With the benefit of being a newcomer to the world of social media and enabling 'next generation' enterprises, what's been the most eye-opening realisation for me so far? Whilst technology is the essential platform, Business Process Redesign is the most important theme to consider as a Consultant in the collaborative platform space.
background
I'm part of what we're calling Generation Y, and recently started actively contributing to the 'social media' scene. Directly after my A-levels I completed a Computer Science and Mathematics degree followed by a Masters in Business Management. I then gained a foundation in the business world working for two years as a Professional Services Consultant for a software vendor (delivering primarily to financial services). I am thrilled to have now reached the point where I can do what I'm passionate about - advising enterprises as part of the netoCiety team.
This post offers my perspective on entering the world of advising how organisations can become 'next generation'. During my previous work experience, I realised the benefits of working in a more collaborative way. I previously used social media applications solely from a consumer perspective, but now feel privileged to have a fascinating 'behind-the-scenes' insight of Enterprise 2.0 and collaborative platforms.
evolution in the social media scene
Whilst there have been many significant progressions in the relatively brief time I've been researching the space (one that springs to mind is how all of my friends - apart from one who is a singer/songwriter - have almost forgotten about MySpace in favour of Facebook - but not yet Twitter), I shall just mention a couple more relevant to this post here:
- Burying the technology: The importance of keeping things simply is paramount. Consumers are often not interested in the technology as long as the product works. More specific to social media, I have noticed a shift away from terms such as 'Web 2.0' and 'wikis' towards those such as 'next generation' and 'collaborative platforms'. Whilst realising these may not be exactly synonymous, it appears as though less 'tech-y' terms are being used more often.
- Information generation and consumption: With the emergence of realtime streaming of content via mobile devices, the information explosion continues. I think that Amazon-style personalisation and recommendation will facilitate tailored content delivery of the most valuable information. I'd be fascinated to learn how large enterprises are incorporating the study of social sciences into planning effective information management to avoid information overload.
most interesting realisation of social media in the enterprise
University courses taught me that although technology provides extremely powerful and flexible tools that can increase productivity, it is imperative to leverage that technology in line with business goals and corporate strategy. The next stage for me was learning how other areas of business could benefit from social media. Examples include: creating a platform for change and innovation, knowledge management, improvements in productivity, and creating a two-way conversation between a brand and its consumers/employees/partners. From reading several industry thought leaders' blogs, I learnt about the importance of community development, behavioural change, and the benefits of a service (and web) oriented approach.
Having now joined the netoCiety team I have found that for social media to be truly effective, high-level changes need to be addressed. Not only is organisational culture affected, but deeply engrained work patterns need to be reconsidered - which leads to Business Process Redesign. As Jennifer Chayes, Managing Director at Microsoft Research New England, explains in an interview:
"We believe that there is a new field that's about to be born at the boundary of the hard sciences (mathematics, algorithms, very mathematical computer science), and the social sciences. So we are very interested in talking to people who do sociology, who do psychology, who do economics. Because we want to understand: how people value things - that's why we want economists; why people do what they do - that's why we want psychologists; and sometimes we want to understand why people value things the way they do - so then we want behavioural economists. And we also want to understand how people interact with each other, and then put that all together with the algorithms people, to try to create online experiences that will help people to achieve what they want to achieve."
What appears clear to me is that enterprises will be more likely to perform to their potential if they apply the same thinking that Jennifer discusses. Collaborative platforms provide the technology for people with diverse ranges of expertise (whether it be deep technical knowledge or an understanding of social sciences/business) to work together throughout the project life-cycle, creating a synergy which could lead to that all-important competitive advantage.
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