It should come as no surprise that a one-dimensional approach to network “deployment” will yield lackluster results. In the heyday of the Enterprise 2.0 movement, it was largely IT that introduced social networks to the workforce. The mistake that many customers made in those early days was viewing social networks as a technology platform vs. an organizational catalyst for transformation. Even if the initial use cases were solid, and vendors provided initial on-ramp training, the true power of a connected workforce would not emerge. Social software is much more than the sum of its technical parts. In fact, you could argue the opposite is true. Organizations that took a multi-departmental approach to rolling out ESNs, have proven to be successful, are still growing, and have produced outsized returns to their organizations.
Learning to work in a connected, flat, transparent, and highly collaborative manner invariably surfaces tensions that require intra-organizational re-thinking. They demand a new type of leadership.
Petty arguments that erupt over jurisdiction, approvals, roles, decision-making, authority, and budget allocation are exposed and rendered useless and highly unproductive when vibrant networks connect and share. It’s one of the reasons why rigorous command and control, hierarchical models can’t survive in a healthy, transparent and functionally strong social network.
When we started assembling the members of Change Agents Worldwide, we knew we’d need a cross-disciplinary team that was equally adept at the mechanics and Zen of working in an open network, as well as experienced in the disciplines required to deliver true organizational change. We’re also becoming more and more knowledgable about the science and practical application of Social Network Analysis (SNA). In mapping our own expertise,* you can see although we share many competencies, our social map demonstrates a visualization of the skills required to truly help large organizations take steps toward building a future workplace.
If your Enterprise Social Network has stalled, or you’re not seeing these outsized results, we can help you start extracting the value out of your existing investment. If you truly want to experience what it feels like to be surrounded with this sort of expertise, we invite you to join us in our Green Room. It’s free, and we will swarm you with ideas on how to approach your organizational issue.
(Cross-posted @ Change Agents Worldwide » Susan Scrupski | Change Agents Worldwide)