Key Takeaways from The Burton Group’s Catalyst Conference, Part 2.

At first glance, the term “social networking” seems to have no place in the work environment. After all, “social” activities are all those things that take place after the work day has ended, right? Actually, what you’ll find now is that companies are beginning to leverage the power and insight social network maps provide. Craig Roth and Chris Howard, both from the Burton Group, gave a good presentation on the current uses of social networks in organizations. If you think about it, a social network just describes the connections between people. Those connections could be shared interests or collaborative relationships. Within an organization, hierarchies such as org charts and reporting changes are built but networks happen. Networks develop based on friendship, work interests / requirements, tasks, etc. The challenge for organizations is not how to artificially build networks, but how to leverage the organic networks that naturally happen. Some organizations are mapping those social networks using data mining techniques. By doing so, organizations can identify key subject matter experts, individuals who are collaborators, information owners, etc. By having these social maps, organizations can actively improve their operations through the encouragement of positive behaviors and individuals. For organizations wanting to leverage social networking in the work place, there are a few recommendations:

• Deemphasize issues of age or “coolness” – social networks happens regardless of age and aren’t necessarily linked to present technology such as Facebook or Twitter.
• Don’t dismiss the human dimension of the organizational environment – Any organization that consists of people, is a social organization. Accept it.
• Engage early with IT departments – Develop appropriate tools to determine and build the network.
• Be mindful of issues of privacy and security – Mine only data that is valuable and be transparent with your organization about what you are doing.