Social Business Design is the idea of utilizing social media and emerging technology to transform the organizational structure of a business. Its not just about connecting with consumers, although that’s a great part of it, but moving beyond and applying these ideas to create a dynamic business culture with more seamless connections.
Businesses are using technologies such as wikis, blogs, tags, social networking, RSS feeds and other social software to streamline internal and external communications. Employees at Ikea uses SocialTexts, a private micro blogging network. Shell transferred official documents to a wiki format. With the ability for real-time information and collaboration, real efficiencies are created.
Not only does it make sense in terms of speed, connectivity and cost reduction, but there is something more intangible that comes into play. With a more open communication design comes the opportunity to become a more flat organization. And not just become more flat, but really feel flat. We have begun to see the impact of social media on businesses and how this sense of direct connection can change consumer behaviors. Now imagine the benefits that would come from creating that connection with your employees.
As always, there are cons to the aforementioned pros. The hurdles stem from risk, trust and control. For some companies, the idea of freely flowing information might induce sweat, heart palpitations and nausea (for example, check out this list of company’s policies on technology and social media use.)
To help ease the transition, some “best practices” are coming to the surface. For a high level perspective on how to navigate this arena, check out Dion Hinchcliffe’s blog. And for a more tactical view, Michael Faber outlines a few types of tools paired with various goals here. As well, the Dachis Group and Altimeter are consulting organizations pioneering this field as it grows and entities look for support.
We have integrated technology into our daily routine through our intranet portal, open database system, blog and twitter account, and continually work to improve processes (No, seriously. Standing weekly meeting.) But whether innovating or barely keeping up, its important not to lose focus. The goal is to empower the company’s best resources – human capital.
So, what technologies would empower you in your job?
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