This is the age of social media. Whether we agree to it or not, we are drawn towards it, participate and interact with it. It is a massive crowd: It is happening right now, as you read this. Being an individual is important. Our recent article published in ‘Medium’ talks through it. Please find the article below.
Through our active participation in social media and making it as a way of life, we have given rise to a quite of a number of internet sub-cultures.
What I mean here is that,
Have you noticed that there are crowd sub-cultures abound everywhere?
Whether you are buying a laptop or an automobile or even still shopping online for your favorite wardrobe, you will find specific crowds thronging the site commenting and discussing ‘what they like and don’t like’ about the brands and to a great extent influence the buying decision of others.
This is exactly what the authors of the article “Branding in the age of social media” from the Harvard Business Review talk about. You can click here for the article.
The rise of the new age of social media
Historically, cultural innovations and the so-called “New age cultures” have always risen from the fringes of the society. Their mass social movements and voices never gathered steam. They have always challenged the conventional norms and tradition.
Their (people from the fringes of society) ideas and their way of life, have been borrowed by the mainstream companies and media houses. The companies acted as intermediaries and packaged it as branded content and diffused it across the rest of the world.
Over the years, this branded content had become popular culture. Such packaging and marketing used to work back in the days, but no longer now.
The age of Social media has changed all of that.
The ‘internet crowd’ and their culture is the new competition.
The social interaction between such fringe communities and cultures that were once geographically spread out are now more intensely connected. The communities now collaborate with each other. They have become interconnected dense networks and have far-reaching influence. Their influence is substantial.
The feedback is quite direct and accurate. This is the new age of social media and the rise of crowd culture. The Internet and social media crowd cultures over time have given rise to many sub-cultures in every genre. You name it and there is one.
In essence, brands and the brand strategy have to cater to the sub-cultures that exist for your product and service. This is essential for your brand to be successful and to stand out. We will discuss this in another post.
We are not far from the madding crowd
Talking about crowds, in the late nineteenth century, The English author, Thomas Hardy, named his novel as “Far from the madding crowd”. Apparently, he had borrowed the phrase from an English poem.
Nevertheless, the phrase has caught our imagination and has ever since been ingrained in our popular culture. We refer to it very often.
The word “madding” means being frenzied or in a rush of mad excitement. The title appears to be fancy for the novel. It is not even remotely connected to the story nor with the plight of the main protagonist “Bathsheba Everdene”.
The irony is we all still live in a crowd. The world is a crowd and we haven’t lost our individuality. There is a popular perception that with the rise of the crowds, there is the demise of the individual. It is not the case.
With this brief introduction, read the article above that was published on “Medium” recently.
It explains, why being an individual is important even though we are part of a crowd and our individuality is not lost in the age of social media.
The current post, “Benefits of social media in the workplace – An employee perspective” is an updated and enhanced content version of the earlier post “Benefits of social media at workplace”. The article talks about the visible benefits of social media in the workplace from an authentic employee’s perspective.
The best practices and content is drawn and distilled from world class organizations and research publications (Including the Harvard Business review, HBR working knowledge and MIT Sloan management review) around the world.
In the recent times there has been a lot that has been written about social media collaboration, its usage and its associated technologies as one of the prime trend areas that will shape the future of work.
Understanding and exploring the benefits of social media in the workplace has enormous potential, not just for its designers and proponents but also for the employees who work in the organization.
There was a study that was conducted by an organization called Dynamic markets. It was found that nearly 74% of working population in Europe preferred social networking, social media sites and online communities to solve problems at workplaces. The two biggest benefits mentioned by employees were increase in knowledge for solving problems and secondly, cultivating a collaborative team spirit among employees on a daily basis.
Its impact as a “community building” and “social interaction” tool within the four walls, has social effects within the workplace. These two areas are the two most oft-repeated benefits that are linked to the usage of social media in the workplace. But then, their social effects go beyond these two into other real visible areas.
