« Social Software Adoption: Why Law Firms Get It Wrong (and How to Get It Right) | Main | The Winner is... »

April 29, 2009


Feed You can follow this conversation by subscribing to the comment feed for this post.

Alexander Crépin

Dear Michael,

very interesting post. Looking to social media from an HR point of view, I am very much fascinated by the changes that will occur when introduction of social media in corporate environments.

I beleive that the employees will be the drivers behind this proces. Unlike previous technological innovations, social media are rapidly entering our homes and people are getting familiair with the opportunities that social media offer. So I think that employees are experiencing privately what a 2.0 culture implies.
The challenge for organisations is to enable employees to show this 2.0 attitude in their professional lives as well.
I believe that by inviting employees who are privately active with social media to start using 2.0 media in their work, organisations could make an interesting move towards a collaborative effectively interacting culture.

Alexander Crépin

social software

“Social media marketing is the best online promotional strategy available today.

Eugene Eric Kim

I agree with Thomas's general premise of social comfort. I also agree that starting internally is critical, but not necessarily for the purpose of developing social comfort, at least not at an individual level.

The reason Internet tools have been so transformative is that they've catalyzed change in organizations from the outside-in. Marcia Conner (whom you know) has pointed out that, today, individuals can experience enterprise tools before they are adopted by the enterprise. That wasn't the case 10 years ago, and it was barely the case five years ago. The list of examples is long: IM (one of the oldest and best case studies for enterprise social media), blogs, wikis. It even includes tools that have more traditional enterprise roots such as Internet file sharing and conference calls / desktop sharing.

Internal deployments potentially offer a space for developing social comfort, but it's more important for developing organizational norms. While social comfort at an individual level may grease the wheels for the norming process, it can't replace it. Companies who try to deploy these tools for external communication without developing internal organizationals norms are likely to flounder or fail.

I like your value matrix overall, as it emphasizes the evolution of cultural shift within an enterprise.

shared office space

I also agree on Thomas's general premise of social comfort. Social comfort is something that we must develop.



What is most difficult is to measure the benefits of social software.

The comments to this entry are closed.

My Photo

Twitter Updates

    follow me on Twitter