Focus fundamental: ¿por qué suelen fallar las iniciativas 'social media' en general, y en el ámbito de las empresas en particular (social business initiatives)?.
Normalmente comenzamos hablando a la gente con un lenguaje técnico, una jerga de nuevas palabras tales como blogs,wikis,microblogging, e incluso 'social business'. Niniguna de esas cosas les importa realmente. Son herramientas y métodos que nos permiten hacer cosas que SI pueden importarnos.
¿Cuáles son esas cosas de interés para la audiencia?
¿Cómo deberíamos empezar a plantear las cosas?, ¿qué cosas preocupan a la audiencia?. P.e. si son empresarios, gerentes o profesionales autónomos, según la autora, deberíamos pensar en comunicarles aspectos posibles a alcanzar con el 'social business' como ...
1.- Asegurarnos de sacar el máximo provecho de los recursos que hemos invertido, de manera que se traduzca en cosas visibles y disponibles para todas las personas de nuestro ecosistema, que son al final quienes las van a valorar
2.- Conseguir que los clientes se sientan valorados y distinguidos por compartir nuestras experiencias con ellos - mediante nuestros productos, servicios, soporte y facturación - que además funcionan bien y son fáciles de usar
3.- Conseguir que los empleados sienten que se valoran sus contribuciones, atendiéndolas con el cuidado suficiente para promover sus ideas y su conexión a los recursos
4.- Aumentar el nivel de comodidad y conocimiento de nuevas conexiones (relaciones), para que de manera proactiva quieran implicarse con nuestras empresas
5.- Creación de relaciones personales para tener embajadores en más lugares que cualquier persona pudiera alcanzar
what matters most is ensuring that everyone in our ecosystem feels valued and recognized in proportion to their contributions because that drives revenue, profitability, and happiness.
lo más importante es asegurar que todos los miembros de nuestro ecosistema se sientan valorados y reconocidos en proporción a sus aportaciones, ya que dicho reconocimiento promueve retornos, rentabilidad y felicidad.
People unfamiliar with the tools of this new social business space
almost always react poorly to initial messages that focus on the tools and how they will "revolutionize" business
They freeze in their tracks
because they don't understand the language and the technology
Often they're people with years of expertise, who are knowledgeable about their work and aren't accustomed to feeling uninformed.
it's better to ask them if they'd like to cool off, relax, and enjoy the beautiful view from the harbor.
It's like asking someone who has never sailed to put in
You must motivate people in language that they understand before introducing new ways of doing business
Here are some approaches you can take to help people who are new to social tools understand them:
There are hundreds of small-use cases that could benefit from using networked communications environments
Start looking for ones that either result in a lot of lost productivity
or where the company spends a lot of money
to redesign your communications ecosystem
change one communications habit at a time.
Which you choose will depend on how much executive support you have, how culturally ready your company is, and how much budget is available.
regardless of your approach, the more specific you are about how these tools and processes will help people do their work, the more successful you'll be.
There are benefits and risks to both, but
where social business initiatives often fall down.
We start throwing language at people--words like blogs, wikis, microblogging, even the term social business itself. None of those things really matter.
They're tools and methods that enable us to do things that matter
The first task is to establish a design for the social interaction.
This must come before technology selection, so that the limitations of the
technology do not drive or constrain the interaction.
Why consider a social network for manager training?
En lugar de 'trabajadores' podemos plantear 'los nuevos estudiantes' (Gen 'net'), que prefieren frecuentemente usar interacción social onlne, y aprendizaje online, antes que formación presencial en Aula.
These
are the workers who will be your new supervisors and managers
workers in their 20s
and 30s expect to be able to use the latest IT applications in their workplace.
They are used to social networking online, and to online learning, often
preferring these to classroom instruction
In addition, this also will encourage open
communication between companies, employers, HR departments, owners, and
managers.”
Without
appropriate technology tools and resources available in their work environment,
they may look for help from non-work related services such as Facebook.com. Integrating
social media into the development environment eliminates this potential
challenge and at the same time increases the potential for success of the
development effort and of the new managers.
Can social networking provide a practical way to help prepare new
managers for their duties? Considering the rapid growth of social networking
adoption among younger workers, this is a question well worth asking
Creating a curriculum for training new managers and supervisors is
a common task that falls to instructional designers
The typical approach for
many decades has consisted of a combination of classroom events, each lasting
from one to five days (or more). This default design has many problems,
including travel expense and time away from the job for the managers. Not
infrequently, there are severe mismatches between what is taught and the actual
practices supported by the organization’s culture.
There is an increasing number of companies and online service
providers who are convinced that social networking can help overcome at least
some of the issues common to the classroom-only approach
By combining formal
classroom instruction and online reference and performance support with online
coaching, mentoring, and informal learning through social networking, a new
manager can gain a solid theory foundation, just-in-time help, and
culturally correct application pointers.
Informal learning, as an object of attention by researchers, is not
a new topic. However, it only appeared on the radar screens of instructional
designers less than ten years ago. The emergence of online social media has led
to the notion of somehow tapping into the potential of this channel, that
carries so much of the real learning that goes on in organizations.
In our current age, we have plenty of channels in which informal
learning can take place: everything from microblogs (Twitter), to communities
(LinkedIn Groups, discussion forums), to user-created content (wikis, Weblogs,
YouTube), to social bookmarking (Delicious), and surely more to come.
But we also have plenty of examples of attempts at use of these
channels in which the attempts failed. The virtual landscape is littered with
the remains of abandoned wikis, content-less and comment-less Weblogs, and
LinkedIn Groups where the spam has driven out the discussion and all but
eliminated any possibility of learning.
Existing informal learning groups online include a surprising
variety of formats
Jay Cross’ Internet Time Community,
Participants in the Twitter #lrnchat sessions also comprise an
ongoing informal learning group
if informal learning is going to take place online, it
must be self-sustaining
blogs, mash-ups (a Web application that combines multiple sources of data into a single tool), microblogging, peer to peer, podcasts, prediction markets, rating, RSS (Really Simple Syndication), social networking, tagging, video sharing, and wikis.
Our survey examines the business use of 12 technologies and tools
interactive archive
to evaluate their use of and satisfaction with Web 2.0.
Resultados acumulados durante 4 años (magnífica visualización) por McKinsey acerca de ¿cómo están usando las empresas la web 2.0?, 'Uso y satisfacción de las empresas con la web 2.0', analizando 12 tecnologías y herramientas 2.0.