The positive effects of social media in the workplace is felt by Nerds, Geeks and managers (Who form the typical office crowd) alike within the organization. The term “Social media” is usually interspersed or used synonymously with the word “social media collaboration”, “Corporate social network”, “Enterprise social networking” and “Social collaboration” within an organizational context.
The senior management, would like to the see the word “Collaboration” attached to the word social media for obvious reasons. They understand “Collaboration” can bring in results, productivity and profits. On the contrary, there is a perception that, employee’s time on community building and social interaction alone, may be unproductive and may not add value.
The below paragraph provides a quick summary of the benefits of social media in the workplace and then we will go into the greater details later in the post.
Consumer social media has its influence on the benefits of social media in the workplace
True. We have already seen that happening. People across the world are more well versed (Particularly, the younger generation millennial) towards the usage, general acceptance and friendliness towards consumer web social media tools like Twitter, Facebook and others. This has influenced the behavior at workplaces as well. People at workplace, are now more open to ideas, sharing information, being collaborative and creating communities.
Many Fortune 100 companies have opened the doors and have become trailblazers for the adoption of social media in the workplace beneficially within their organizations.
Some of this collaboration, has taken the garb of innovation hubs and idea banks while others have become knowledge sharing platforms. They all share a common purpose aligned to business goals. With management commitment they are well shaping up to be the future of work. The business impact and the benefits of social media in the workplace is obvious.
We are all aware of the recent news that Microsoft has acquired LinkedIn. LinkedIn, is again a social media network tool on the consumer web space for working professionals. The advantages might be many for Microsoft but then the importance of the benefits of social media in the workplace cannot be anymore understated.
Defining social media in the workplace
From a consumer point of view, there are many terms which are used interchangeably with social media, namely web 2.0, social technology, social media collaboration and so on. From a workplace perspective, it is all about ‘social collaboration’ and ‘enterprise social networking’ with specialist tools for chat sessions, community forums, collaboration platforms and tools for employee advocacy.
But at heart,
Social media is an attitude and an evolving culture. At a very basic level, it consists of a set of digital tools to connect, interact and collaborate.
Having said that, there are various tools used for realizing the benefits of social media in the workplace. Let’s have a cursory glance at some of them.
The common Social media tools used
Some of the commonly used social media tools are :-
Blog: It is a recorded journal of an individual. This journal can be made public for others to see and make comments.
Social Networking Site: It is a website that allows people to interact with each other. Information can be shared and received. The site exists for forming beneficial relationships with others.
Forums: It is a site where people can ask questions and get answers. People can in-turn reply on those answers in a threaded comments fashion.
Wikipedia: It is a website which serves as a good repository of information on any topic. The information is filled in collaboratively by the general public. There are options to add, delete and edit content on the wiki site.
Micro blog: It is a form of blogging where the content consists of far less words and transmitted quickly. There is usually a notification which goes to all the participants. “Twitter” is a good example of this.
Virtual worlds: A simulated artificial online environment where users take up avatars to participate independently or as groups to communicate and interact with others. There are many Massive multiplayer games of this genre and they usually depict huge ranging worlds of super heroes and science fiction. “Second life” is a good example of this.
Podcasts: Consists of audio sessions that be heard online or shared among the participants.
Web conferencing: Runs on many internet technologies. It allows people in remote locations to meet, interact and collaborate. Webcasts and webinars are some of the examples.
The prime benefits of social media in the workplace
The benefits of social media in the workplace are many. Please find the prime visible benefits of social media in the workplace. These benefits have the maximum positive business impact. They are listed below.
Knowledge creation and dissemination.
Successive iteration of ideas for innovation.
Creation of collaborative social capital.
Integrating collective decisions and wisdom.
Providing most valuable “Context” to information.
Let’s look at them one by one.
