Corporate Communications Today
Course Module 2: Social Media? Collaboration.
24.10.2012
Susanne Robra-Bissantz
Course Modules
Welcome to our
second module!

CM 5
Knowledge
CM 4
Innovation

CM 2
Cooperation
CM 3
„Marketing“
CM 1
Socia...
Now that we know, that Social Media is something new – and that different forms
of it do exciting things (from your presen...
Stories - about what happens in Social Media ...
•  Social Media Companies, like Facebook or Google
only try to make money...
Stories - about what happens in Social Media ...
•  Social Media Companies, like Facebook or Google
only try to make money...
First – in order to find out, what is possible –
let‘s have a Look at the Basic Elements of Social Media ...

WS 2012/13 |...
Basic Elements of Social Media
Here you are: a kind of „summary“ of
different Social Media Platforms...
Networking like in...
Basic Elements of Social Media ...
In the area, marked in red, I fill in
my profile with personal and
emotional aspects. M...
Basic Elements of Social Media ...
And some more aspects to think about...

Like in „real life“,
common thoughts and
activ...
But what are these Elements of Social Media good for?

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communica...
Summarized: Functions of Social Media!
•  Find Friends, Experts,
Like-minded People
•  Foster Contacts
•  Build Groups
•  ...
Summarized: Functions of Social Media!
Network:
From Persons to
Groups

Knowledge:
From Ideas to
Documents

Social Closene...
Cooperation / Collaboration from a theoretical Perspective
Definition:
Cooperation means
• 
• 
• 
• 

mutual support of in...
Cooperation with and through information:
Changes in the „Information Cycle“
Information (Data, Knowledge) …

From collect...
Changes in the „Information Cycle“: lead to new Guidelines
Information (Data, Knowledge) …
create
produce

New Guidelines....
Changes in the „Information Cycle“: lead to new opportunities
Information (Data, Knowledge) …
create

And two new basic
Op...
Summarized: Social Media offer the chance of cooperation ...
Social Media enable new
and better cooperation of
humans.
Soc...
But where are possibilities for cooperation or even collaboration?

N.B.: what is the difference between cooperation and c...
Cooperation in Organisations and beyond
Organisations

In Organisations:
•  There is Cooperation ...
•  ... but mostly hie...
But how can we realize cooperation and collaboration?
„We will introduce social Media shortly, our IT department works on ...
But how can we realize cooperation and collaboration?
„We will introduce social Media shortly, our IT department works on ...
But how can we realize cooperation and collaboration?
„We will introduce social Media shortly, our IT department works on ...
Collaboration Engineering

Collaboration Engineering has to deal with the
whole system, in the organisation, with humans,
...
But why shoud an organisation collaborate?
... because
collaboration may
change humans
they are motivated ...

knowledge i...
But why are people often sure,
But whythat collaboration meanscollaborate?
shoud an organisation ...
... because
... becau...
The answer lies in this formula:
•  Social Media are a new medium – as described in Course Module 1.
•  Additionally Socia...
The difficult aspects of collaboration are ...
Responsibility

Respect

Trust

Heterarchy
Collaboration
as an
attitude

Vo...
The difficult aspects of collaboration are ...
Responsibility

Respect

Trust

Heterarchy
Collaboration
as an
attitude

Vo...
Collaboration and Heterarchy

Nestle, when critizised the first time in
Facebook stated: „we set the rules“ when they
trie...
Collaboration and Coherence
In private: „I‘m sitting here in this xxx-cafe, I‘m
looking forward to the Rizzi-exhibition to...
Collaboration and voluntariness

„We open a company-wiki. Every
employee has to contribute weekly:
his skills, what he has...
Collaboration and trust
The company considers to open a blog for customer complaints. Here is
what it thinks about.
Compan...
Collaboration and responsibility

Collaboration and e. g. heterarchy mean,
that every individual counts. Every
opinion, ev...
Collaboration and respect
The new medium needs new conventions,
e. g. regarding respect. What would you
do...
... if you o...
Your next deliverable:
Am I / are you collaborative? – A small empirical study.
Please carry out an empirical study on how...
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Corporate Communications Today, Course Module 2: Social Media? Collaboration

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Corporate Communications Today, Course Module 2: Social Media? Collaboration

