into tools that enhance working at the same location or across different locations.

Synchronous means at the same time, such as when two people are talking on the telephone.

Asynchronous means disconnected in time, such as when someone reads an email a day after it was sent.

Groupware: Benefits

Benefit	Example
Process structuring	Keeps the group on track and helps it avoid costly diversions
Parallelism	Enables many people to speak and listen at the same time
Group size	Enables larger groups to participate
Group memory	Automatically records member ideas, comments, and votes
Access to external information	Can easily incorporate external electronic data and files
Spanning time and space	Enables members to collaborate from different places at different times
Anonymity	Members can discuss controversial or sensitive topics without fear of identification or retribution

There are many benefits to using Groupware, including those that involve letting participants from multiple locations participate.

Some of the less obvious benefits include the facilitation benefits that allow larger groups to still work effectively and stay on track.

Some groupware processes also allow parallel processing, where multiple individuals can contribute at the same time, and contributor anonymity, where critical concerns or new ideas can surface without fear of ridicule or reprisal.

Videoconferencing

Desktop Videoconferencing

Simple & low cost

Internet based

Dedicated Videoconferencing

Organizational conference rooms

Multiple people and/or locations

Highly realistic/excellent video and audio quality

Can be extremely expensive, up to $500k

Videoconferencing is a simple solution to the problem of people needing to talk who are in different locations.

Desktop videoconferencing solutions are both low cost and functional, but only support one individual at each site.

Dedicated videoconferencing rooms support larger groups meeting in real time as if in the same room. They have excellent audio and video quality, and can eliminate the need for groups to travel, but can cost up to $500k per dedicated installation.

Intranets and Employee Portals

Real-Time Access to Information

Updated information instantly available throughout the organization

Enterprise Search

Company focused, including corporate databases

Collaboration

Document sharing and co-editing

Employee Portals

Employee benefits self-service

Companies create Intranets to share documents and information within the organization.

Employee portals are often set up so employees can access self-service benefits.

Social Media and the Enterprise

The Need for Communication and Collaboration

Explain organizations’ needs for communication and collaboration.

The Evolving Web

Explain social media and Enterprise 2.0.

Traditional Collaboration Tools

Describe traditional technologies used to support communication and collaboration.

Managing the Enterprise 2.0 Strategy

Describe how companies can manage their Enterprise 2.0 strategy and deal with potential pitfalls associated with social media.

Social Media and the Enterprise

Describe various social media applications, and explain their role in enhancing communication, collaboration, cooperation, and connection.

Enhancing Communication Using Social Media

Blogs

Topical blogs of interest to customers

Microblogging Tools

Post news to customers

Instant Messaging

Within the Company

With customers

Virtual Worlds

Product showcases

Companies can enhance their communication through the effective use of social media.

Depending on the objectives, many different tools can be implemented.

For example, a company may have experts write blogs on topics that customers find interesting and would like to know more about.

Enhancing Cooperation with Social Media

Media Sharing

Social Bookmarking

Social Cataloging

Tagging

Geotagging

Cooperation between users can be increased through the use of cooperative tools, where everybody gets to take advantage of each users contributions.

This can include cooperative efforts to find, tag, bookmark, or catalog Web content. This builds a repository of useful information references that can be accessed by other participants, who are also contributing to the pool for the greater good.

Enhancing Collaboration with Social Media

Cloud-Based Collaboration Tools

Content Management Systems

Learning Management Systems

Peer Production

Wikis

Human-Based Computing (Crowdsourcing)

Collaboration can also benefit from social media. There are multiple different ways people can work together, and collaboration tools facilitate that process.

Content management systems allow multiple users to coordinate working on documents, without accidently overwriting or deleting each others work, and often saving multiple prior versions in case the need to access them arises.

Peer Production systems like wikis are similar to content management systems in that they include version control, but typically include additional functionality such as document editing and linking functionality.

Crowdsourcing is where businesses allow individuals to come and participate in meeting their needs or functions, often through an online portal.

Crowdsourcing

Crowdsourcing takes advantage of individuals from all over the world sharing their knowledge, expertise, or resources.

Sometimes this can be done at a fraction of the cost of normal businesses, such as when amateur photographers share their photos online for a small fee.

Enhancing Connection with Social Media

Social networks allow individuals to meet and collaborate online, drawing together individuals with specific interests and giving them a communications platform.

Enhancing Connection with Social Media

Social Networking

Social Search

Viral Marketing

Social networking involves letting people communicate and network online, but social search takes that one step further.

With Google’s +1 button, users are effectively recommending a search result to others in their social circles, which Google can take into account when presenting search results. Social search in general tries to take into account content from social networking sites.

Viral marketing is based on users promoting content they find interesting or engaging to their friends, in effect, users are “infecting” other users. This can be a very powerful and effective marketing strategy.

Managing the Enterprise 2.0 Strategy

The Need for Communication and Collaboration

Explain organizations’ needs for communication and collaboration.

The Evolving Web

Explain social media and Enterprise 2.0.

Traditional Collaboration Tools

Describe traditional technologies used to support communication and collaboration.

