Enterprise 2.0 in a Business Ethical Perspective


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Presentation by Johannes Brinkmann and Lene Pettersen at the annual Ethical Business Conference, New York, October 26th 2011

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Enterprise 2.0 in a Business Ethical Perspective

  1. 1. Enterprise 2.0 and Business Ethics Lene Pettersen and Johannes Brinkmann 18th Annual International Conference Promoting Business Ethics, St John’s University, New York, October 2011
  2. 2. Social software DialogueInteraction Collaboration and co-creation TRUST
  3. 3. The overall strategy of using the social business software (SBS):• Build professional networks• Develop competence by following others more skilled• Finding out what others are doing• Not reinventing the wheel• Having things you’re working on easy to find and share• Easily work with colleagues in other business units
  4. 4. http://dif-fer-en-ti-ate.blogspot.com/2007/09/difference-between-web20-enterprise20.html Contextual differences The web The enterpriseNumber of user Thousands HundredsVisibility Transparent, but more Very transparent easy to hideContext Private ProfessionalMindset Fun, self selected tool Work, no choiceOrganizational “Flat” (ideally at least) HierarchicalstructureAttitude Sharing Hoarding (from push to pull)Digital competence Often similar to your Varied networkAdaption/Use Self selected Introduced/InfluencedSocietal Private Public
  5. 5. Screen shots removed
  6. 6. ”By leaving comments and content in SBS youget extremely exposed. You don’t have anychance to withdraw it, delete it. And what if Iliked something or had a comment somemanager disagree with? I don’t want to leaveany traces of me that can be tracked back tome and used against me later (employee atICT)
  7. 7. ”I never ‘Like’ anything. Because I do not think thatis good. You get a blurred picture of the SBS usage.Those who are active will be visible to all of us.There more you ‘Like’, the more visible you’ll get.So there will be a distinction between activepeople and not so active people. And when themanagement demand us to use it, only the activeusers that leaves visible prints of their interactionswill be noticed by the management (employee atICT)
  8. 8. ”It would be very awkward to fire off an email tothe boss where I wrote “You held a goodpresentation at the meeting to day boss!”, butnow I can push the ‘Like’ button at a blog post hewrites to show him my sympathy. I am sure henotices who is contributing the most. Do youbelieve this could impact your career at ICT?Yes, most definitively (employee at ICT)
  9. 9. Now we turn to you and ask:1. Which ethical issues – real or risked ones – do you see?2. Do these issues vary by context (www vs workplace)?3. What are the most important ethical threats and opportunities of SBS?4. How can one reinforce rather weaken or risk the trust culture?5. Does SBS have the potential of creating a true dialogue culture or is that naive?
  10. 10. Thank you!Johannes.Brinkmann@bi.no
  11. 11. My social media landscapeThank you!lene.pettersen@bi.no