  1. 1. Corporate Communications Today Course Module 2: Social Media? Collaboration. 24.10.2012 Susanne Robra-Bissantz
  2. 2. Course Modules Welcome to our second module! CM 5 Knowledge CM 4 Innovation CM 2 Cooperation CM 3 „Marketing“ CM 1 Social Media This time, we try a conventional slide share. Use the opportunity to discuss what you don‘t understand! ... in our next chat ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 2 CM 6 Web Society
  3. 3. Now that we know, that Social Media is something new – and that different forms of it do exciting things (from your presentations) ... Let‘s take a closer look to the „Crime Scene“ – on what really and in general „happens“ on the platforms. There are different stories about that ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 3
  4. 4. Stories - about what happens in Social Media ... •  Social Media Companies, like Facebook or Google only try to make money with our data. •  Social Media harm individuals as they lead to social isolation and at most superficial relationships. •  For individuals as well as organisations, Social Media may lead to libel and slander. •  Social Media are a serious threat for society and democracy. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 4
  5. 5. Stories - about what happens in Social Media ... •  Social Media Companies, like Facebook or Google only try to make money with our data. •  Social Media harm individuals as they lead to social isolation and at most superficial relationships. •  For individuals as well as organisations, Social Media may lead to libel and slander. •  Social Media are a serious threat for society and democracy. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 5
  6. 6. First – in order to find out, what is possible – let‘s have a Look at the Basic Elements of Social Media ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 6
  7. 7. Basic Elements of Social Media Here you are: a kind of „summary“ of different Social Media Platforms... Networking like in facebook Profile Friends ….. Groups …….. •  Characteristics •  Interests •  Skills, Likes •  Preferences News about Friends and Groups – Activities and Likes Ideas, Opinions, Contributions Articles My Knowledge … News about me … … our shared Knowledge … what I do right now … My Opinion … … your and our Opinion … who / what I like … Posting thoughts like in Twitter. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 7 Sharing knowledge like in Wikipedia.
  8. 8. Basic Elements of Social Media ... In the area, marked in red, I fill in my profile with personal and emotional aspects. My interests, my likes. Additionally I contribute what I‘ doing. ... Explained ... In the green area people interconnect. They build groups, find (their) friends and stay connected. They follow each others‘ activities to stay in contact. Profile ….. …….. Friends Groups •  Characteristics •  Interests •  Skills, Likes •  Preferences News about me … … what I do right now … … who / what I like … News about Friends and Groups – Activities and Likes Ideas, Opinions, Contributions Articles My Knowledge … … our shared Knowledge My Opinion … … your and our Opinion In a blue area, ideas, knowledge or opinions are contributed. They are shared and discussed. In Wiki-Articles, as tweets etc. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 8
  9. 9. Basic Elements of Social Media ... And some more aspects to think about... Like in „real life“, common thoughts and activities may provoke, that someone is interested im me... Profile ….. …….. Are you really interested in every cup of coffee your „friend“ is drinking? Friends Groups •  Characteristics •  Interests •  Skills, Likes •  Preferences News about me … … what I do right now … … who / what I like … Do you think that „friends“ is the proper word for these connections? Dunbar‘s number (150) is the maximal number of people with which you can have a relationship ... Will it increase? News about Friends and Groups – Activities and Likes Ideas, Opinions, Contributions Articles My Knowledge … … our shared Knowledge My Opinion … … your and our Opinion WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 9 Connections don‘t have to be established by searching a person and „liking“ him/her. Connections may also result from conversations. From finding interesting contents and becoming interested in the writer...
  10. 10. But what are these Elements of Social Media good for? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 10
  11. 11. Summarized: Functions of Social Media! •  Find Friends, Experts, Like-minded People •  Foster Contacts •  Build Groups •  Act in Groups •  Spread News •  State Ideas, Opinions and Experiences •  Discuss •  Share Knowledge •  Tell about you and your Activities (in real time) •  Present Skills/Interests: Private/Professional •  Add Likes and Opinions Network: Knowledge: Social Closeness From Persons to Groups From Ideas to Documents From me to my Life Many connections and weak ties (e.g. friends of friends) rise the probabiliy to find partners Groups find and select important Information, they work together on joint knowledge Private Bits, Emotions and timely Information about you result in Trust and Relatedness. Social Media enable Connections with Partners in order to follow Shared Aims Social Media lead to Mutual Support and Joint Action Social Media provoke relationships that are voluntary, personal and loyal WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 11 .
  12. 12. Summarized: Functions of Social Media! Network: From Persons to Groups Knowledge: From Ideas to Documents Social Closeness From me to my Life Many connections and weak ties (e.g. friends of friends) rise the probabiliy to find partners Groups find and select important Information, they work together on joint knowledge Private Bits, Emotions and timely Information about you result in Trust and Relatedness. Social Media enable Connections with Partners in order to follow Shared Aims Social Media lead to Mutual Support and Joint Action Social Media provoke relationships that are voluntary, personal and loyal . Social Media enable Cooperation and Collaboration •  •  Functions resemble the theoretical characteristics of Cooperation (next slide) For Cooperation / Collaboration with and through Information (slide after that) WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 12
