Social Media to Social Business

Nice post at HBR blogs by David Armano about social media becoming social business. David makes the point that organizations today are understanding more the value of conversations and hence the value of being social in terms of business functions. Two parts where i feel he makes some important points:

On one hand, the public desires authentic interactions in social spaces from real people. There is now an expectation for real-time response. On the other, a business or organization requires a system to be in place that coordinates activities.


Organizations that integrate social into how they do business will embrace social as a layer that’s woven into the fabric of each business function over time.

Look at it carefully, and it seems we are rediscovering something inherent here. Why i say rediscover is because these reminded me of what i understood of Enterprise 2.0, as an organization form rather than the technology which enabled, in some ways necessitated the change in the form of the organization. These discussions were happening not too long ago, something i have written about before.

I am not sure many organizations have reached the stage where they are looking at an E2.0 form of working, and we dont yet have an understanding of of what this form would be. One aspect, for example, is whether hierarchies would remain in the E2.0 era, or would they disappear, or would we see them morph into something different from what they have been.

Are you seeing changes in the organization form? The way i see it, i see changes in the way people are interacting when it comes to work, these interactions becoming more social, but when it comes to organizations, this change would be far more gradual.


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