Why top-down transformation works

Many social enterprise advocates reverse this order of priority, emphasizing the importance of things like empowerment, egalitarianism and engagement in creating the kind of cultural environment that enables employees to leverage social tools most effectively. As an extension of that argument, they’ll emphasize that more hierarchical and command-and-control environments are not only not conducive to social technologies, but that they’re antithetical to them. As well intentioned as these ideas may be, they’re a little bit misguided and maybe even counterproductive. The truth of the matter is that social technologies can work perfectly well in more traditional cultures because of the ways in which they can enhance efficiency and effectiveness. Especially in the short term, performance values may be the biggest drivers of adoption, so their importance should be emphasized rather than minimized.
(via The Bricks and Mortar of Digital Transformation)

Why top-down transformation works

Many social enterprise advocates reverse this order of priority, emphasizing the importance of things like empowerment, egalitarianism and engagement in creating the kind of cultural environment that enables employees to leverage social tools most effectively. As an extension of that argument, they’ll emphasize that more hierarchical and command-and-control environments are not only not conducive to social technologies, but that they’re antithetical to them. As well intentioned as these ideas may be, they’re a little bit misguided and maybe even counterproductive. The truth of the matter is that social technologies can work perfectly well in more traditional cultures because of the ways in which they can enhance efficiency and effectiveness. Especially in the short term, performance values may be the biggest drivers of adoption, so their importance should be emphasized rather than minimized.

(via The Bricks and Mortar of Digital Transformation)

The collaboration pyramid

For enterprise-wide collaboration to happen, the community building and cooperation must stretch beyond any barriers such as organizations, time, and place. Groupthink, organizational silos, and structures cannot be allowed to limit the ability for one or several organizations to collaborate efficiently and effectively as enterprise. If the enterprise as a whole is not one single community, and if people don’t cooperate freely within and cross organizations involved in the enterprise, then enterprise collaboration will fail.

(via The Content Economy: Standing On The Shoulders Of Giants)

The collaboration pyramid

For enterprise-wide collaboration to happen, the community building and cooperation must stretch beyond any barriers such as organizations, time, and place. Groupthink, organizational silos, and structures cannot be allowed to limit the ability for one or several organizations to collaborate efficiently and effectively as enterprise. If the enterprise as a whole is not one single community, and if people don’t cooperate freely within and cross organizations involved in the enterprise, then enterprise collaboration will fail.

(via The Content Economy: Standing On The Shoulders Of Giants)

MasterCard employees listen, and become brand ambassadors

Social media training program began in earnest with the launch of  Conversation Suite, a social media listening program created to showcase the millions of the relevant conversations about the MasterCard brand now displayed on a 40 foot LED monitor in the center of MasterCard headquarters.
Rather than just a piece of eye candy, Conversation Suites is now part of a four phase strategy to educate, empower and encourage all the 8,000 MasterCard employees to become brand ambassadors.

(via Social Media: Moving From Danger To Brand Building Opportunity)

MasterCard employees listen, and become brand ambassadors

Social media training program began in earnest with the launch of  Conversation Suite, a social media listening program created to showcase the millions of the relevant conversations about the MasterCard brand now displayed on a 40 foot LED monitor in the center of MasterCard headquarters.

Rather than just a piece of eye candy, Conversation Suites is now part of a four phase strategy to educate, empower and encourage all the 8,000 MasterCard employees to become brand ambassadors.

(via Social Media: Moving From Danger To Brand Building Opportunity)


Social business is a means to an end.
Our ultimate goal is not “to become a social business”; our goal is to communicate more effectively both inside and outside the organisation. Too many social business projects concentrated on adoption – how to get people into a network – rather than what they will use it for once they’re there. In our experience, this is the wrong way round – by clearly identifying the business processes a social network will be used for, adoption follows automatically, because people are compelled to use the network to get their job done.

(via Social Business For Real Work)

Social business is a means to an end.

Our ultimate goal is not “to become a social business”; our goal is to communicate more effectively both inside and outside the organisation. Too many social business projects concentrated on adoption – how to get people into a network – rather than what they will use it for once they’re there. In our experience, this is the wrong way round – by clearly identifying the business processes a social network will be used for, adoption follows automatically, because people are compelled to use the network to get their job done.

(via Social Business For Real Work)

Traditional approaches to innovation — such as focus groups or market research — don’t take advantage of the collective knowledge trapped within the many different departments, divisions or teams of an enterprise. Social platforms are well-suited to breaking through these barriers. They can significantly increase the scale of an innovation initiative.

4 principles for pairing innovation and social platforms:

  • Establish a problem statement and a structure with business processes around it
  • Create an environment of trust and engagement among participants from diverse areas
  • Build effective leadership teams to pursue the 2 principles above, communicate clear goals and serve as role models
  • Program management should focus on on participation, collaboration and goals more than status reports, risk and identifying issues.

Harness Your Social Platforms for Innovation: 4 Essential Principles

A new study from Carnegie Mellon University found that up to a third of U.S. businesses were checking applicants out on social media early in the hiring process. Among them, the researchers found discrimination tied to affiliation with a political party. (See Wall Street Journal summary here.)
(via The Surprising Ways Social Media Posts Bias Hiring Managers | Fast Company | Business Innovation)

A new study from Carnegie Mellon University found that up to a third of U.S. businesses were checking applicants out on social media early in the hiring process. Among them, the researchers found discrimination tied to affiliation with a political party. (See Wall Street Journal summary here.)

(via The Surprising Ways Social Media Posts Bias Hiring Managers | Fast Company | Business Innovation)

Ignoring what happens in social media is not a viable legal strategy.

Kabrina Krebel Chang and Gerald C Kane

Managers must remain cognizant of employees’ online activity, even when it happens outside of work hours and work computers. The Philadelphia Police Department was sued for creating a racially hostile work environment through social media. A blog started by a white police sergeant and dedicated to law enforcement issues deteriorated into posts about questionable law enforcement practices such as racial profiling. These issues, discussed by employees online and at work, became racially derogatory; as a result, a complaint was filed on the basis that the blog created a hostile work environment for nonwhite officers. The department chose to settle the case out of court.

Walking the Legal Tightrope of Social Business | MIT Sloan Management Review

Total adopters compared to adoption stages.
The S-shaped brown curve indicates total number of adopters as your organization progresses along the adoption curve (blue bell curve). You use total adopters curve to help you determine when it’s time to switch tactics. In reality, it’s likely to flatten out much sooner than the theoretical model shown here.
(via How To Revive Social Business Adoption - InformationWeek)

Total adopters compared to adoption stages.

The S-shaped brown curve indicates total number of adopters as your organization progresses along the adoption curve (blue bell curve). You use total adopters curve to help you determine when it’s time to switch tactics. In reality, it’s likely to flatten out much sooner than the theoretical model shown here.

(via How To Revive Social Business Adoption - InformationWeek)