I recently responded to a question, "How do you improve adoption of Web 2.0 tools inside the intranet at companies outside the high tech industry?"
Here was my response:
In the March 3rd issue of CIO Insider the following headline grabbed my attention:
Banning Social Networks a Losing Battle
IT executives from a variety of industries concede that social networks are here to stay, but they are still working to find ways to give employees what they want and protect the company at the same time.
(By the way, here is a link to the article in its entirety: http://www.cio.com/article/189300?source=nlt_cioinsider)
As was the case when the Internet first burst onto the business scene, and e-mails became the standard form of communication, reluctance and issues of control seem to go hand-in-hand with technological breakthroughs.
This is of course a natural part of the adoption curve that was so smartly illustrated in Malcolm Gladwell's book the Tipping Point (see link below).
The fact is that social technologies are reflective of the speed by which information is exchanged and made available on a mass populace basis. One of the main keys to adoption are the filters that are used at the point of entry to differentiate opinion from viable subject matter. And that I believe should be of far greater concern than questions such as the level of personal use during business hours.
Let's look at newspapers for example and the age-old lamentation that a retraction for a big headline that turns out to be wrong is usually relegated to a small section of an inside page.
While disconcerting, print mediums do not have the same instantaneous reach of today's social networks. To be more precise, the range of the damage caused by misinformation is vast, immediate and far more difficult to retract.
Therefore the starting point in terms of making the transition from a personal social network to a valuable and trusted source of expertise for business begins with an effective filtering mechanism.
There are numerous examples of different filtering methodologies that I would be happy to provide if you are interested. Just let me know.
Links:
To obtain links to both the CIO article and the Malcom Gladwell web site, please contact the author.
Business Ramifications of Web 2.0 – Participate to Gain Business Insights - To learn more about this author, visit Jon Hansen's Website.
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