illustration source – Wikipedia

I admit I’m one of those people who roll their eyes – as Oliver Marks put it in his most apt post on ZDNet – when I hear Twitter, Facebook (two examples for this post) and the likes for enterprise collaboration. My pupils probably totally disappear when I hear “social media”. Add “expert” or “guru” – let’s not leave the “influencers” out of that equation – to that sentence and I’m transformed into an eye-rolling-face-cringing individual. It’s not a pretty sight, mind you. The Pied Piper of Hamelin – illustrated above – comes to mind if I were to observe the social media mayhem from Hanover.

Now, now children, before you start throwing tantrums, bear with me a little.

The word social is so overly used in the context of emergent technologies that I doubt most people comprehend the message they themselves wish to deliver by the usage of that term. Applications that provide platforms for communities to seamlessly interact and engage in dialogues no doubt should be embraced. But, by whom and for what purpose?

Twitter and Facebook are excellent mediums for branding, advertising or marketing of a product or service. With real-time interfaces and very little cost, both platforms allow instant response and communication between clients and customers. They should be utilized by marketing, customer service or advertising guys or gals, of any size business. The trick though? Have a clear message, same one as you’d normally use in traditional medium.

Confusion has arisen because some of the same category of people mentioned above, have evangelized social media, for their own gain, to the point that they claim the entire company should actively use Twitter and Facebook while at work. In other words, if your employees or you aren’t tweeting or updating your status – about work maybe (?), to the entire world – during hours that you are paid top dollars to complete assignments, you aren’t embracing “revolutionary” tools, never mind that in the process your productivity declines – multiply your employees with time spent on Twitter and/or Facebook unrelated to work, I guarantee the numbers will be staggering. Emergent technologies are now tools for employees to cheat the very company that feeds them? Really?!

By now, I should probably reveal that I’m an advocate for enterprises. Since I’m coming clean, let me also add, aside from a fleeting boost of ego, number of followers or “friends” on Twitter or Facebook is absolutely meaningless, even if you see some self-proclaimed heavyweight Twitterers claim otherwise. Personally, this popularity contest would have been fun if I were still in middle or high school. But alas, I’ve matured since then – my family may dispute though.

It goes without saying if all of Twitter and Facebook employees are tweeting or updating their Facebook statuses, it’s to their advantage: they benefit directly and have vested interest. Now, if our coders did the same, I wouldn’t be a happy camper, not when we have demanding clients paying us top dollars to take care of their problems. Would you?

Perhaps I’m one of the child who didn’t quite hear – or just stopped following – the Pied Piper of social media. Now if you are an Enterprise 2.0 conference goer, you too decided not to follow the Pied Piper and are in Hanover shaking heads with me…

There, children, so I’ve finally said it. Still tantrums?

Tags: Collaboration, enterprise, enterprise 2.0, Facebook, Pied Piper of Hamelin, Social Media, Twitter, ZDNet
Posted in Social Media, Technology |