Why organizations need 2 different Social Media Policies

Dion made an excellent blog post on the subject of connecting employees to social media where he elaborates the need for a comprehensive social media policy. I agree with his thoughts on this subject and firmly believe that organizations, who want to start their journey towards social enablement need to critically think on the SM policy that they need to create. Starting the SM journey without a sound SM policy is like driving on a road with no defined destination.

While most SM efforts are targeted towards the enterprise engaging in & leveraging external social channels, I firmly believe that organizations need to be socially enabled internally and then only they can be truly socially engaged externally. Going forward, it just can’t be let to a select group of people (in marketing, sales, customer service) to be socially enabled externally without they tapping into the internal social enabled enterprise.

Towards this, I think that the dynamics, context & implementation nuances within the enterprise are different from the external landscape and hence there is a need for a differentiated internal & external SM policy. This doesn’t mean that they differ at the concept level but just the implementations, rules of engagement could differ and clearly articulating it though separate SM policies would reduce confusion & give greater clarity.

For example, the external policy could have rules of engagement in external channels, do’s & don’ts, workflows, roles & authorizations, NDA’s etc aspects covered; while the internal policy could focus on tying internal social initiatives with work, collaboration, KRA’s, objectives, culture, rewards, acceptable norms of engagement, IP etc.

What do you think? do you also think there is a need for separate internal/external SM policies or just one will do? What’s been your experience?

Social Customer Care – 101 | Cookie Cutter Responses vs Engagement, Dialogue & Conversations

A vital component of owning a product or consuming s service is Customer Service. In-fact, how good/bad customer service is, has a major influence during the buying decision of a product/service.

As part of using customer service, most of us would have had an experience interacting with a human being — either over phone or through emails/systems. Many a times I have wondered if it is actually a human being at the other end of the phone line/email or some programmable robot spewing out canned responses.

Just have a look at numerous customer review websites like mouthshut.com, consumercomplaints.in, community portals, twitter etc and you will get the drift.

A recent post Efficiency vs Effectiveness had highlighted this aspect of customer service and how organizations in today’s social eco-system need to take an effectiveness based approach. Social Monitoring & Analysis tools, like Radian6  Visible Technologies etc can get you a sense of what your customers, in social channels, are talking about your products & customer service. Now, while technology can get you all this information, the key challenge is how organizations respond & engage with customers.

Organizations have 2 choices:

Cookie Cutter Approaches  == Efficiency, Repeatability, Consistency, Productivity, Scalability, Mass rollout, Can be outsourced, Traditional measures, Easy trainability etc.

Engagement, Dialogue & Conversations == Each transaction is new, Customer of one, Extreme Personalization, Empathy, Human Centric. New age organizations are realizing this and are in the process of creating roles like “Community Managers” to interact with consumers in the social channels.

Let’s understand the differences in the above 2 approaches through these sample responses

“Thanks for sharing your problem. I’ve looked into it and have taken the dealer to task. The problem lies with your head gasket. Please take the car to the dealer and we’ll sort it out ASAP. “
OR
“Greetings from XYZ Company. Our cars are the most reliable and this is proven by 5,00,000 customer cars on the road today. We cannot be held responsible for the way you have used your car”

“Looks like your low battery is due to bad sensor, or a loose connection. Please bring it to the service station and we will glad to diagnose & help”
OR
“The ABC battery has been officially certified for 35 hours backup by CERCI”

“Yes, we realize that our dealers from the northern part of country need a severe ramp-up and are in the process of doing so. Existing dealers are being taken to task, and newer customer-focused dealers are being shortlisted”
OR
“DEFG India prides itself on the No.1 position in customer satisfaction survey. Our dealerships provide industry-leading after-sales service“

Which one do you think is more human, engaging & conversation centric? Which one would you prefer? Do you have some views & experience to share on customer service?

Your Social Networth | Why you need diversity in your network(s)

Your Social NetworksNOTE: While this post is applicable to all professionals, I am writing this specially for the young folks starting their first job — straight out of campus 

As a campus mind, these are probable the best days of your life. You have just landed your first job, through campus, and you would naturally be on cloud nine (everything needs to be cloud enabled these days you see :-) ), You would be looking forward to the start of your career and the many firsts that would accompany it – the first salary check (the most important thing, and I am sure you would have already thought on how to spend it also :-) ), your first office space/desk with a phone, your first visiting card, your first project, your first PM and so on…..  This is a great moment in your life and you should enjoy each & every moment of it.

Social networking is one area that you folks are experts at. For you all it is like second nature; having grown with online social networks around you. So, I will write about the various ‘real networks’ that you would be having & the need for diversity in your various networks.

