This document discusses social networking for business use. It defines social networks and their value in allowing analysis of relationships rather than just individual attributes. It then covers various aspects of implementing social networking in a business context, including available functionality, ensuring a culture of trust among users, integrating different systems rather than having information silos, establishing appropriate governance, and the infrastructure required. Recommendations focus on taking an iterative approach and balancing controls with allowing open sharing of information.

1. New England ChapterSocial NetworkingSerious BusinessPresented: January 15, 2010Russ Edelman - russ.edelman@corridorconsulting.comTwitter: russECM

2. Social Networking Humor!

3. Social-Social NetworkingDefined…A social network is a social structure made of individuals (or organizations) called "nodes," which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, financial exchange, dislike, sexual relationships, or relationships of beliefs, knowledge or prestige.The power of social network analysis stems from its difference from traditional social scientific studies, which assume that it is the attributes of individual actors—whether they are friendly or unfriendly, smart or dumb, etc.—that matter. Social network analysis produces an alternate view, where the attributes of individuals are less important than their relationships and ties with other actors within the network. This approach has turned out to be useful for explaining many real-world phenomena, but leaves less room for individual agency, the ability for individuals to influence their success, because so much of it rests within the structure of their network.

4. Social-Social NetworkingSemi-UnderstoodC.O.I.

5. Social-Social NetworkingSemi-Understood – Unrelated PointsOct. 9, 2009 - A FACEBOOK posting revealed details of a Perth teenager's fatal crash before police informed her parents.Feb, 2009 - O’Reilly Tools Of Change Conference- Peter Brantley, Executive Director of the Digital Library Foundation states “Reading will become less about the book and more about the people that read them.” Oct, 12, 2009 - Luddites of the World, Relax! - News that Twitter's latest cash infusion values the microblogging site at $1 billion may have confounded twittering's critics, who say nothing worthwhile can be expressed in 140 characters. To them—and to those who think BlackBerrys enslave us, Facebook supplants real relationships, and texting makes us illiterate—Dennis Baron has this to say: Nonsense. Worries about new ways of communicating, he has found, have existed for millennia. (Socrates objected to writing, in part because this "invention" eliminated the need to exercise the memory.)

6. Social-Social NetworkingInteresting Data PointsWorldwide visitors to Twitter approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)Older than you think!18-24 year olds 12% less likely than average to visit Twitter25-54 year old crowd is driving this trend45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age groupNext is 25-34 year olds: 30% more likelySource: Reuters reporter Alexei Oreskovic.

7. Business-Social NetworkingHot Topic264,000,000 as of 7:18am

8. Business-Social NetworkingAnalysts Weigh InForrester & Gartner Market Assessment?

9. Business-Social NetworkingWhere Is The ValueThe GoodThe BadNew Communication Vehicles for Improved Innovation & Productivity

10. Provides “an” approach to capture the knowledgeof the employee population

11. Reduces Risk by proactively managing content

12. Users can Find Information more quickly

13. Generational Working Styles are accommodated

14. Improve Collaboration with co-workers & others

15. Additional repositories of information that need to be tracked and managed

16. Requires additional level of governance to ensure that the platforms are compliant

17. Increases training and support for the end users

18. Users are overwhelmed with too many collaboration choices

19. Non-work activity can increase and become problematicCompanyWIFM

20. Business-Social NetworkingPrimary Drivers of Enterprise 2.0Survey with organizations with over 10 people – 656 participants

21. Business-Social NetworkingThree Key Drivers for Enterprise 2.0Survey with organizations with over 10 people – 656 participants

22. Business-Social NetworkingThree Impediments for Enterprise 2.0Survey with organizations with over 10 people – 656 participants

23. Business-Social NetworkingImportance of ROI for Enterprise 2.0Survey with organizations with over 10 people – 591 participants

24. Business-Social NetworkingThe “Pentagon” of Social NetworkingCulture Of TrustThe “Non-Silo”Social NetworkFunctionalityGovernanceInfrastructure

25. Social Network Humor!

26. Internal or External Equipment, Processes and Environments required to provide a seamless and secure Social Networking Environment For Your Organization. Notable Factors:Internal Or External Hardware & Software

27. Scalability capabilities to accommodate dynamic demand that will quickly increase and decrease

28. Security & Authentication Mechanisms And Protocol Which Allow Users To See & Act On Information

29. Usage Patterns, Analytics, Reporting, Dashboards, KPIs…Points To Consider:Content Duplication or Highly Secure Firewalls Must Be Planned

30. Formality Of Applicable Records Management Process Must Be Understood

31. Multiple mediums for content delivery/S.N. are required – mobile and moreThe InfrastructureInfrastructure

32. The InfrastructureAnalytics – attensity.com Example

33. InfrastructurePolicy Or Guidance On Usage/ContentSurvey with organizations with over 10 people – 608 participants

34. Social Networking FunctionalityThe Act Of Collaborating Or “Socially Networking “ Takes On Many Different Permutations. Different Tools Can Perform A Similar Function And At Times, One Tool May Be More Optimal Dependent Upon Numerous Factors.Notable Factors: (Next Slide)Social NetworkFunctionalityPoints To Consider:Selecting and Agreeing Upon The Right Tool By All Participants And Then Be Prepared To Adjust Based Upon Changing Conditions

35. Remain Very Attuned to Generational PreferencesSocial Networking FunctionalityBloggingWikisInstant MessagingPeople SearchesMicro-BloggingRatingsForum /Dis. ThreadVoting/SurveyingContent SharingWeb ConferencingMobile TechnologyKnowledge Mgmt.Pontification (with Comments)Real-time editing of Web PagesA new Email & Presence DetectionFind People / Expertise Via Specific Criteria140 characters and/or lessRate content being postedShare information and have others commentReal time surveying for site visitorsSharing files, pix, video, links, etc.One or multi-directional presentationsIt has to work on the mobile devices these daysHarvesting the knowledge within social repositoriesAlerts/Subscriptions

