Facebook Groups in Business Understanding Network Effects and Business Potential in Facebook Groups Learning from a Peer-to-Peer Action Research Initiative First Findings Report to the Knowledge Innovation Network March 6, 2008 Jenny Ambrozek KIN Associate

FGIBI Overview What we did, When, & Why What we learned about Facebook, Collaborating & Tools What value can be created through Facebook Groups? What does does it take?

What we did, When, & Why

What we learned about Facebook, Collaborating & Tools

What value can be created through Facebook Groups?

What does does it take?

Starting Premise “ Facebook may, but also may not, become THE enterprise social networking platform, but it's here, use is growing, so we need to understand the phenomenon and learn from it.” Study Description 2008-02-08

Investigation at a Glance 10 participating Facebook Groups 6 countries, 4 continents 6 real world entities on Facebook retail chain, software venture, trend consultancy, think tank, PR company, real world organization 4 only- on- Facebook ventures virtual association, community of practice, interest groups

10 participating Facebook Groups

6 countries, 4 continents

6 real world entities on Facebook

retail chain, software venture, trend consultancy, think tank, PR company, real world organization

4 only- on- Facebook ventures

virtual association, community of practice, interest groups

Contributors and Roles Meet the Team on Facebook http://www.facebook.com/s.php?k=100000004&id=6006912269&gr=2

Timeline

Facebook Group Growth- Alexa Graph Percent of global Internet users who visit this site May 25 Facebook open platform to developers

Collaboration Tools Email Main means of group participant communications Private Wiki Stored participant information, data, reflections & industry information Private Facebook Group Posted updates. Related links 21 st Century Organization Facebook Group A participant. Study updates posted. 21 st Century Organization Blog Project announced here . Google Docs Tried sharing activity data with investigation team members

Activity Data Tracked

Participant Group Membership Growth

Number 1 in member growth, up 434% Owner Dave Duarte appears in this video Sample Group Activity

Number 3 in member growth, up 124%

Number 7 in member growth, up 31%

What We Wanted to Know

Network Development in Facebook— What does it take? Energy Active Facilitation Relevant Topic Structure Purpose

Network Weaving in Facebook Insights from Hellenes Educators Intervention Moderator’s Role Team leader Empathic Motivator Facilitator Coordinator Co-Creator Supporter Collaborative activities Shared interest Shared experiences Co-creativity Idea generation Idea sharing Idea discussion Idea implementation Slide provided by Hellenes Educators Administrator Niki Lambropoulos

Moderator’s Role

Team leader

Empathic

Motivator

Facilitator

Coordinator

Co-Creator

Supporter

Collaborative activities

Shared interest

Shared experiences

Co-creativity

Idea generation

Idea sharing

Idea discussion

Idea implementation

Facebook Groups in Business, Where is the Value? Hypothesis 1: Internally driven business group Improve communications, connections, understanding and camaraderie Encourage and facilitate employees in different locations, divisions, (of partner companies) to socialize with each other in an effort to gain trust, confidence, connectedness, etc

Hypothesis 1:

Internally driven business group

Improve communications, connections, understanding and camaraderie

Encourage and facilitate employees in different locations, divisions, (of partner companies) to socialize with each other in an effort to gain trust, confidence, connectedness, etc

Facebook Groups in Business, Where is the Value? Hypothesis 2: Externally driven business group Brand connection Provide additional marketing channel for PR, advertising, distribution, partnerships, licensing Allow end users/prospects, to learn about, develop affinity for the brand

Hypothesis 2:

Externally driven business group

Brand connection

Provide additional marketing channel for PR, advertising, distribution, partnerships, licensing

Allow end users/prospects, to learn about, develop affinity for the brand

Concurrent Facebook User Survey by Participating Group Owner Kimberly Samaha 12. In general I would say my Facebook experience is: Too early to tell- I'm a newbie 24 10% I am thinking of dropping off Facebook 13 5% I think it is a good social tool when used intelligently 120 51% I think it will become more widespread and an important professional tool 79 33% I love it- I'm a total Facebook addict 25 11% Conducted through Social Network Analysis Facebook Group

12. In general I would say my Facebook experience is:

Too early to tell- I'm a newbie 24 10%

I am thinking of dropping off Facebook 13 5%

I think it is a good social tool when used intelligently 120 51%

I think it will become more widespread and an important professional tool 79 33%

I love it- I'm a total Facebook addict 25 11%

Facebook Groups in Business Practical Realities Too many issues concerning access to data and privacy to believe Facebook will succeed with business groups dealing in any type of sensitive or proprietary information? What is the future of social networking in the enterprise? What do you think?

Too many issues concerning access to data and privacy to believe Facebook will succeed with business groups dealing in any type of sensitive or proprietary information?

What is the future of social networking in the enterprise?

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