1.Knowledge creation and dissemination
The organization creates knowledge all the time. On one hand there is the highly subjective insights, which are valuable and are called the ‘Tacit’ knowledge. Tacit knowledge rests in the minds of the people. On the other hand, there is explicit knowledge, which is available in the organizational procedures and structured processes. Usage of social media captures these valuable tacit knowledge and helps in converting them into explicit knowledge. The context surrounding that information helps in this conversion.
Other forms of social media in the workplace also capture tacit knowledge. For example, formal collaboration platforms within workplaces encourage employees from different business units to share structured information with other employees as well.
Social media in the workplace encourages knowledge sharing
The presence of social media in the workplace, encourages employees to share knowledge. Social media facilitates the quick spreading of information where it is needed. Employees are generally not comfortable with the jargons of market share, ROI and productivity nor with the mission and values of the organization. They are not interested in hard numbers. They are more interested in getting the work done and to be in the good books of their managers.
Employees would like to have a collective sense of identity and a sense of belonging with a community. Such innate needs are fulfilled by employee engagement of social media. Knowledge creation and dissemination occurs naturally through the use of social media in workplaces.
From an employee perspective, through knowledge creation, sharing and dissemination, there is generation of new ideas. And when we collaborate with our ideas with each other, there is insight and there by innovation.
For example: – Technical support centers across many organizations rely on collaborative wikis, to share knowledge on support resolutions and technical updates. This revised knowledge is frequently updated by the representatives who work on those service lines. The benefits of social media in the workplace is more visible,as there are efficiencies built in turnaround time and the operations involved.
For ideas to mature and there by lead to innovation, it has to go through many iterations. We may have a hunch. For the hunch to be developed into a workable idea, it needs others perspective on it as well. Social media as a tool within workplaces has provisions to encourage this desired behavior. Employee collaboration, being one of the prime benefits of social media in the workplace, facilitates successive iteration of ideas and thereby innovation.
There are many definitions of innovation. The one that I feel right is:
When we reflect on our own experiences and knowledge with others, and their perspectives and existing knowledge, a new insight is born. And then after a series of such successive ideas and insight, innovation takes form by running through the process of design, development and results.
A manager might possess a path breaking idea about a new technology which can be developed in-house. A shop floor worker with years of expertise, might come up with a process innovation. Knowledge from employees will remain only as “Personal knowledge” as long as they are not shared with each other. Once they are shared, they become organization’s knowledge. This knowledge is valuable to the company as a whole.
By using social media in the work places, the employees are interconnected and grow together as one giant organism called the ‘organizational workplace’.
Social media is very adept at forming collaborative social capital. This tremendously enhances the positive business impact and the benefits of social media in the workplace.
I was quite bewildered to read the sentence “Social capital investment is not for control freaks” highlighted in an article at the Harvard business review working knowledge website. The article reviews a book “In good company: How social capital makes organizations work”. You can view the article here.
Communities grow out of freedom of practice. Employees cannot be pushed by managers, to collaborate in a project because they have to. Employees will still do it, because they have to get the job done but it does not encourage social capital.
Strengthening social capital is good for social media in the workplace
Social capital is formed when employees would want to come together and work out of common activities, mutual intention and like mindedness. Employees do not want to work together just because they are friends.
Social capital is the influence a person has over his or her social network. The social network could be even within a workplace.
“Social capital is always strengthened and nurtured in the context of real work” say the authors.
The authors emphasize that, social capital is formed over long periods of working together and where there is mind share. It cannot be formed by “One shot bonding” for sure.
Social media in the workplace, encourages employees towards such orientation. Frequently, it is advised to have managerial intervention to steer employee engagement and social interaction towards stewardship and nurturing rather management control. Employees should be free enough to talk about their stories of accomplishments and failures.
Such social capital formed, is indispensable and works well for the morale of the employees. Who wouldn’t want such motivated set of employees for their workplace. Social media in the workplace exactly enhances this kind of social capital and clearly is a strong case for visible benefits of social media in the workplace.
We have seen many examples, like in the usage of Wiki. People collaboratively create knowledge. Such collaborative wikis exist at workplaces as well.
