When I raise the topic of social enterprise with clients I will often get FUD (fear, uncertainty and doubt) comments, like "But people can just say what they like!" or "Why do we need social -- we've got [email, instant messaging, team sites, etc.]" or "What if someone posts inappropriate pictures?"
My favorite is the one that goes something like: "Social enterprise? You mean like Facebook for the enterprise? What a time waster!" When someone says this to me I like to tell them about Grace. Grace is my 14 year old niece and she is an absolute Facebook power user!
She "friended" me about a year ago. I was surprised by this as the only teenagers I have regular contact with -- my daughters -- absolutely will not friend me on Facebook.
I must admit that the last year as a FB friend of Grace has been educational and interesting. I have learned about the power of likes, been bemused by a never-ending series of "selfies" and even got to know about onesies (as sported by One Direction to the right)! I have also seen some things which have made it clear to me why my daughters don't want me looking over their virtual shoulders!
Getting back on topic, though, Grace has demonstrated to me the fundamental power of Facebook as a social tool and though it is being used (relentlessly!) by Grace to power her teenage social life, there are many lessons that can be applied to business.
Grace has friended all of her besties and uses the Facebook newsfeed to stay in touch with them on a daily basis. In a business context we use social tools to connect with and follow our colleagues, getting notified when they post a question or idea, or share a document. It's a simple, painless way to stay in touch.
Friends -- It's All About Quantity
Actually, Grace has 1,218 Facebook "friends." Of course, most of these aren't particularly close friends, but they serve an important purpose, which is to give Grace a bigger, more diverse pool of contacts than her much smaller group of BFFs and to give her more opportunity to find people with similar interests.
Grace is intuitively tapping into Metcalf's law, which says: "The value of a network is proportional to the square of the number of connected nodes in the system," which basically means, "the more connections, the better."
In business we have our social networks, that is, the colleagues and peers we work with on a day to day basis. Social enterprise tools let us extend these connections, by creating secondary connections with our colleague's colleagues and beyond. We create a social wirearchy that we can tap into, for example, to locate expertise outside of our immediate peers. It's within these "thin" connections that the real power of the social networks lie.
"Got a questions for ya"
When Grace wants to know who's going to see "One Direction" or needs an idea for her next drawing (she's quite a talented sketch artist, I have discovered), she reaches out to her Facebook friends. Grace is crowdsourcing, of course, and this is equally effective in business, allowing us to get rapid feedback to a new idea or question.
"Check this Out"
Grace and her friends love to share photos with each other and Facebook makes it a snap (sorry). In the workplace rather than photos we want to share documents, slide decks and useful links we've found. Social enterprise tools make sharing content with our colleagues easy.
"Like for a Like"
In the online world of Facebook "likes" are the chief currency and nothing is more valuable than getting a like for your posts. For a teenager, we know that being liked is central to their self-esteem; whereas as adults, while we still enjoy being validated, the "like" serves a more useful purpose. Likes help us identify the content that is more valuable as rated by our workmates -- a vital feature when we're wading through search results or document lists.
Grace doesn't waste time or prepaid credit on calls or text messages. She sees the status of her friends on Facebook, making contact once they come online. The same goes for social tools at work -- they let us know when our colleagues are available to be contacted, helping us avoid unnecessary calls or phone tag.
"Did You Hear?"
Nothing spreads faster than a juicy tidbit in Grace's network. Similarly, for rapid distribution of company news and updates a social network is a fantastic communications channel.
"It's Your Move"
In Facebook, Grace can play games where she is rewarded for reaching new levels. Gamification can also be used to encourage behaviours that drive participation in your social enterprise tool (e.g., Awarding badges for posting lots of questions, or replying to other's questions).
Last but not least Facebook is all about having a rockin' profile picture. You should have a profile picture (rockin' is optional) in your organization's social tool, too -- it's very personalizing in an organization to be able to see who we're dealing with -- it helps create stronger connections.
In fact, having a rich staff profile -- with a photo, but also including information like our skills, interests, hobbies -- is an important foundation of a social enterprise, helping us to know (our colleagues) and to be known.
So, there you have it -- the case for Facebook for the enterprise. The next time you get some comment about social enterprise being "just like Facebook" you can tell them "damn right!"
Editor's Note: To read more by Andrew, try Social Activity Streams: Can They Replace Email?