Blog post published to tibbr blog. Slides on SlideShare.
For large companies, a well-defined governance framework is critical for scaling and sustaining social networking participation across the enterprise. Adoption of social networking software remains an industry challenge and the general lack of leadership remains one of the largest culprits. Social networking depends on a critical mass of participants (people) who are connected by a common purpose or interest that drives sharing behaviors. The purpose of a social networking governance framework is to define this common purpose and set of goals to guide the entire business on how to leverage this new software for positive business outcomes. Otherwise, people will use social networking as they see fit, mostly for their own individual or departmental gain, which will ultimately inhibit any social business initiative that provides any real, business value.
In the case of social networking, governance is less about control than it is about guidance and leadership. A command and control approach to governance will backfire with social networking because it does not promote an environment built on trust. A culture of trust is a critical success factor for social networking because it relies on employees taking initiative to volunteer information about themselves and their work which they will not do if they do not trust how this information will be used. A clear understanding of rules of the game fosters trust. That is why a governance framework that establishes a common interest for sharing information with coworkers is essential.
This presentation describes the best practice approach to enterprise social governance as well as the key roles and responsibilities to support a successful social software deployment.
This blog post was also published on the tibbr blog.
Social software has been around for many years, but we’re still at the beginning of social software use in business. In fact, Forrester Research reports only 12% adoption of enterprise social tools among nearly 5,000 US information workers surveyed last year. I argue this lack of adoption is due to not having the right stakeholders involved in the process of buying, planning and rolling out the software.
I am observing two dead-end scenarios with how social software is being rolled out to an organization. I see issues when business end users take the initiative to buy and use a new shiny social tool without the involvement and endorsement of IT. In this scenario, IT does not trust the security of the software and ultimately shuts it down. I also see issues when IT is purchasing social software based on a laundry list of features without involving input from business end users. In this situation, IT buys a software platform with so many bells and whistles that business users lose productivity in trying to figure out how to use it for work and ultimately leave it alone.
This is why it takes two – both IT and business working in tandem to plan and design a successful social software rollout.
Enterprise rollouts require IT involvement to ensure performance, data security, global access and interoperability with other legacy systems. In this way, IT builds the foundation for social software solutions to scale across the business. Because social software is only as good as it is used, enterprise rollouts also require input and involvement from business-end users. They paint the picture of how social software can be used to share knowledge and collaborate at work. A critical piece of launching social software is to have a core team of people who are natural communicators and produce lots of content that will help seed conversation. That’s why I like to engage with Corporate Communications and/or Marketing from the business side.
At tibbr, we’re big believers that social software has to fit within the natural flow of work. This requires an understanding of how business end users actually work (information best obtained by them directly) as well a method for interaction between social software and the other critical business systems workers use to get their work done. Social software is both a business and technology decision and needs a champion from both IT and business to ensure successful implementation.
In 2009, I returned to Boston-based dance company Tribe as a dancer and choreographer after a four-year break. Last month the company produced its annual concert at Boston University Dance Theater. I choreographed the opening number titled “The Beat of Tribe.” Through this experience, I realized the benefits of crowdsourcing choreography.
As a perfectionist, I typically demand precise execution of carefully defined movements from the dancers I work with. Four years of college dance team drilled precision into my head. The first time I choreographed for Tribe five years ago, I designed a challenging seven-minute piece based on a grand vision. I was so tied to this vision that my choreography did not factor in the diverse background of each company member. Tribe is not your traditional, cookie cutter dance company with more than 30 members of various body types, levels of training, experience and skills. Because I did not take Tribe’s diverse composition into account, the process of choreographing intricate dance movements with little flexibility generated stress for me as well as some of the dancers who initially struggled with the movement. Of course, Tribe prides itself in challenging its members with different styles of dance. In the end, Tribe realized my vision with “Grace” and the piece turned out beautiful.
Looking back, I would have allowed the dancers to share more in the creative process. I believe giving the dancers a sense of ownership would have made the learning experience more enjoyable. This year when I choreographed for Tribe, I decided to open up sections of the piece for the dancers to contribute their own choreography instead of defining movement for every minute of the dance myself. The key was that I established style guidelines for the dancers. Then, I set the dancers free to create movement. My job was to orchestrate the transitions of the dancers in these open sections.
The choreography that I crowdsourced emerged as the most vibrant movements of the dance. During rehearsals, I enjoyed watching the dancers come alive in these sections. Clearly, having some input into the process was rewarding to them. I realized that Tribe members knew their bodies and abilities better than I did, and therefore developed choreography to match. The dancers, not the choreographer, have to own the movement when it comes time for the performance. This experience taught me the benefits of letting go of artistic control and inviting the company of dancers to contribute to the process.
Photo description: Destinations, Rainbow Tribe, Inc.
Photo credit: Dan Minkkinen, 2005.
I hosted a webinar for Awareness, Inc. back in December 2009 about operational barriers to social business success. Christine Major provides a great summary on her blog that includes the Twitter stream of commentary.
I began the webinar by characterizing social business.
Characteristics of Social Business
- People-centric (employees, customers, business partners)
- Transparent processes
- Culture of trust
- Egalitarian (everyone participates and has a voice)
- Self-organizing networks
- Two-way, unstructured information exchange
- Events are orchestrated, not controlled
What I found in my research at IDC is that many large organizations maintain a hierarchical, command and control management model that is at direct odds with social business. Traditional corporate culture often supports business operations that act as barriers to social business transformation. These internal barriers are what many businesses will have to overcome in order to realize the full potential of participating in social media. (Full webinar recording below)
Ten Operational Barriers to Social Business
Here is the full webinar posted by Awareness, Inc. Thanks @cmajor and @bostonmike.
I’d like your feedback.
Did I miss anything?
I’d also like to hear from you about the biggest challenge your business is facing today with social initiatives.
The entrance of social media into the workplace fascinates me. The idea that people – their personality, opinions, and casual conversations – provide tremendous value to business seems foreign to the traditional, command and control corporate world. Social media puts a spotlight on how antisocial businesses have become. Over the past few years many businesses have neglected to nurture relationships with constituents – employees, customers, business partners, investors. The current Social CRM rage humors me because business has always been about relationships. It took a deep recession to remind us that we need to be listening and communicating with customers regularly in order to retain them. I predict once the job market improves, this realization to take care of your people will shift to employees.
Today, the market remains focused on specific social destinations (e.g., Twitter, Facebook). However, the opportunity for social software in the workplace runs deeper than destination sites where marketers run campaigns. Social media introduces new behaviors, and with that expectations, for communication both inside and outside the firewall. Social business transformation is applying the principles of social media – transparency, trust, empowerment – to the workplace. Social business doesn’t stop with a Facebook page and Twitter handle (read my former colleague Mike Fauscette’s blog about Comcast for an illustration of my point). I believe a tremendous amount of work lies ahead for companies to undergo social business transformation. My experience as a research analyst covering social software at IDC peaked my fascination with how social business transformation would play out. Are companies able and willing to undergo the structural and cultural change required to engage and respond in realtime with customers on the Web? Forecasting market trends at IDC, I developed a strong desire to work more closely with practitioners and play a more direct role in helping businesses conquer these new challenges. Hence, I have decided to pursue an opportunity as a consultant with Dachis Group which will provide me with intense experience helping companies redesign to be social businesses. I’ll be blogging about my observations from these experiences on the Dachis Group Collaboratory.