Social Communication in the Enterprise

These days all the cool kids are tweeting, twittering and telecasting their every thought and activity using services like Twitter and Facebook. While i’m usually willing to give new technologies a try, i’ve been hesitant to take the plunge into Twitter. It’s not like i need additional sources of distraction: i’m perfectly capable of losing my focus all by myself.

In some respects, Twitter seems like another replay of several earlier IT pyramid schemes: first bulletin boards, then websites, then blogs. The earlier adopters get the lion’s share of attention, and the people who follow them get the initial benefit of more information and (maybe) more access. But as the pyramid grows over time, the volume of communication becomes unmanageable. Then we evolve new schemes for managing the flood: bookmarks, feeds and feed readers, tags spaces (hash tags for Twitter), and other meta-schemes. At some point we ought to stop and ask whether the new communications services and the additional complexity and overhead they impose provide enough benefit to justify their cost.

I’m humble enough to acknowledge that many smart and productive people say they get a lot of benefit from Twitter, so maybe i really am missing something by remaining doggedly tweet-free. But the latest issue of eWeek (you may need to download their reader to access it) has a nice review of several enterprise-oriented social communication services (SocialCast, Socialtext, and Huddle) that’s making me rethink my position. These have several distinct differences from Twitter and Facebook that make them more interesting to me:

  • Narrower scope of communication: While broad services like Facebook and Twitter provide access to a universe of information, that can become overwhelming, particularly when the universe is talking back at you. Limiting the conversation to what’s happening in our company has a lot of appeal.
  • Better business information: getting the right mix between quantity and focus about what’s going on in your company has always been a difficult challenge in my business career. The people who have the most to say are also very busy, and of course they already know what they know: so there’s asymmetry, with a cost to them in producing information while most of the near-term benefits accrue to their listeners.At the same time, there’s no easy way to predict what information might be useful to whom, so generating lots of it makes sense provided there are effective ways to filter it.
  • Distributed leadership: personnel at all levels have useful things to offer your company, if you can just break them out of the stovepipes of departmental structure and management hierarchy.

Here’s how i might see this playing out at Logos. Our business structure is largely typical for a software company of our size: there’s a sales and marketing division with some people who travel a lot and who (along with inside sales) provide a lot of our revenue, a customer service group that deals with users and their problems, the programmers who make the application work, a smaller group (where i work) that’s developing new features and data sets, a variety of support and infrastructure people who keep IT, finance, etc. running smoothly, and of course a management team that’s steering the corporate ship. All of these groups have front-line access to information that might help the rest of us do a better, given the right kinds of access.

One of the challenges is to keep the information we all broadcast a little more targeted. While some amount of personal interest makes all the hours we spend at work more fun, too much information about somebody’s disappointment that their favorite team lost, or how much they hate paperwork, the lousy sandwich they had for lunch, etc. would start to make this just like Facebook (and i don’t think having employees reading Facebook during work time is a good strategy for productivity). But i’d love to hear:

  • from front-line sales people: a conference sales pitch that really hit home with people; the reason somebody just gave for purchasing our software (or not purchasing it); a complaint from a loyal customer
  • from customer support: the common problems that get raised over and over, and that would make make for a much happier user experience if we fixed them upstream
  • from support staff: the challenges that we can all help with
  • from programmers and from R&D: exciting new discoveries, tips and tricks
  • from management: new things we’re learning and thinking, big picture business issues, where we see our business heading

Many of these things get communicated now, just more formally, and therefore less frequently, and to a more selective audience within the enterprise. Moving toward Twitter-style microcontent, just a little more focussed, might provide the right mix to get me tweeting.

My Facebook Policy

My blog and Facebook lives are mostly separate, except when a friend happens to intersect with both. But like a phone that won’t stop ringing, Facebook seems to keep demanding my attention, especially for things that i wouldn’t choose myself.

So i recently got all cranky and posted a policy on my Facebook profile: not that i expect it will help all that much, but it made me feel better (temporarily).


Yeah, maybe it’s a little harsh to have a “policy” about something like Facebook that’s supposed to help you stay in touch with your friends. But there are only so many hours of battery life in a day, and i want to keep the Main Thing the main thing. So:

  • I’m happy to make you a friend if i actually know you. Otherwise, probably not. If you want to be part of my professional network, try me on LinkedIn instead.
  • I don’t really want to take a survey/see how compatible i am with you/join your cause/pet your virtual dog/water your Pretty Little Plant/participate in whatever other virus-like Facebook application you want to share with me. I’m not part of Facebook’s marketing staff: i just want to (sometimes) keep in touch with people i know.
  • If you really want to have a conversation with me about something substantial, send me an email: you shouldn’t have much trouble finding it out there (the spammers don’t!). Or send me a Facebook message and we can take it outside. I really do sometimes talk to people, even people i don’t know, when i think i can help. But i don’t find Facebook a very effective way to do that, and i want to own my communications myself, rather than donating them to Facebook.

Sorry to be such a curmudgeon: i’m just not that into Facebook, and i don’t want my actual friends to feel offended when it’s mostly Facebook, and all the noise and distraction it generates, that i don’t much care for.