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One of the things I have come to understand in my work in social network analysis is that being able to make sense of the connections -- the lines among us -- gives us access to questions and insights we might not otherwise have.
The decade ahead will see the emergence of the Next Generation Collaborative Enterprise that will leverage innovation and operational excellence without boundaries.
Now picture this. Priorities are set by clusters of experts that make decisions. Decisions are communicated real-time through social media applications. Work is shared on a secure collaboration technology platform. Individuals are able to apply themselves to the work based on their skills and availability, regardless of their geographic location. Expertise outside the Enterprise is included ‘on-demand’ to bring necessary knowledge to bear. Funding is directed based on milestones. Direct accountability is embedded into the social network. Finally, organizational functions become less relevant and ‘Re-orgs’ become obsolete. Leadership is defined as the ability to influence, envision and execute ― rather than the authority to command and control.
This quote from Mike Gotta tells you some of what's on the minds of execs trying to figure out the new media landscape.
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"Identity and security aspects of social media and social networking has become the most active research area I have right now - including topics such as brand monitoring and reputation. Social media inquiries have dominated by inquiry load since May - primarily driven by interest in Twitter and how to leverage that particular environment in a manner that satisfies risk concerns.."
I liked how Euan framed this one:
"Understanding that the technology is an enabler for exposing the value which can emerge from broader cultural shifts should help business better grasp the values which can be unlocked"
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Technology as the enabler is something often lost in the discussion. If you rush to tech, you're digging a deep hole that most companies never get out of. With definable business reasons backing up your web strategy, it's a helluva lot easier to see when and where things are breaking down.
Harvard's Berkman's Center hosted the chat, and outside of McAfee's usual enterprise 2.0 analysis, some of the best information emerges from the Q&A discussion. Skim through it when you have a chance, it's a good exchange.
It's easy to see why Cisco continues to be a model for innovation and efficiency after seeing its framework for using social media. They're always measuring the impact to the business and testing various ways to engage different constituences. Social Media Business Council also posted the slideshare presentation. Check out the last slide for some of Cisco's key takeaways.
Founder of the Dearing Group LLC., a consultancy focused on communications and sustainability.
George can be reached via email at george@dearinggroup.com or on social networks like Twitter, Facebook and Friendfeed. Subscribe to this site via RSS here.
Note: All content on this site is the personal opinion of George Dearing and doesn't represent the views of my past, current or future employers or their clients.
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