36. Project Management

37. Tagging/Bookmarks

38. Security/Role Definitions

39. Ad-hoc User/Group Creation

40. Functionality delivered via “Widgets” Plus More

41. Social Networking FunctionalityCollaboration - ContinuedInternal Use OnlyInternal/External UseIdeation – Idea Generation

42. Common Repository & Brainstorming

43. Internal Feedback To Executive Management

44. Anonymous and Named Access

45. Virtual Meetings – Bringing The World Together

46. Social Media Marketing Outreach Strategy

47. Customer Feedback

48. Branded messaging

49. Leveraging micro-blogging to reference other relevant contentCulture Of Trustor Non CultureSocial Networking & Collaboration Is Greatly Heightened When A Culture Of Trust Prevails Amongst The Participants. This Allows Information To Be Shared More Freely Which Increases Innovation, Responsiveness and Transparency.Notable Factors:Users Will Only Rely Upon Social Networking Tools If They See Substantive Value

50. Despite Human Beings Instincts To Want To Trust, They Have Been Socialized Not To Trust

51. New And Innovative Incentives Are Required to Leverage Social Networking ToolsCulture Of TrustPoints To Consider:Sufficient Value Must Exist In The Corporate Social Network As Compared To The Public Social Network To Drive Trusted Conversations/Exchanges

52. Peer/Subordinate Contributions Are Often Equally As Important As Authority’sSocial Network Humor!

53. Culture Of TrustNew Forms Of Leadership Needed

54. Culture Of TrustCan Bloggers Be Trusted?October 6, 2009

55. Culture Of TrustRod Kramer – Stanford University“Rethinking Trust” June, 2009“Human beings are naturally predisposed to trust—it’s in our genes and our childhood learning—and by and large it’s a survival mechanism that has served our species well. That said, our willingness to trust often gets us into trouble. Moreover, we sometimes have difficulty distinguishing trustworthy people from untrustworthy ones. At a species level, that doesn’t matter very much so long as more people are trustworthy than not. At the individual level, though, it can be a real problem. To survive as individuals, we’ll have to learn to trust wisely and well.”

56. Culture Of TrustAdditional Points On TrustOct 12, 2009 – Gaming Theory - Google engineers know they need to think outside the search box to stay ahead. A recent contest called CSI, for "Crazy Search Ideas," asked engineers to submit improvements they thought would never be approved because they were weird or seemed too minor. Some 118 entries were culled to four, which are still being explored. May 7, 2009 – My Blog Post - With a conscious effort being focused on trust, the team is employing different techniques to put the theory to practice. One of the most innovative techniques being used is the inclusion of “productivity games” to solve a problem…. “bug bash” parties that go late into the night where the engineer who finds the most bugs gets a prize and an Olympic-themed work event held last year. Hanson commented, “Our culture is competitive. People by nature love to compete and play games and want to see themselves at the top of the leader board.”

57. The Non-SiloFractured Information Is A ProblemSocial Networking environments often represent their own proprietary data store and this becomes problematic when actively sharing information.Notable Factors:Too many systems are available for collaboration.

58. Users are genuinely confused as to which one to use.

59. What is considered to be the best source of information.The “Non-Silo”Points To Consider:Push for integration of disparate Social networking systems.

60. Integrate into existing environments which may be considered “live in” environments as compared to “go to” environments.GovernanceOr The Expansion Of ChaosWhen employed for business, there is a definitive need to introduce some form of Governance for standardization and guidelines. Notable Factors:Finding a balance between “lock down mode” and free reign is an organizational and legal challenge.

61. Social Networking Governance will be influenced heavily by the type of industry and the type of content.

62. Radical variations from the Governance of non-Social Networking content will be met with skepticism.GovernancePoints To Consider:“Light” and Iterative Governance Is A Key To Success.

63. Fully integrate Governance for Social Networking into alternative communication mediums.Social Networking Tools For BizQuick ListEnterprise Suites Social Tools(partial List)Pure Play Social Tools(partial List)EMC/Documentum – eRoom - CenterStageMicrosoft SharePointIBM Lotus Connections Suite (Quickr & SameTime)OpenText – LiveLink ECMGoogle - WaveHuddleJiveKickAppsLeverage SoftwareLithiumNewsGatorSocialTextTelligentThought FarmerTomyoeAnd there are many Open Source and semi-related products available

64. Where To Socially Go From HereRecommendations To ConsiderdescriptionIterative Approach For Deploying Social Network Technologies

65. Corridor SnapshotHow We Can Help You Corridor Service & Product OfferingsSharePoint Implementation Consulting & Product SalesContract Management

66. Records Management

67. Human Resources

68. Production Imaging Systems

69. Mission Critical Solutions Using SharePoint 2007 Implementations

70. SharePoint Information Optimization

71. SharePoint Add-On Product SalesECM/SharePoint Strategic ConsultingECM Knowledge Workshops

72. Strategic Recommendations & Gap Analysis (SRGA)

73. Economic Studies

74. RFP Preparation and Vendor Facilitation

75. ECM Project Oversight

76. Microsoft SharePoint 2007 Architecture & GovernanceAlso regular contributors to:InformationWeek, CIO MagazineAIIM Infonomics & More

77. New England ChapterSocial NetworkingSerious BusinessPresented: January 15, 2010Russ Edelman - russ.edelman@corridorconsulting.comTwitter: russECM