At Cisco, social media is part of their company culture. Cisco uses social media within the learning and development function. Employees continuously refresh their knowledge and skills using social media. They collaborate with each other exchanging thoughts and ideas as well as connect with their partners, vendors and communities.
The learning and development function partners with the business to understand learning needs of hardware and design engineers and effectively tailors courses for them. Even geographical distances do not hamper them. Self-paced and web-based learning courses are being used where instructors cannot reach. Owing to this, they have reduced their travel expenses and very cost effective in meeting their needs.
4. Integrating collective decisions and wisdom
Coming back to our study from Dynamic markets, mentioned quite earlier in our article, the study found that use of social media in the workplace has increased the efficiency in the organization. The study was conducted across 2500 professionals across 5 countries in Europe in 2008. Nearly 46% of the respondents said that the use of social media in workplaces has led to the spark of new ideas and creativity. Collective decision making through the usage of social media solves workplace problems as well.
There is a fine example to illustrate from the TV show “Who wants to be a millionaire” if the main contestant feels uncertain of the response to a question, he or she would choose an audience poll as a lifeline. The audience was always right and nearly as accurate.
This phenomenon is what James Surowiecki has written in his book “The Wisdom of Crowds”. He states that “Large number of individual people with “independent thoughts” will certainly achieve better results than the individual single person alone
The diversity of perspectives, specialized expertise, knowledge and isolated independent inputs makes it unique to tap into this collective wisdom which all pervades in our work environment, our surroundings and the place we live and thrive.
Social media gives us a platform to integrate these collective decisions, encourages and further accelerates the integration and the power of connection among employees. The cumulative effect is obvious as new ideas and wisdom start pouring in, new powerful results start showing up in the form of improved services and products.
Dow Chemical is a Multinational chemical corporation headquartered in Michigan, USA. A wonderful example of social media at work at Dow. who have truly reaped the benefits of social media at work.
Dow created a website called the “My Dow Network” in 2007. Now it happens to be in the name of “Dow Friends” for retirees. The earlier site was created with the intention to cultivate four communities of its retirees, current employees, alumni and women.
The site gave an opportunity and a window for retirees at Dow to look into what is happening within the company, connect with other retirees and explore job opportunities, if they chose to return. Retirees can lend their experiences, expertise and contribute in newer ways. It gave them a sense of new life and a chance to connect with their peers. It received tremendous response from all quarters.
The business world hailed their efforts. Since then the community kept on growing and added newer and newer connections day by day. Dow had described this experience in a wonderful video in their site. We don’t know if it is still available at their site.
It talks about the missing human element which makes all the difference. Interaction through social media, connects people and is the element of change. The sayings in the video,“It gives us the footing to stand fearlessly and face the future” reinforces positive social effects of among the community of employees.
Dow has truly found a way to reach and connect its people.
5.Providing the most valuable “context” to information
We have all been using knowledge management systems in some way or the other. For example, If you want some information, you “Google it”. Context is important and offers help, when there is a need to apply the information immediately. Also in situations where ‘Know how’ and ‘ Previous experience’ is required, context comes to the rescue.
Social media networks naturally has an advantage here. It can provide the context, the human element to the information.
In age old knowledge management systems, knowledge elicitation, capture and collection was good but it lacked the “Context”. When people are introduced to a context, it is easy to find appropriate information.
With this, the Social media networks are indispensable in work environments. We can tap into the experience and wisdom of others and at the same time satisfy and quench our thirst to share, belong and be social.
An interesting offline example for “context” is the Leadership drive called the OST (Open space Technology). An open philosophy of collaboration and self-organization, usually done at offsite meetings at major corporations across the world on complex issues facing the organization. People are free to air their views and thoughts.
Everybody is welcome. All inputs are valid and taken into account. It heavily rests on the philosophy, that no person alone can solve all the problems at work.The collaborative groups usually self –organize and a context is added appropriately to the situation.
