Taking the Necessary Next Steps

Created on Wednesday, 08 June 2011 15:54

Written by Jacob Morgan

Thus far we have looked at a few interesting topics around enterprise collaboration such as the unique benefits of emergent social software and the ROI of collaboration.  But, where do organizations actually start if they want to seriously consider investing in these tools and strategies?

I recognize that organizations have varying strengths and weaknesses and that they are all stating at different levels. 

Furthermore, I strongly believe that linear step-by-step approaches to social business are going to fail because they don’t allow for adaptation or for flexibility. The best way to answer the “what now” question is by taking a look at an adaptive social business framework that Chess Media Group has created.

As you can see there are five core spheres which are: goals and objectives, organizational culture, process, technology, and governance.  These five spheres are what allow an organization to evolve towards a becoming a social business. 

The purpose of the framework is to provide a descriptive NOT a prescriptive approach for organizations interested in social business.  This means that you don’t have to start at the top and work clockwise.  Use this model however  you chose to and start wherever it makes sense for your organization.  Based on the research that was conducted these are the five common areas that organizations need to consider when exploring social business.  Under each of these five key areas are several elements which make up each sphere.  For example, when exploring the “technology” sphere some of the key elements to consider there are: selecting the proper tools, being able to integrate tools together, and training employees to use the tools.  

For those of you thinking, “wait a minute, this can be applied to various strategic initiatives and not just social business,” you’re absolutely right, and that is the point.  Social isn’t meant to replace business nor is it meant to be looked at as an add-on.  It’s business as usual.

Your organization might be strong in two of the five areas mentioned above whereas a competitor might strong in four of the five areas mentioned above.  The key here is to understand where your weaknesses are and what you need to do to correct them.

This framework should be discussed with the relevant team that is going to be responsible for this initiative.  While it still useful to look at this model individually it is ultimately the group that is going to make sure this succeeds.  

Using this framework as a model for social business strategy will help make sure that your organization is addressing all of the necessary elements of a social business.