  13. 13. Cooperation / Collaboration from a theoretical Perspective Definition: Cooperation means •  •  •  •  mutual support of independent systems (cooperation) joint efforts of task owners (collaboration) with shared/common aims green areas... based on relatedness blue areas... red areas... Characteristics and mechanics: •  •  •  •  Trust: cognitive and emotional trust in persons as well as in IC-Systems Connection: Awareness and Context Motivation: intrinsic and extrinsic – social appreciation, belonging, self efficacy Coherence: only temporary and autonomily selected mechanisms – less control WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 13
  14. 14. Cooperation with and through information: Changes in the „Information Cycle“ Information (Data, Knowledge) … From collect To create produce From distribute To interact use ... in Blogs provide From expatiate To present ... via Twitter black: traditional blue: in Social Media From navigate preprocess search To find ... in YouTube document From save To network WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 14 From classify To tagging ... in Wikis
  15. 15. Changes in the „Information Cycle“: lead to new Guidelines Information (Data, Knowledge) … create produce New Guidelines... interact use provide Knowledge Panini „Give knowledge and get other knowledge for it“ Virtual Kitchenettes Shrinks for knowledge Drawers End „Meet by chance, learn news and other things...“ search preprocess find present „Get some help in understanding different contexts of knowledge“ tagging document network WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 15 „Don‘t lock knowledge up categorized“
  16. 16. Changes in the „Information Cycle“: lead to new opportunities Information (Data, Knowledge) … create And two new basic Opportunities ... interact produce use provide present Knowledge Panini Virtual Kitchenettes Occasions to communicate rise Contexts are built/used Shrinks for knowledge Drawers End search preprocess find document network WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 16 tagging
  17. 17. Summarized: Social Media offer the chance of cooperation ... Social Media enable new and better cooperation of humans. Society Media Markets Politics Companies WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 17
  18. 18. But where are possibilities for cooperation or even collaboration? N.B.: what is the difference between cooperation and collaboration? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 18
  19. 19. Cooperation in Organisations and beyond Organisations In Organisations: •  There is Cooperation ... •  ... but mostly hierachical coordinated •  Todays IT-Systems mostly support „Processes“ and no Collaboration •  Social Media and Collaboration Mechanics support Collaboration, e. g. in Knowledge- oder Ideamanagement Beyond Organisations: •  There is basically no cooperation •  But e. g. customers use Social Media ... •  ... is there a possiblitity to collaborate? •  Collaboration Mechanics can lead to discussion, networking and collaboration with customers. Private Consumers WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 19
  20. 20. But how can we realize cooperation and collaboration? „We will introduce social Media shortly, our IT department works on it ...“ „We have already set up a Blog for customers and a Wiki for our employees.“ „We are everywhere in Social Media: in facebook, in twitter, even in Google+ ...“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 20
  21. 21. But how can we realize cooperation and collaboration? „We will introduce social Media shortly, our IT department works on it ...“ „We have already set up a Blog for customers and a Wiki for our employees.“ „We are everywhere in Social Media: in facebook, in twitter, even in Google+ ...“ This is not the right way. Social Media always has to have a reason. A reason that lies in Cooperation and Collaboration. You want to cooperate with someone. With customers, because you think, that you get better ideas for your product, with employees, because you want to share knowledge better. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 21
  22. 22. But how can we realize cooperation and collaboration? „We will introduce social Media shortly, our IT department works on it ...“ „We have already set up a Blog for customers and a Wiki for our employees.“ „We are everywhere in Social Media: in facebook, in twitter, even in Google+ ...“ The Task, therefore, is „Cooperation Engineering“, that defines •  Goals of the Collaboration (who?, why?) •  Collaboration Concepts and -mechanisms – and afterwards... •  An IT-System with Social Media Functions: social relatedness, networking ... But don‘t forget to consider the situation: in your organisation, regarding the people (employees, management, customers) as well as todays and future technologies. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 22
  23. 23. Collaboration Engineering Collaboration Engineering has to deal with the whole system, in the organisation, with humans, and with the technology. It can not be planned perfectly, as the behaviour of humans in their contexts influences the final success. Collaboration Success System Behaviour Technical Situation 4. Collaboration 1. Collaboration Environment 3. Collaboration mechanics 2. Collaboration goal Human Behaviour Psychological and social Situation •  •  •  Organisational Situation Collaboration Engineering i.e.S. In a narrow context cooperation engineering consists of 1. analysing the collaboration environment (in the organisation), 2. defining the cooperation goal, 3. realizing cooperation mechanics (e. g. discussion) and 4. collaboration. Then the System Elements collaborate (Humans, Organisation etc. The system behaviour reveals whether collaboration reaches its goals. If not, the Collaboration cycle (1. – 4.) has to be started again. Technical situations are e.g., whether the company has already decided about a Social Media Platform, whether it is principally innovative – in its IT-Department, and whether data protection etc. is discussed. Organisational situations are e. g., whether there is a culture of collaboration in the organisation, whether management and work council support social media and cooperation. A psychologial situation is e. g. whether the employees are ready for cooperation, whether they can work with being open, sharing and transparent. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 23
