A novel to enlarge points of view of 2.0 wave in companies, while some of them are frightened by 2.0 applications and uses in their walls. An Inside report, full of concrete and real acts, hopeful I swear…
Companies are still shy about social platforms usings in the field of their core business, and with their employees. But nobody can’t now ignore the generation Y, because of its potential and in the way they’re now building the next future stories of companies behaviors, renewal of old process, reshaping our habits. But some of them, even in the most important corps, do. They seem to be hypnotized, sometimes by surprise, but by the fear and threat they seem to feel too. Fear? Yes, for sure. The battle for information is since several years, settled down in all commitments, and often produce rude wars. Audience can make the fire bigger, and that’s why, there’s an inside, invisible and covering curse, that is named “ability to express yourself without any control”, ability eased by 2.0 tools and practices. Mistrust now makes the deal, and enemies of social web are spreading new rules to slow use of it, setting control panels for users, but instead of controlling users, trying to control contents. An endless quest, far from reach, and difficult to achieve. Companies often make mistakes, are wrong about the target: controlling why not, if control makes higher quality of contents, participation and moderation; but if the aim is controlling contents, all of it, from reading to forbid using, it’s not why I call “a progress, exploiting all potential”. They might have lots of give up in jobs, in the genY rows…Because, they’re born in, with it, by it. They don’t know how to manage without such behaviors and work inhabits.
We can say social web facilitate spreading ego behaviors and self promotion, but why would it be bad, according the fact that you work for a company, which could exploit, serve its interests, by using your personal shining success, mixing it with its own brand…Be sure some do it. Why gen Y couldn’t use social web (Facebook, LinkedIn…) as they use their mobile – personal stuff btw -, at the office?
But there’re really some obvious advantages, pros for social apps. According to McKinsey ‘s last survey “building the web 2.0” and others, we can underline 4 among them, probably more to follow…
1) Inside communication, by the fact that is facilitated, speeded, with IM, micro-blogging and so long
2) Companies events, organisation, subscriptions management and the ability to react live, comment and make the events more alive and real time
3) Training and coaching, ability to follow more efficiency employees and executives, in their career, wish and next steps of progression; some bad advisors may see another “big brother” in there, maybe, maybe not…a risk to remind
4) Innovation and change management, ability to move quickly; immobile corps are dead and social apps can make you go faster and a step ahead, before competitors
So, we talked about controlling yes, but controlling users, some identified users with potential, treating them as stars, leveraging their work, facilitating communication, can get you on the highest step of the wall. And become the star of Gen Y, a company where youngest like to work in, a innovating brand, forecasting the future, leading markets.
I know it’s really difficult not to control brand, valuation and goodwill of a company, but I’m afraid it’s quite now really impossible in the facts: that’s why, set your efforts on moderators, opinion leaders and not on what they write/say. Add them on levels of strategy, they’re the most adequate way to buzz and take the information to the highest leverages levels to consumers and stocks markets. Communication is a hard job but let’s jump from public relation to public relationship, warmer and more friendly. And be sure the most thing to avoid: block, forbid using of it will drive to internal revolution, bad notoriety and something like rejection of brand…
You can visit this new expert’s site for talent management…and if you like to gear up, read this funny guide…funny, but real. Don’t forget.