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?
I’d like to take a minute and tell you a bit about the concept of Behind The Firewall and what this project is about.
Behind The Firewall is an ongoing project of Arik Hanson and myself to explore the uses of social media inside companies. Our goal is to uncover the ideas, recommendations, solutions, and experiences of internal communicators, marketers, collaboration experts, team & project leads, and really anyone who is working to empower their organization through the use of social media.
There are always challenges in doing something new. Inside a large corporation, we run across a number of things that can keep innovation from occurring, or at least, minimizes the change brought about by innovation.
Social media is one of those combination’s of skills, tool-sets, and creativity. It challenges the accepted practices of the old guard and makes companies (i.e. groups of people working together) uncomfortable.
Perceptions
Of course, a discussion of the challenges of social media within an organization has to start somewhere, and one of the most critical things folks will run across is it’s perception. Many people already have an idea of what social media is, what it’s used for, and who uses it.
Of course, the problem with perceptions is that they’re often wrong. It’s your first job to start either changing the perception, or more importantly, setting them. People usually will give you a chance to explain something new before really making a judgment call on it. Give them the wrong impression, and you’ve then set a perception about what you’re doing that you’ll have to work hard to overcome. Take the time to really understand who you’re talking to before trying to tell people about what social media can do.
Culture
Another challenge to exploring corporate social media use is the culture in that company. Many conservative organizations have very rigid structures, several management levels, and an entrenched bureaucracy to deal with. Overcoming this impediment takes time, once again to learn the culture and how it works.
The opportunity in this should be to make connections to the influencers in the company. These folks are usually more open to new ideas, and can often be approachable, even if some of their team says otherwise. Most people that gain attention inside any organization have good ideas and management pays attention to folks with good ideas. Work on developing a relationship with these folks because they have the potential to become your most powerful advocates for change.
Education
This is key and one of the more important things to focus on. When given the chance, always try to educate rather than preach – we all hear enough hype and buzz already. Education on the value of social media is crucial to gaining trust on the topic with middle management. Keep the explanations simple, to the point, and most importantly, relevant to either the business or the manager’s scope of responsibility. Anything more than that can sometimes confuse the point you’re trying to share.
Secondly on the point of education, make sure to keep it short. Don’t expect managers to appreciate a two hour or longer training session. If you can’t communicate that in an hour, you’re being too verbose. Actually, figure only 30 minutes for a 1 hour session because of the overhead of training managers.
More to Come
Of course, there’s much more to it all and even the points talked about here offer themselves to additional detail and discussion. I look to continue delving into the challenges & opportunities of bringing social media inside companies, behind the firewall.
Behind The Firewall is an ongoing series of blog posts, Twitter chats and more. Created and lead by Arik Hanson and Rick Mahn, these discussions explore the world of the social web inside companies & organizations, “Behind The Firewall” if you will.
There’s a magazine I’ve been contributing to for almost three years, and if you’re looking for a great resource on personal branding and career growth, I highly recommend it!
Summary: Volume 3, Issue 3 is about becoming so important to your company, your customers and the people around you, that they can’t live without you. When that occurs, you’ll be making more money, have better relationships and wield a powerful personal brand. In this issue, Seth Godin reveals his hope for career revolutionaries who want to remain relevant in a world that is being transformed by the internet. Also, in this issue we explore how Guy Fieri has built his personal brand as a television personality on the food network and how NFL football player Jarvis Green has taken the leap into entrepreneurship.
If you’re simply curious and would like to sample the magazine rather than a full subscription, check out the sample issue here: www.personalbrandingsample.com
I had the great opportunity to talk with Pamela Muldoon, host of Next Stage Business Radio. Our own Social Media Breakfast (SMBMSP) was highlighted as the organization of the week and I got to share some insights about our organization on Saturday, January 23rd, 2010.
Next Stage Business Radio brings “local and national experts, business owners, and thought leaders for tips, techniques and resources on starting, building and maintaining a successful small business” every week.
Join us for the January show in which we talk with Thomas Knoll about the startup culture and how it differs from the tech-heavy silicon valley to our own Minneapolis/St. Paul area. Upcoming events are talked about, and we welcome new members to the SMBMSP online family.
“We are not enemies but friends.” Live your life. Completely. Without fear. Live it with Love, compassion, empathy, tolerance and joy. Treat every person with the kindness, respect and dignity they deserve by the very virtue of being a human being.
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.
I’d like to take a minute and tell you a bit about the concept of Behind The Firewall and what this project is about.
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