SMinOrgs Social Media Primer parts 1 and 2 updated

Parts 1 & 2 updated
Revisiting the Fire and the Juggernaut
Click here to read the blog entry that corresponds with this presentation

Copyright © 2010, Courtney Shelton Hunt
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About Us
Courtney Shelton Hunt is an international consultant, speaker, teacher, and writer who began developing the Social Media Primer after recognizing that organizational leaders need to develop a solid understanding of social media before they can create and implement the necessary strategic and tactical initiatives to exploit new 2.0 technologies. You can learn more about the primer and access its parts here.
Social Media in Organizations (SMinOrgs) is a professional community that provides information and guidance about the organizational implications of social media. A multi-disciplinary group, SMinOrgs functions as a global, virtual community complemented by a local/regional focus. Membership in SMinOrgs is currently free, and people can join on a variety of platforms. Visit http://sminorgs.net for details.
SMinOrgs is founded and sponsored by Renaissance Strategic Solutions (RSS). RSS helps organizations increase their effectiveness through the design and implementation of innovative and leading-edge strategies and programs. Specializing in social media, communication, and human capital management, RSS works with organizations of all sizes in both the for-profit and not-for-profit sectors, in a wide range of industries.

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Introduction
Part 1 of the Primer (What is this Fire of Which You Speak?) has been the most popular by far – and the fact that it continues to be accessed and read almost daily indicates that many people are still trying to wrap their brains around what social media is
Part 1a (What is Your SMQ (Social Media Quotient)?) is also extremely popular, and the SMQ Quiz is the most viewed/downloaded document on the SMinOrgs SlideSharechannel
As a featured post on Social Media Today, Part 2 (The Juggernaut is Bigger than You Think) garnered a lot of attention when it was first published and also continues to be read regularly
The popularity of these foundational pieces is reinforced by interactions with professionals from all kinds of organizations and disciplines who still consider social media a foreign concept and don’t get what all the fuss is all about
So in spite of all the media hype and passionate advocacy from early adopters – or perhaps because of it – the need for education continues…
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Introduction
Although Parts 1 and 2 of the SMinOrgs Social Media Primer have stood the test of time fairly well (in "social media time," 9 months is an eternity!), I thought it’d be worthwhile to update and expand some of the ideas to lay an even stronger foundation for novices to understand social media, put it in historical context, and grasp its potential organizational applications
Eventually I will rewrite Parts 1 and 2 of the Primer to integrate the ideas here, but for now it seems more appropriate to treat them as supplemental.
If you have not already reviewed Parts 1 and 2, I suggest doing that first (see links on preceding slide) and then returning here for:
An updated conceptual hierarchy that includes online communities and enterprise 2.0
More examples of “social media through the ages”
Visual aids for understanding why - and how - the “juggernaut is bigger than you think”
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What is This “Fire” of Which You Speak?
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Social Media
Digital
Social Media
Web 2.0
Online
Communities
Social
Networking
Enterprise 2.0

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Online Communities
Online communities are used for a variety of social and professional groups interacting via the Internet
Though their activities are similar, online communities can be distinguished from social networking services based on their orientation – social network services are usually individually centered, whereas online communities are group centered
They are generally formed around a shared interest, but that does not mean there is a strong bond among the members
Members may or may not know each other “in real life (IRL)”
Membership life cycle for online communities
Peripheral (i.e. Lurker) – An outside, unstructured participation
Inbound (i.e. Novice) – Newcomer is invested in the community and heading towards full participation
Insider (i.e. Regular) – Fully committed community participant
Boundary (i.e. Leader) – A leader, sustains membership participation and brokers interactions
Outbound (i.e. Elder) – Process of leaving the community due to new relationships, new positions, new outlooks
Adapted from Wikipedia

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Enterprise 2.0
Enterprise 2.0 is the use of "Web 2.0" technologies within an organization to enable or streamline business processes while enhancing collaboration – connecting people through the use of social-media tools
The term was coined in 2006 by Andrew McAfee, who describes it as "the use of emergent social software platforms within companies, or between companies and partners or customers”
The aim is to help employees, customers and suppliers collaborate, share, and organize information
Common business capabilities
Expertise location
Corporate blogging
Corporate wikis
Internal community platforms
Idea generation
Adapted from Wikipedia

More Social Media Through the Ages
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(Early) Newspapers
Graffiti
Egyptian temple
Rome
Click on images to learn more from Wikipedia

More Social Media Through the Ages
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Struggle for
Indian Independence
20th Century
US
Civil Rights
Movement
20th Century
American Revolution
18th Century
Click on images to learn more from Wikipedia

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Yes, They Would have Tweeted…
Click on image to access cartoon on Mashable

The Juggernaut is Bigger Than You Think
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Rather than thinking about specific platforms, products, or services, think about how specific 2.0 features and functions can be used:
Externally (i.e., marketing/branding, sales, PR, customer service)
Internally (e.g., knowledge management, business intelligence, internal communication)
And between organizations (e.g., product development, project management)

The Juggernaut is Bigger Than You Think
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Yes, the answer is
“all of the above”!
All of the 2.0 features and functions available today, as well as those not yet launched, can be used in any way an organization sees fit.
It all depends on your strategic goals and objectives, and the value of the tools and technologies in helping achieve them.

Public
Social Media
Sites
Enterprise 2.0
Inter-
Organizational
Private
Networks
Organizational Applications
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Intranet 2.0
(Human Resources)
(Internal
Communication)
Knowledge
Management 2.0
Project
Management 2.0
Business
Intelligence 2.0

S.M.A.R.T.* Resources
The first steps in determining how to leverage social media are to identify your strategic goals and assess whether and how social media will enable you to achieve those goals
But before you can do that, you need to understand the technology itself, as well as the opportunities and challenges it presents
As indicated by our mission, SMinOrgs is dedicated to providing S.M.A.R.T.* resources to organizational leaders and professionals in all functional areas
We have grouped these resources into six main offerings. To learn more, visit the S.M.A.R.T. Resources page on our website or the products tab on SMinOrgs’ LinkedIn profile.
SMinOrgs on the “Big Three:” LinkedIn, Twitter and Facebook
S.M.A.R.T. Blog
S.M.A.R.T. News
Social Media Primer
White Papers and Research Reports
SlideShare Channel
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SMinOrgs Social Media Primer
Part 1: What is this “Fire” of Which You Speak?
Part 1a: What is Your SMQ (Social Media Quotient)?
Part 2: The Juggernaut is Bigger than You Think!
Part 3: Reality Check – Four Mental Shifts Organizational Leaders Need to Make
Part 4: Ante Up – Organizational Factors Relevant to Joining the Social Media Game
Part 5: You Can’t Outsource Leadership
Part 6: Human Capital Management Challenges ... Leave No (Rosetta) Stone Unturned
Part 7: The SAPLING Approach to Leveraging Social Media
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More parts coming soon…
Click here or on the icon above to learn more and access the primer parts

SMinOrgs S.M.A.R.T. News
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For Further Information and/or Help
Courtney Shelton Hunt
Principal, Renaissance Strategic Solutions
Founder, Social Media in Organizations (SMinOrgs) Community
312.225.3365 (O)
312.752.7418 (M)
cshunt@sminorgs.net
cshunt@renaissance-solutions.com

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SMinOrgs Social Media Primer parts 1 and 2 updated

by Social Media in Organizations on Dec 17, 2010

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SMinOrgs Social Media Primer parts 1 and 2 updated — Presentation Transcript