Future of Social media for organizations: Looking at the real implications

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Presented at the SEA-SoNS Second Workshop
Seville, Spain, 15 July 2013
http://is.jrc.ec.europa.eu/pages/TFS/SEA-SoNS.html

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Future of Social media for organizations: Looking at the real implications

  1. 1. 15 July 2013 SEA-SoNS Second Workshop, Seville, Spain 1 Future of Social media for organizations: Looking at the real implications SEA-SoNS Second Workshop Seville, Spain 15 July 2013 Thierry Nabeth Univ. Paris Sud, PESOR, FR
  2. 2. 15 July 2013 SEA-SoNS Second Workshop, Seville, Spain 2 What is social media Social media relates to the use of a new class of information and communication tools (social network systems, microblogging, Wikis, blogs, cloud-based file sharing, etc.) that provide the support for some social process. Maybe this is the new name for the Web 2.0! Note: Web 2.0 was ‘invented’ in 2005
  3. 3. 15 July 2013 SEA-SoNS Second Workshop, Seville, Spain 3 Two visions … Communication 2.0: Social media (with Facebook, twitter) used to redefine communication (internal or external) from a broadcast only paradigm approach, into a mode of communication involving the “participation” of the audience. It is the “new marketing” and still relies on the idea of “manipulating” the audience, but this by leveraging the social process. Collaboration 2.0: Enterprise Social media (with twitter, LinkedIn, Yammer, etc.) used to redefine collaboration, inside and outside the enterprise (Cf. Open innovation processes). It is about transforming the structure of control towards a more bottom-up process, empowering the individuals.
  4. 4. 15 July 2013 SEA-SoNS Second Workshop, Seville, Spain 4 The key implications of social media … transparency crowdsourcing Information is multidirectional and is potentially emitted by all the actors. The control is transformed to bottom-up. (versus top-down in the past) It is difficult to control. And yet … there exists the possibility of a massive level of surveillance. It is empowering the individuals. And yet at the same time, it may not be the more efficient & create some burden to the individuals. (see the critics from Jaron Lanier, how do we reward activities, and the level of interaction overload it creates).
  5. 5. 15 July 2013 SEA-SoNS Second Workshop, Seville, Spain 5 Challenges for the organizations? Social media is not only about the adoption of a set of new tools helping to improve the functioning of the organization, but is redefining more profoundly what is the structure of the organization that is - More transparent - Relying on a bottom-up process Beware that although this is generally considered as positive, is however creates a number of challenges and may “revolutionize” the organization & and the work as we know it now, for the better … or for the worse. Maybe we should (policies) we make the organization more aware of the real implications of social media !? (with education, cases, in domains such as web-entrepreneurship, open innovation, etc…)

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