Overview: Social media concern the communication of information, in an increasing variety of media (not just text), using Web technologies, along the edges of a "social graph" of people who decided to connect with each other to reflect a common affinity or a real-life relationship (e.g., colleagues). Key characteristics of social media interactions are that they are bidirectional, they combine multiple forms of information (text, audio, still pictures, video), they are personalized, and the networking act itself is part of the goal of the interaction.
The first phase of social media expansion (2000-2006) was purely focused on personal activities and largely addressed teenagers and college students, with MySpace and Facebook leading the revolution. With the emergence of LinkedIn, the opening of Facebook to non-students (2006), the subsequent collapse of MySpace, and the emergence of other networks such as Twitter and Google Plus, there was a definite broadening of the audience to include "knowledge workers," but the actual impact of these activities on the enterprise remained unclear for a while, including whether organizations should ignore, fear, or embrace this movement. There are quite a number of use cases for the enterprise use of social media, and a growing body of emerging case studies and success stories:
There are certainly issues to consider. Some concerns are exaggerated, because executives and managers who have not grown up in this world do not "get it" and still consider the Web somewhat mysterious and inherently more dangerous, even though the risks involved in association and communication are not specific to the new media. Other risks are real, and each enterprise needs to assess for itself whether they can be mitigated enough to allow a given social media project to proceed. These risks, real or overstated, include:
To balance the benefits and risks, an enterprise should develop a "reasoned adoption" roadmap based on the identification of its business goals, and the selection of appropriate strategies and media to achieve them. We will recommend:
Why should you attend: Social media still evoke fears, mostly of confidentiality breaches and productivity losses. As a result, IT is often placed in the role of controlling (or denying) access to external networks, while sometimes putting in place lower-quality internal forums that do not have the critical mass to succeed. How do you avoid this bad situation?While some organizations are still in denial about the spread and increasing relevant of the social media phenomenon, many are starting to select pilot projects and proceed, which puts them in a better position to exploit the desire of their employees to be part of communities.
Yet this is often done without a complete understanding or a systematic approach. The risk for organizations that do not examine and understand how and why social networks are so popular, and how to leverage their benefits, is that fear will win the debate, and the organization will not only miss out on the benefits of this change in collaboration methods, but it will in the process discourage its employees or deny them the ability to perform at the right level.This webinar examines the use cases for social media in a business context, the pros and cons (including the myths and realities), and proposes reasonable steps for a corporate social media adoption roadmap.
Areas Covered in the Session:
Who Will Benefit: