Enterprise 2.0 is making me cranky again

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Enterprise 2.0 is one of those terms that’s been going around business circles for the past few years. I’m not sure it ever really meant anything sensible and I’m not sure it is a meaningful way to approach a very real problem in business.

The big problem we face in business is that of communication. We face challenges in communicating with each other, with our consumers, our staff and with other stakeholders such as boards, the general public and government.

If communication is the problem then I don’t really understand how enterprise 2.0 is the answer. Rarely has the answer to an actual business problem been to throw another layer of technology at it.

The people, like Dion Hinchcliffe, who are approaching this problem from the angle of social business design seem to have more relevance and more insight to offer.

But if one more person suggests that simply installing YASMT (Yet Another Social Media Tool) as the solution to the problems of internal or external communication in business I will probably throw something (possibly a crying tantrum on the floor).

If anyone seriously wants to tell me that installing something like Yammer or Jive (both tools I’m a real fan of) or the latest trendy thing will miraculously transform a company into a happy tribe singing kumbuya around a campfire I’ve got some reality to introduce them to.

Success in changing how people behave in organisations rarely happens from randomly throwing tools into the workplace without a plan. I’ve been re-visiting Steven Covey’s 7 Habits of Highly Effective People (inspired by the MEGA NSW program) and these remind me of some important things that are also useful to consider when creating change within organisations.

  • Habit 1: Be Proactive
  • Habit 2: Begin with the End in Mind
  • Habit 3: Put First Things First
  • Habit 4: Think Win-Win
  • Habit 5: Seek First to Understand, then to be understood
  • Habit 6: Synergize
  • Habit 7: Sharpen the Saw

These are all good points to keep in mind when embarking on an effort to change the way people behave. And behavioural change is the intended outcome of most enterprise 2.0 efforts.

Typically I see enterprise 2.0 programs rolled out in a big bang way, with little appreciation for the need to start small and to use an iterative approach based on results and feedback to improve and extend the program.

Alternatively I see the approach where an executive within the organisation notes that they already own product ‘x’ and just install it and call enterprise 2.0 done.

Each of these approaches has the seeds of its own failure built-in. Take up rates can be low, user behaviour may not be that desired by management without effective rules of engagement spelled out, results might be hard to measure if metrics were not part of the design.

In an ideal world people would think about the end they seek to create and determine a path towards it. The tools would be among the last considerations in this instance.

Instead the key considerations are people, how they behave now and any barriers to changing their behaviour. Also key is understanding why people might agree to change. Then last of all comes the technology that might assist in delivering the desired change.

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3 Replies to “Enterprise 2.0 is making me cranky again”

  1. The cool thing about Enterprise 2.0 is that everything now is / should be social. The bad thing is also the same statement. By bringing the plethora of conversations in from the consumer cold we are effectively hit by data deluge. We’re hit by too many conversations going on across too many channels. Enterprise 2.0 success relies on choosing wisely your most effective outbound communication / customer connection channels and creating an inbound listening grid so that you are able to make sense of the data deluge. Being hard wired to a few networks is myopic. Customers evolve, networks evolve and conversations migrate. Influence appears in many different places – its location and its effect is not static.
    @snoutley

  2. For me its not the over focus on the technology solutions, but the over simplification of the whole change and innovation process (i.e. its not not about the technology). That’s when the injection of the technology becomes an issue. However, it is also interesting to see how some technologies can provide the catalyst for change (i.e. CxO’s influenced by their experience of using an ipad)… but I think that simply reveals how complex the change process is and that there are all sorts of levers and effects we need to understand. BTW did you see the laster post by Dion? http://www.dachisgroup.com/2011/05/organizing-for-social-business-the-issues/

  3. The suggertion that technology solves behavioral problems without addressing them is one of the things that frustrates me as well. However, as long as people are selling the “how-tos” without addressing the real problems, we’ll have no lack of work.

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