  24. 24. But why shoud an organisation collaborate? ... because collaboration may change humans they are motivated ... knowledge is shared they take part... ... because collaboration may change „processes“ a collective intelligence appears they are open and share ... ... and that voluntarily employees support each others Collaboration?!? … and because ... because collaboration may collaboration may have success... … towards trust change the culture… … regarding quality … towards social closeness … regarding costs …regarding innovations … towards relationships …regarding reputation … towards transparancy WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 24
  25. 25. But why are people often sure, But whythat collaboration meanscollaborate? shoud an organisation ... ... because ... because collaboration may collaboration may change „processes“ •  a waste of time change humans knowledge is shared they are motivated ... they take part... they are open and share ... ... and that voluntarily •  useless information a collective intelligence appears •  purely virtual relationships employees support each others •  dumbing down Collaboration?!? … and because ... because •  isolation collaboration may collaboration may have success... … towards trust change the culture… •  transparent … regarding quality citizens … towards social closeness … regarding costs …regarding innovations … towards relationships … …regarding reputation … towards transparancy WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 25
  26. 26. The answer lies in this formula: •  Social Media are a new medium – as described in Course Module 1. •  Additionally Social Media ask for collaboration as an attitude. New Medium Collaboration as an attitude Social Media And collaboration is not that easy. In order to truely collaborate you have to respect a couple of difficult aspects of collaboration. In doing so, collaboration becomes an attitude. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 26
  27. 27. The difficult aspects of collaboration are ... Responsibility Respect Trust Heterarchy Collaboration as an attitude Voluntariness Coherence WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 27
  28. 28. The difficult aspects of collaboration are ... Responsibility Respect Trust Heterarchy Collaboration as an attitude Voluntariness Coherence WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 28
  29. 29. Collaboration and Heterarchy Nestle, when critizised the first time in Facebook stated: „we set the rules“ when they tried to forbid accusations. Other companies just erase disagreeable comments from customers in facebook. Is this collaboration? Does this show true „heterarchy“? What may be wrong? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 29
  30. 30. Collaboration and Coherence In private: „I‘m sitting here in this xxx-cafe, I‘m looking forward to the Rizzi-exhibition tonight and I‘m drinking a „Hugo““. At work: „We open a platform where we can share our ideas and thoughts“. At work: „I want my employees to work according to their own rules. I don‘t controll milestones.“ What has this to do with Collaboration? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 30
  31. 31. Collaboration and voluntariness „We open a company-wiki. Every employee has to contribute weekly: his skills, what he has done, what he is up to etc.“ Is this Collaboration? What happens to voluntariness, when such rules exist? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 31
  32. 32. Collaboration and trust The company considers to open a blog for customer complaints. Here is what it thinks about. Company: Employee: When we ask for complaints, we will get them. I‘m supposed to react to complaints. What shall we do, when loads of infamies will be contributed? But what happens, when I write something wrong? How would you answer, if you act on the assumption of collaboration and trust? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 32
  33. 33. Collaboration and responsibility Collaboration and e. g. heterarchy mean, that every individual counts. Every opinion, every comment has his right to be written down. But in a consequence collaboration also means, that every individual is important and responsible for what happens on social media plattforms. Those, who contribute form the medium and what happens there. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 33
  34. 34. Collaboration and respect The new medium needs new conventions, e. g. regarding respect. What would you do... ... if you observe a group, that is talking negatively about your company? ... if you find embarrassing fotos of your employee ... or, if your chef tries to become your friend on facebook? Try to compare this to „real life“. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 34
  35. 35. Your next deliverable: Am I / are you collaborative? – A small empirical study. Please carry out an empirical study on how collaborative selected people (from your company or in your private environment are. 1.  Think about questions that you want to ask, in order to find out, how collaborative someone is. Use the sources and the video and your own private thoughts. (Questions? Chat on 25.10.) 2.  Collect all your individual thoughts into one questionaire. Remember to add a question like „I think that I‘m collaborative“ and/or ínclude your own opinion about the collaborativeness of the person you want to ask. (Online on 06.11., Chat on 08.11.) 3.  Carry out the empirical study. Which characteristics of persons lead to collaborativeness? Who in your environment is how collaborative? 4.  Please summarize your results (together). (Online 20.11., Chat 22.11.) WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 35

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