I was amazed a couple weeks ago when a younger coworker engaged in a conversation (um… debate) about whether Facebook was a viable business tool. Now, somehow I got baited into this discussion, probably on a quest to figure out why a Gen Y type would think Facebook didn’t belong behind the firewall.
During the conversation, I started to identify what was really going on. The problem wasn’t the tool (I knew this going into it), but again was perception. You see, the corporate information technology industry has done the same thing as every other professional industry. They’ve put blinders on and have had years and healthy budgets to define what “professional” conduct looks like. Moreover, because they can point to years of supposed successes in fighting (gasp!) antivirus, malware, and (more realistically) external facing security vulnerabilities, they have the gravitas within organizations to make (dictate) business policies in the boardroom.
Through all of this, the real needs of the business get molded and formed into highly structured processes that can more easily be measured or manipulated. Of course, I have to admit these methods allow businesses to conform to compliance and regulatory requirements more easily – an unfortunate reality. Because everything is so structured, the perception is that everything in business needs to be as organized and controlled. The problem is that communication is not the same thing as information.
Communication needs to happen quickly, getting to the right person at the right time to make a difference. This need is impeded by too much structure, too much process. You can see that already on the marketing & PR side of social media. The traditional release isn’t as powerful as it once was (though it hasn’t been negated either) because of the nimble adaptability of online sharing tools. This is one of many places where IT simply gets it wrong. The idea that communication and the sharing of ideas needs to be managed is a sure sign that the organization is fighting itself.
So what was the outcome of that conversation with my coworker? He still thinks Facebook isn’t a viable business tool. What it really boils down to is that he didn’t like the idea that his “professional” life could so easily collide with his “personal” life, that people could actually discover he had fun in college. Heck, who didn’t?
Photo courtesy ant.photos
21 Comments
About Me
Rick Mahn is the Founder of SMBMSP, and Principal of Rick Mahn & Associates. With two decades in Information Technologies and Social Media Architect, Rick connects people & organizations by helping them embrace open interaction and renewed commitment to each other.Learn more about Rick.
Well-writ, Rick. Agreed! Managing with technical controls is like trying to manage your kids with locks and isolation. Better to manage with encouragement, coaching and expectations.
Thanks Bob, the roadblocks IT imposes is a big reason many companies are having such trouble adjusting and adapting to the changes social media brings. Encouraging open engagement like you mention through coaching and setting expectations of sharing are the way to go.
Interesting post, Rick. To your point about Gen Y types having a visceral reaction to the thought of their Facebook page entering the professional domain, much of the fault can be placed squarely on the shoulders of colleges. Of the five professors I have right now, three have lectured on the “dangers of Facebook”, despite these ominous tales holding the same factual credibility as the notion of “death panels”.
As a member of a corporate IT department, I find it helpful to approach issues by first brainstorming how I can best empower my user base (and by extension, my company), then deciding what is realistic based on my company's regulatory responsibilities and policies. It is easy to fall into the trap of doing this process backwards, which usually leads to “reheated” solutions.
Great post, Rick. I love the distinction between communication vs. information. Process and structure has a place, but that too must change as business practices evolve and customer behaviors change. Process for process sake is the kiss of death. Business and IT have a symbiotic relationship, but at the end of the day, technology should be an enabler, not the driver of business strategy. Rather than succumbing to the sometimes antiquated perceptions of what constitutes “security best practices”, business units need to educate themselves on the opportunities and dangers of this new media. Only if they are educated can they be equipped with data to push back and enact change within the organization.
Nice post, Rick, and very close my heart. I've been in far too many meeting with folded-arms, pursed-lip IT partners debating the merits of social media related to business (specifically OUR business; pediatric health care). I think Facebook and the like take considerable ownership out of their hands, which they find unsettling. I get it. I had to let go of a few things myself when we decided to connect with others through social media. I value my relationship with IT, and between their constant rolling eyes and my forehead-banging-on-the-table dance, I hope to find some common ground, so we'll keep having the discussions. We're seeing tremendous benefit from our social connections, all of which our employees are oblivious to (blocked internally).
