Fons trompenaars tsc12_research

Dilemmas in securing the businessbenefits of social mediaFons TrompenaarsAmsterdam, February 2012 In cooperation with

Analysis of the pre-conference survey Participants were invited to complete an online survey about how and why they use social media, and in the context of their work and their organisation. Analysis of some 123 respondents provided herein offers an informatieve background to the context of the Conference. How much do you use social media and what for?

Gender differencesBusiness use of social media by category of user

Differences by ageBusiness use – ad hoc or formalized?

Business benefits of social media Barriers

Changes observed as a result of using social media for business (Current versus Ideal) Stages of development in using social media for business

Most important dilemmas On the one hand Rank On the other hand Best decisions are made when Best decisions are made when having real-time informationresearching the issue, taking time most available at our fingertips and for reflection and reaching a reacting instantaneously based on conclusion over period of time the real-time insights Collective intelligence andIndividual knowledge and judgment distributed knowledge is the most is the most effective basis for Second effective basis for making the best making the best decisions decisions A certain level of opacity and control over who has access to Transparency and free sharing of all what information is necessary to information is critical to promotingprevent sensitive information from Third trust and making information getting out and getting everyone available for further elaboration andinvolved in decision making (= the decision making need to know concept) One-way communication works Multi-way dialogue between more best for spreading a critical Fourth people works best for spreading a message critical message

Approaching the most important dilemma: Information for decision makingDiscussion If taken too far: At top left we have a man wavering with indecision with phantom persons shouting in each ear. They are phantoms because he has earphones on and is being told to go in opposite directions by those on-line with him. At bottom right we have a man with a PC but with volumes of books and papers on both sides of his desk and weight- lifters equipment (the “weight of evidence”) on his head compressing his brains.Reconciliation:At top right we have “Maintain a strategic direction while picking low-hanging fruits”. He isfollowing the strategic direction and making use of the opportunities that cross his path. Hedoes NOT double back or back-track. It is the best path given the opportunities.

Approaching the second most important dilemma: Individual/team decisionsDiscussion If taken too far: At top left we have the brave hero making a difficult decision – thereby disposing of any alternatives he may have At bottom right we have the Committee, a team/group coming up with a crazy and incongruous model with grossly discordant styles.Reconciliation:At top right we have one or two people (the leaders) listening to enriched opportunitiessuggested by individual members of the team/group and then choosing what is best.

Approaching the third most important dilemma: “Need to know” versus transparencyDiscussion If taken too far: At top left we have the situation where nobody shares and people only talk to those that they consider insiders (“in the know”). Like a respectable looking “spook” telling two colleagues “but the most official of all secrets is that we have screwed up again”. At bottom right is some loose- lipped person revealing the secrets of all.At top right we have a vision that is created through joining the necessary pieces that severalpeople hold.

http://ernohannink.com	77
http://tollendweb.wordpress.com	63
http://www.dailydialogues.nl	59
http://lantaarnpaal.blogspot.com	37
http://www.vwe.nl	3
http://feeds2.feedburner.com	1

Fons trompenaars tsc12_research

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