The trigger has been the wilder than earlier predicted adoption of social media websites, applications and mobile apps by all age groups across geographies and social strata. Every new innovation, fad or me-too has caught the fancy of not just consumers, but also investors. After denial and prohibition came the acceptance within the enterprise and experiments on how to use it to the benefit of the company. Thus we see a new trend emerging that now has many players vying for attention; the corporatization of social media.
I am not referring to the numerous models that have been attempted to measure return on investment or to convert “Likes” into hard cash (fortunately not by selling personal details of customers). Many will point out a few popular success stories where a brand or product found exponential growth driven by social media campaigns; this number has not grown much in subsequent years. I am alluding to the attempt by companies to setup internal portals and sites that mimic behavior of the popular social media sites.
CXOs blessed this and agreed that while we prevent our employees from the internet on corporate devices let us give them a way to spend their energy on similar sites internally with each other. Let them channelize their time towards being more productive. CIOs with help from vendors cloned most of the functionality and put it on the intranet and waited for employees to start using it. Some did, they posted stuff here and there and then went away very quickly. How can I put up my private life on display inside the company?
Managers attempted to create collaboration use cases; success was measured by number of people active or the number of posts. Structures around groups helped them find behavioral and psychological insights. Soon these became case studies and best practices to be touted by vendors and consultants. Within boundaries these worked adding to the momentum which forced almost every respectable CXO to leniency. All along employees continued to put on display their private lives on non-corporate social media via their BYOD smartphones.
Is corporate social media really a tool that can transform the way enterprises and employees collaborate? Can it imitate the viral effect seen in private lives? If we discount the generation X/Y who are just entering the workforce, are the 30 and 40 something employees going to embrace getting on internal social media to post their feelings and share brainwaves? In a hypercompetitive and paranoid professional world, will the existence of a platform with adequate catalysts be the trigger that breaks the barriers?
Social media fatigue is already setting in; the multitude of options from 140 characters to pin boards and friendly sites only confuses rather than compartmentalize the use. People realize the time demands in an ever connected world which expects instant responses to emails, tweets, SMS, chat messages, posts and whatever mode of socializing they engage in. Souring relationships due to or because of the face down thumb happy posture is changing the way we engage with each other. Peer pressure keeps some going, the rest follow the herd.
Coming back to corporate social media, there are opportunities if used well; any foray requires capturing the ethos of the company, department or group which will determine the character of the site and engagement. It requires a team of enthusiastic believers who infect everyone they come in contact with their exuberance and create an urge to try. The team needs no boundaries or censorship for engagement; let there be self-imposed discipline on what the group is willing to accept. Monitor you may, don’t be the police.
In a recent interview a journalist asked me the question “What is the future of corporate social media?” I believe that there will be pockets of excellence from which people will learn only to fail until they are able to create the cultural ecosystem in which sharing can thrive without fear of retribution or rebuke. We need freedom to communicate, disagree, and be ourselves the way we are outside the workplace. Leaders and Managers have to walk this talk for it to work. Until then there will be case studies that we read and wonder why it does not work for us!