Yep, IT likes its control. As the web becomes more social, I think it is beginning to threaten that control. Whether IT departments like it or not, they are going to need to start shifting their thinking in order to better support their organizations.
Randy, I find that neoprene mouse pads make a great accessory for the forehead-banging-on-the-table dance.
It sure can be frustrating to see how much employees of organizations not yet participating socially are missing out on.
Dawn, I think you make another great distinction there: “as business practices evolve and customer behaviors change”. This is important because you know that our culture is changing. Most folks in business don't recognize that's happening and adds to their misunderstanding of why social media is a practical business tool.
Do you find the blocking of online social resources to impede your interaction or communication with internal peers? I've found it to cut both ways, with some socially aware folks working around the issue using smart phones, and others cut out because they're not aggressive enough to find a different way.
I only wish people knew more about what I did in college. It would give additional points of connection, increase “relatability”, and inform the 20-somethings that they are neither the first nor the best generation to enjoy their youth.
Cindy, I can relate to that! The only difference between Gen X and Gen Y is the connectivity of the toys. The difference is subtle but significant isn't it?
Your comment about where IT gets it wrong is on target but the target needs to bigger. It's not just the ideas and fears with Social Media it's larger concept of communication & sharing. The underlying culture of the company regarding communication will dictate to a large degree the acceptance of various social tools. Not just Twitter or Facebook but internal tools like Yammer, Jive & others will tough adopt as well. Today I would consider IT as an enabler more than an obstacle. Since IT doesn't sit at the top of the food chain they can only stand in the way if the company wants it that way.
For the discussion I would like to say that facebook is really a great tool for advertisement in general but with the twitter comparison it look a bit weak though!
Yep, IT likes its control. As the web becomes more social, I think it is beginning to threaten that control. Whether IT departments like it or not, they are going to need to start shifting their thinking in order to better support their organizations.
I think that you have one of the better sites in your niche and I check back often for new updates, best of luck with the site.
Its not that IT gets it wrong, its simply that the we do not understand everything related to the IT industry !
Trey, that's a great expansion & clarification. IT has issues with it's dual role of technology and security. New communication tools coming at such a fast pace, many IT departments simply can't keep up. I think it's also a deeper cultural issue as well. IT is usually filled with highly technical competent people – people who don't really socialize well. Many times the idea of sharing and social interaction via technology is a foreign concept to these tech types.
Oh, IT get's it wrong often enough. After 20+ years in large/medium/small corporate IT departments, I've seen it first hand. The good thing about most IT departments is that they can learn – the technology portion of their lives requires it. Change is inevitable and the hard part for many IT shops is the change is coming from a direction (society at large) that they rarely have to adapt to.
Social media is a tool that can be used to benefit businesses that are willing to think outside the typical PR box.Tickets FC Barcelona
For the record, I didn’t go to college… but I do stay current on threats and trends.
http://www.allfacebook.com/report-one-in-five-facebook-users-encounter-malware-2010-11
http://www.eweek.com/c/a/Security/Facebook-Privacy-Malware-and-Data-Breaches-Lead-News-725147/
http://futureoftheinternet.org/malware-on-facebook
http://www.csmonitor.com/Innovation/Horizons/2010/1124/Facebook-remains-thick-with-malware-report
http://www.f-secure.com/weblog/archives/00001517.html
Social media still has no demonstrable value in business; the only demonstrable value is the lost productivity from office workers spending too much time online.
Hi Lee!
Long time since we’ve had a chance to chat, isn’t it? Thanks for the links, but the problem is that you’re only looking at a single piece of the puzzle. The articles you linked to talk about issues that are continuously dealt with on software more mainstream than Facebook. Microsoft itself has enough malware issues that if they were the young upstarts today, would give any established organization pause to adopt their technologies. Facebook, Twitter, YouTube and others all address these issues in similar, and in some cases, more proactively than companies like Microsoft and Oracle.
The inconvenient truth is that traditional IT departments continue to dismiss exactly what technology is supposed to do. Make human interaction and communications simpler, easier, and more clear & honest. Simply using the same security scare tactics doesn’t work in the larger world, it only works in those organizations that choose to believe the lie.
Cheers!
R