While doing a recent story on the convergence of unified communications and enterprise networking and collaboration, I was reminded again of how disruptive the Internet and mobile-enabled Facebook-Twitter culture are to enterprise business operations.
As I found out in my reporting, many companies — vendors and businesses alike — understand the applicability of social networking and collaboration tools to their workflows. They are eager to use the communication power of social tools like Facebook to speed up and improve business decision making. In a way, they have no choice. Social collaboration has increased the speed and spread of information, and enterprises need to be able to respond more quickly. One way to do that is to incorporate social media tools and unified communications tools (voice, video, Web conferencing and so forth) into the traditional business workflows.
But boy, are we conflicted about this. It seems that everyone, from corporate management to employees to the vendors touting this vision of a fully integrated workplace, has a love-hate relationship with this brave new world of work. According to social collaboration experts, the vendors that are touting unified communications tools are really quite bad at integrating their applications with other vendor applications, taking a “my way or the highway” approach. Management talks a good game for giving employees access to experts, insight into company direction and the ability to make decisions on the spot. But companies also want to make sure they know who is talking to whom, and which employees are accessing which systems.
As many organizational experts have pointed out, the self-organizing power of social networks is a challenge — an in-your-face affront — to the traditional corporate hierarchies and the enterprise software vendors that reinforce those hierarchies. And it’s not just the enterprise 1% that’s conflicted. Many among us 99%-ers, to be honest, would really prefer not to factor yet more information into the daily decisions we have to make to get through a workday.