Cynics sneer at what they characterize as the Kumbaya tone of some social media advocates. As far as these cynics (or as they prefer to say, realists) are concerned, only Pollyanna would make such rosy projections of network effects and community building. Exhortations to share and share alike, or to just give your personal intellectual property away without charge or expectation of reciprocity are met with disbelief. This is so far outside the reality of life within many businesses that it’s not surprising that management occasionally finds the social media talk high on new age bromides and low on concrete facts.
One of the problems facing those of us who try to explain the value of Enterprise 2.0 tools is that most companies have not measured the cost to the enterprise of their failure to nurture internal social networks and a spirit of collaboration. Does management know how many deals weren’t closed because expertise was hidden rather than shared? Has management measured the hits to efficiency and effectiveness that result when critical information is buried in a silo rather than easily accessible via the community? Does management understand the impact that dysfunctional communities have on employee morale and productivity?
Until you’ve counted the cost of a dysfunctional community, how can you properly value the potential benefits of social media tools that could help build and strengthen a healthy community?
[Photo Credit: Niall Kennedy]