As a large company, IBM experiments and always launches a number of social media tools internally for its employees. Few of the IBM’s tools include Micro blogger called ‘Blue twit’ and ‘Many eyes’ which allows employees to upload all kinds of data visualize it and launch discussions about it on blogs and social networks.
A more notable one is the ‘bee hive’ which happens to be more from a bottoms up approach where employees can upload their personal and official information. Employees can upload their “top 5” favorite things and share it with others. It builds employee branding and a sense of ownership within the company.
Lastly, the final word
Many global companies are actually asking employees to reach out and create new external networks to tap into valuable ideas. With this, I would like to bring this part of the discussion to an end. I would like to add more corporate real life examples of the benefits of social media in the workplace as well as the positive effects of the business impact.
In the meanwhile, you can always refer further reading resources below:-
We listen to social conversations all the time. Listening to these conversations helps us to understand other people and also understand the world. Active listening also helps us to learn and build relationship with others. That way, listening is a very important skill. A new kind of listening has surfaced in the recent years – listening to social media and it is called as “social listening” by some media experts.
Social listening happens when you listen to conversations that happen around your brand or company on social media. A simple act of listening to understand others has gained prominence in the commercial world. Now social listening (Commercially at least!) is all about gaining insight about your brand and company by paying attention to the conversations that happen on social media.
There is an emphasis on meaning management. Managers glean data, not just on consumption patterns of top brands and general perception of the products but also the culture, the geographical and political landscape of the place and the people. When you want to find meaning in a conversation, you need to understand the context.
Data managers and data scientists need to move away from looking at data as merely points on a graph, when they glean from social media sources for information processing. Even though Big Data analytics is essential, understanding social media conversations requires, delving deep into the culture and social perceptions of the people involved to gain insight.
Social listening requires cultural sensitivity and understanding context
Interestingly, the authors in the article point out that, modern day Data scientists lack the skill and effort required to understand and glean the meaning out of such conversations. Truly to their job and function, as data managers, they have the reductionist attitude. They reduce complex data into lower level data as Ones and Zeros. It is good for other data processing (for example: – Efficiency and profitability calculation), but may not add any value to the process of meaning management for online social media conversations.
Social listening efforts for gaining insight and understanding customers requires marketing professionals and company personnel alike to straddle between information and meaning. As mentioned earlier, finding meaning requires sound understanding of the context.
It is time for cultural sensitive data analysts and info-culture builders within organizations to read the meaning out of such conversations. Such culturally sensitive data analysts can take complex data and form higher order and meaningful information out of social media conversations.
Finding meaning in a conversation involves context. Context is naturally out of the question for information processing professionals and data scientists. Context involves, for example such information deriving questions such as: “Who said it?”, “Why they said it?” and “What are the challenges ?”. Answering such questions gives meaning and valuable context to social media conversations.
Insight and intelligence can be derived from the context.
It is touted that gaining insight through social media conversations should be a regular feature for company personnel. This should not be relegated to the marketing department alone. Infact, the ‘C’ positions of the organization should also get into this art of social listening as an everyday affair. Understanding “Customer thought and intent” is after all the Holy Grail in business.
Social listening has the potential to drive innovation and corporate strategy. A recent example was the social media conversation, about a major food chain brand which went viral on Whatsapp, a popular social media tool. The conversation and spread on the social media was about the poor quality of uncooked chicken which was served to customers. Even live photographs of the food condition went viral. The food outlet was shut down eventually after the event. This event alerted the company officials to rectify their grave mistakes.
There are many such examples around the world. Data scientists need to be sensitive to such information on social media. There are all kinds of signals sent about a brand. Some are true, some may not be and still some are amplified by culture as well. Thorough research may be required for the company to make a response but then the representative samples may not include the actual consumers. Any information coming out of social media is relevant as long it talks about the situation or the mistake at hand.
Finally, what makes it worthwhile is that, it pays every effort to interpret online social media conversations and embrace the context involved in the conversations to gain insight and to understand customers thought and intention.
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