Managing the Enterprise 2.0 Strategy

Describe how companies can manage their Enterprise 2.0 strategy and deal with potential pitfalls associated with social media.

Social Media and the Enterprise

Describe various social media applications, and explain their role in enhancing communication, collaboration, cooperation, and connection.

Organizational Issues

The Enterprise is not like the Web, and what dictates Internet success doesn’t necessarily translate directly to Enterprise 2.0 success.

Corporate culture plays a critical role, as does corporate context.

When corporations have an open culture based on sharing then employees will be more supportive of initiatives requiring sharing.

The Web 2.0 tool deployed should be tailored to the organizational context, for example wikis and blogs fulfill different needs.

Focused departmental initiatives can be more readily successful than enterprise wide initiatives, which typically require cultural changes and senior management championship.

Not everyone will participate in contributing content, so there needs to be enough support from those who will contribute to achieve critical mass.

Employees unused to Web 2.0 technologies may be slow to adopt them or learn them unless they see tangible benefits.

Once deployed, these applications need to be integrated into the overarching technological framework and have appropriate security controls just like any other enterprise application.

Pitfalls of Web 2.0 Marketing

Online Product Reviews

Negative reviews from competitors

Companies paying for positive reviews

Microblogging

Easy to “cross a line” and offend

Negative publicity can come quickly

Social Networks

Fine line between maintaining control and offending customers

Individuals sharing too much personal information

Web 2.0 provides many opportunities, but also poses many threats to organizations.

Not all competitors are scrupulous and it is easy for companies to post negative reviews of competitors or arrange for positive reviews of themselves.

Even activities under a companies control, such as its Twitter account or social network site, can pose a risk as it is easy to release a tweet or exert controls that customers find offensive and overbearing.

More Pitfalls of Web 2.0 Marketing

Bad Vibes going Viral

Negative publicity can spread like wildfire

Videos can easily go viral

Lessons Learned

News travels fast

Have a crisis team and a plan

Prepare for your worst social media nightmare

Monitor the environment

Respond within 24 hours

Once negative information is online about a company, it can easily go viral and spiral out of control.

This is particularly true of videos and other engaging content that can easily be shared through a link.

Companies should be prepared for this type of negative publicity, continuously monitoring the social environment and ready to respond within 24 hours with a suitable crisis team and management plan.

End of Chapter Content

Managing in the Digital World: Facebook.com

Facebook had over 1 Billion users in 2012

Many companies now have Facebook pages

When users like a company, they can receive updates from the company

Consumers can leave comments for companies

Companies can interact with customers

Many companies consider it a critical marketing tool

Brief Case: Crowdsourcing a Constitution

Iceland decided to update it’s constitution

The public could contribute ideas

Wide range of topics

Citizenship required for submission

Dedicated staff filtered spam and corrected glitches

Ideas published for further comment and discussion

Hundreds of contributions helped construct a new governing document

Coming Attractions: Bio-Storing Files in Bacteria

The DNA of bacteria can be ‘edited’ to incorporate data that has been properly encoded

Bacteria has long DNA strands to encode data onto

Data to large for one bacteria can be broken up into multiple parts

Many bacteria together can store vast sums of data

Bacteria replicate constantly

Data could be stored intact for millennia

Key Players: You, the Content Creator

In the world of social media, the user is the key content creator

This leverages the network effect, the more users on a site, the more valuable it is

Tumblr only has 107 employees, but its users created 69,224,951 posts on one day in July 2012

YouTube users upload 829,000 videos a day, or 72 hours of video a second

This includes 3 hours a second of video from mobile devices

For these companies, and others, the user both creates and consumes their product

Who’s Going Mobile: Mobile Social Media

Smart phones used to be primarily used for games

Now users spend more time on social networking sites than on games

Companies are now integrating social networking with localization and mobile computing (sometimes referred to as SoLoMo)

Combining all three allows businesses to target local users who are in their vicinity

Ethical Dilemma: “Zucking” Up the Universe

People now have their sense of self tied to their social media presence

This constant online interaction can lesson a persons sense of ‘self’

Social media also reduces ‘human touch’

Users may start to define themselves through their self-broadcasts

This is particularly problematic for the children of today

When Things Go Wrong: Social Media Meltdown at Nestlé

Nestlé is a global food company

Greenpeace protested Nestlé was buying palm oil from firms that were devastating the rain forest

This was endangering orangutans

Posted a video on YouTube with an orangutan finger in a KitKat

Nestlé asked YouTube to pull the video

This perceived censorship resulted in protests posted in Nestlé’s Facebook site

Nestlé deleted the complaints, and their Facebook moderator began swapping insults with users

This brought international attention to Nestlé’s actions, and it became a public relations nightmare

Nestlé has since committed to eliminating deforestation from its supply chain

Industry Analysis: Online Travel

The first wave (1.0) of online travel was online travel agencies (OTAs)

Expedia, Orbitz, Priceline, Travelocity

Some hotel and airline chains won’t use OTAs

OTAs charge service companies fees

Providers want customers to book directly with them

Now travel search engines search all providers

Provide information on best deal, but not booking

Online Travel 2.0 requires customers to book with individual sites for services

The latest trend is mobile applications and travel booking