Organizations 2.0: The impact of social networks on the company

Exposing and sharing knowledge is the best stimulus for the generation of new knowledge, and for the continuous improvement of the quality and breadth of the knowledge already available.

Organizations should not overlook this premise, much less in an era like the present, in which the focus is not on the means of production, nor on efficiency and scalability, but on talent and shared knowledge. The good, the excellent news is that today we have the right tools to communicate without barriers, to share information and to collaborate in the construction of Collective Intelligence. These are precisely the objectives of what is known as social software. In today’s conversation we are going to see what is the impact of these tools on the functioning of organizations.

A strategic technology

The consulting firm Gartner has highlighted social software as one of the 10 strategic technologies that will mark the future of companies in the next 3 years. According to its forecasts, social networks for communication and collaboration will condition the plans, programs and business initiatives of organizations, because they are practices already widespread in the market, and not developing them in time can pose a high risk compared to competitors. Gartner recommends that companies explore and analyze the possibilities offered by social software when it comes to adding value to their business models and initiatives. Early adoption can translate into a strategic and competitive advantage for the company. But what exactly can social software contribute to the operation of an organization? There are several fields in which the intelligent use of this technology can make a difference. Let’s take a look at them:

Internal communication to overcome “bottlenecks”

The dissemination of information is one of the pending issues for many companies, especially for those that have reached a certain size. The problem is that information does not always reach its final destination. Sometimes it is the structure of the organization itself that imposes barriers, for example, with the traditional division into departments. On other occasions it is internal conflicts and struggles that limit the flow. Nor can we forget the existence of managers who choose to withhold and even hide information to justify their position and position in the organizational chart. The end result is the famous “bottlenecks” that prevent information from circulating freely. The use of social software as an internal communication tool can help us break down these barriers, as it gives each employee the possibility of obtaining first-hand information, and the opportunity to collaborate with collective knowledge with their contributions.

Strengthening relationships and engagement

Once barriers and “bottlenecks” are removed, information can flow in all directions, not just from top to bottom, as was traditionally the case. This new situation – which can be described as revolutionary – stimulates the participation of all employees in the new conversations that are emerging within the organization. As new “conversations” emerge – concrete processes of contact and shared construction of knowledge – interpersonal relationships are strengthened, and motivation and the level of commitment increase. Knowledge is exposed for all to see. Everyone can participate. Employees perceive that their contributions have real value and are taken into account, and collaboration is finally presented as a tangible experience. The result is clear: the organization is shaken by a powerful dynamizing effect.

Towards transparency in added value

We have already commented on previous occasions that transparency is one of the key values of the new era we are living in. If we manage to ensure that information flows freely in all directions, we will ensure that everyone in the organization knows what each one really contributes. In this way, the added value is revealed. No one can hide anymore. The people whose only contribution was to retain, hide and dose information will be exposed, and they will be forced to adapt to the new circumstances. On the other hand, employees who really generate value can become real nodes of attraction and disseminator of talent. The use of social software can therefore be a key factor when applying the principle of transparency to our organization.

Working remotely

It is increasingly common for organizations to have different headquarters, and even for many of the employees to work remotely. There are several reasons for this growing trend: the constitution of multinational companies, the need for mobility to better serve customers, and the commitment to the employee choosing the space from which they work. Teleworking leads to significant savings in transport and infrastructure, has a positive impact on the quality of life of employees and allows them to have the best talent in the market regardless of their geographical location. In this new scenario, the role of social software is essential, as it allows communication channels between different teams and collaborators to be kept open on a permanent basis. Distance is no longer a problem but a solution.

Finding the talent the organization needs

Social networks are an excellent tool to make the search and selection of the talent that the organization needs more efficient. Today we can approach the most talented professionals in the world, wherever they are. In addition, we can see, practically first-hand, what their values, their trajectory and their qualities are. The Internet is an interconnected space in which every action and every experience leaves an unequivocal trace. This allows us to know what is the impact – the social footprint – that the professional has been able to generate both in the community and in the people who have collaborated with them in previous stages. The emergence of professional social networks with different levels of specialization has further cleared the way when it comes to finding the most suitable profile. And, seen from the candidate’s point of view, never before have there been so many opportunities to find the job that best suits our wants and needs.

A new way to approach customers

Contacts allow you to generate relationships with customers, and these relationships translate into sales. Hence the importance of social networks as an instrument to approach potential customers more or less directly, and to better understand their wants and needs. Twitter and Facebook are two of the most popular social networks at the moment. Twitter allows companies to initiate a direct dialogue with customers. In the case of Facebook, this approach is somewhat less direct, and occurs through groups of users who are fans of a certain product or service. Given that both networks have millions of users, if our message, or the quality of our product or service, resonates with users, the dissemination will be very fast. Social networks will become, at that precise moment, one of our most powerful marketing tools. The condition, as always, is that the company respects the user’s freedom, and only provides them with the information and services that they are willing to receive. Otherwise, that powerful diffuser effect will turn against us.

By way of summary

The intelligent use of social and collaboration networks, integration with internal processes and even the development of proprietary tools can contribute significantly to the transformation of organizations. Among the main effects that we can achieve with the use of social software are the following: – Development and knowledge of a strategic technology that can modify our business models – Improvement of the internal communication system to make information flow in all directions, not just from top to bottom – Establishment of a collaboration system that collects the contributions of all employees – Promotion of inter-relationships that will improve the commitment of employees with the organization – Effective application of the principle of transparency to the organization – Granting a real opportunity to teleworking, with the corresponding savings in infrastructures and the motivation of employees – Finding, attracting and retaining the talent that the organization needs – New ways of approaching customers, which will allow us to establish relationships with them and know their wants and needs, thus modulating our marketing actions