[ I originally published this post on the Headshift blog in 2009. ]
Recently I had the opportunity to present one of our case studies at the Social Media for Business Meetup Group in NYC. It was the inaugural meetup, which I am co-organizing together with Daniel Leslie from Reflexions Data. At the heart of the group is, besides networking, the idea to talk about concrete business needs and showcase how organizations have addressed those using social tools. At our first session we looked at internal communications and employee engagement. Presentation below:
The way organizations perceive their ‘human capital’ has apparently changed as well. Most organizations state that they value their employees and welcome active participation. All too often this is in stark contrast to reality. To understand an organization’s true corporate culture it is sometimes best to simply look at the office layouts and technology provided to employees. How can you honestly believe in employee engagement and participation if you lock people into cubicle farms and give them tools that severely restrict them from communicating and connecting freely with each other?
The cafeteria, hallway or watercooler are the only true social spaces in most organizations. That’s where people meet, discuss, learn. If the early KM era has taught us anything at all, then it’s that knowledge can’t be extracted, stored and archived. It was a flawed and in the end a very costly belief. Knowledge is inherently attached to people. Thus, instead of connecting people with documents, we need to connect people with people. And that’s why chatter in cafeterias, hallways and at watercoolers are so important. Check out Gil Yehuda’s observation why smokers seem to know everything and everyone.
Obviously, these offline social spaces don’t scale very well. Social tools reflect better than traditional IT systems how humans really communicate and connect. With those kind of tools organizations do have the possibility to create the digital watercooler and thus take advantage of its benefits enterprise-wide.
Installing social tools is not a challenge. The challenge are people and their perceived risks associated with the usage of those kind of tools. One of those risks for example is gossiping. Well, gossiping is actually an important social activity. It separates the insiders from the outsiders and by that creates a stronger social bond between insiders (thus all employees + management). But apart from that, will people gossip in front of the CEO? No? So, why would they gossip in an open space, where every word is attributable? People might gossip in the hallway, where they can have private conversations, but not on the company’s forum, blog, wiki or what have you. Another perceived risk is that the free flow of communication can be used for creating movements among employees against unfavorable decisions taken by the management.
What a lot of people don’t understand is that internal systems are not the World Wild Web. It’s a controlled environment, and as such comes already with underlying norms and principles. Still, organizations seem to highly distrust their employees and prefer locking them into cubicles and systems willingly accepting the deficiencies of this approach. But the growing discrepancy between the open communication people enjoy on the Internet and the highly restrictive environment people are faced with at work is becoming a major headache for organization.
In my presentation I talked about the case of the law firm Heller Ehrman. The firm got into very rough waters last year and subsequently dissolved. The dissolution did not happen over night. It was a long and painstaking process full of anxiety, fears but also glimmers of hope. Naturally, employees wanted to connect with each other, but most importantly ask for and provide help and support. But the firm did not provide a platform to address these needs. Consequently, one employee set up a WordPress blog on the Internet, which soon became a refuge for his co-workers and probably a nightmare for the firm. If you have time you should read the blog’s Dos and Don’ts – they show in a very plain and honest way that employees are not evil but passionate and caring individuals. If people really want to bad-mouth and spread rumor they will do so using highly visible websites and blogs like ‘Above the Law‘.
Learning from this and other negative examples, progressive organizations are starting to embrace social tools to give people a true platform for engagement, communication and support. I presented the work that we did for the Barnet Council in London. The Council went through a major change management program to meet new needs and challenges. Rather than pushing it down from top to bottom, the Council felt that anyone in the organization should have the possibility to become a change agent and turned the communication upside-down. We installed a system which allows the Council to publish news, but at the same time have an open conversation about new developments. A forum provided the employees with a tool to drive their own agenda and points of interest. Interestingly, the system did allow for anonymity, but that functionality was very rarely used. Included in the platform was the ability to create ad-hoc project spaces to allow the collaboration on specific programs, issues etc.
The technology aspect of the project was not a big challenge, but it did require a bold step by the Barnet Council, trust in its employees and understanding the changing tides in internal communications.