Your Work Place Circle: This will consist of people in your circle at the workplace. Chances are that you would be joining MindTree with your batch-mates/friends from college and you would naturally move around in a group with them – have lunch with them, stay with them at a PG/rented house, go out with them, etc. These are people with whom you have spent 4+ years of your life in college and naturally the trust, the bonding, the relationship you have with them will run very deep. The fact that they are also part of the same organization as you are is like icing on the cake as it allows you to carry on the friendship at work also.

Your Social Circle: Chances are that many of your friends from college/batch-mates would have joined some other equally good IT company in your city and that would form your larger social circle in the near future. You would be either staying with them or meeting them on weekends late evenings. You would talk about your work with them, exchange notes on which company is good, which is paying what salary, how the food at the canteen sucks and what is happening at work etc etc. This social circle will be your source of stories on what is happening at which company and you will form perceptions about various organizations without having any first hand info about them.

Your Mentor/Professional Circle: Chances are that you (through your social/work circle) would be connected to your seniors from college – people who were 1-2 year senior to you — and that will form the majority of your mentor/professional circle. Here you will hear stories of how some senior of yours is getting XXX lakhs, or going to onsite, or got promoted to a PM role in just XXX years, or an XYZ domain/area being the future of things would be doing the rounds. Over time, you WILL make your career decisions based on the inputs from this mentor/professional circle.

Now, if you analyze the above circles, you will realize that almost all consist of people who have similar experience as your, are from same background, do the same things as you – basically think the same as you. So, where is the diversity in your network? I am pretty sure that almost everybody in such a network thinks the same, which basically means that there is very little diverse thinking at all and it is just like a ‘herd of sheep’s going somewhere’ — one blindly following the other.

So, why do we need diversity in our networks?

Just think of it, Facebook (or your next favorite social network) is meant to connect you with people who you already know. Not with people who you would like to know. Nothing wrong with it as this familiarity provides comfort & provides a support system. BUT, familiarity or uni-dimensionality of your network doesn’t necessarily work well for getting fresh & new points of view. New & fresh insights can also be found outside your immediate & familiar networks. So, how do you ensure you don’t miss out on those insights? How do you ensure that your network is challenging your thoughts/ideas/assumptions and not just reinforcing them — if all you do is talk to the same people all the time?

Now, not for a moment I am suggesting that we don’t have our facebook friends, our social/professional circles. As humans we are hardwired to like familiarity. We like confirmation that whatever it is that we’re doing is right. However, you should also hang out (at least for a little bit) with people who are not like you. You should break that pattern of familiarity before it becomes an echo chamber of just similar & one-dimensional thoughts. This diversity will be like oxygen to your thinking and help you immensely over time.

So, how do you bring diversity in your networks?

Work Circle: Don’t limit your friend circle at workplace to the people you already know. Try to make new friends from your campus batch – people who are NOT from your college or the place that you come from. You need to expand your workplace circle to include new people into it so that your work circle is diverse and not just one-dimensional – of people you already know. You could team up with these new people and start your pet side-projects. Join the various clubs in your organization and play an active role in them. I am sure every organization would have several clubs that you can join and expand your social circle

Social/Professional Circle: To expand your social circle & mentor/professional circle, try attending the various technology/geeky events that happen in almost every city these days. BarCamps are a perfect place to meet new, young, dynamic, enthusiastic people of diverse backgrounds and experience. It is the perfect place for you to build your “real network” (and not just your online network) and know people who you would not have met otherwise. BarCamps are a melting pot of ideas, energy, enthusiasm & a fun place to be. (I have read about people who have met at barcamps for the first time, became friends and later got married too :-)) Over time, you can reach out to this network of yours for professional advice & bounce of ideas. Apart from barcamps, you can also get involved with other geeky events that happen at IIM-B, startup circles, TiE, technology events/tracks etc . If you are socially inclined, and based out of Bangalore, then you can get involved with Janagraaha — they need good technical folks like you for various volunteering activities.

Another way to expand your social circle & bring diversity in your network is to have a passion outside of your work. Now, don’t worry if you don’t have one already. You can find one if you want to. There are tons of options from guitar classes, to salsa dancing to Shiamak Davar bollywood dance academy to food clubs, from railway travel groups to automobile freaks to weekend trekking to cycling to photography to theatre to Janagrahaa to some other equally exciting thing. You will be amazed at the number of options you have these days to get involved in various things. Amongst these, hopefully, you will find or discover your passion also. In these groups, you will meet people from all age groups, diverse backgrounds, education, professions and such network will help you give different perspectives towards various things which you could miss if your entire network is just from the IT industry & the people you already know.

So, don’t remain a ‘frog in the well’ jump out of it. Get out of your comfort zone and make your network count..!!!

What would you prefer: People or Content?

The People part (~tacit part): This requires that we know what other people know and who other people know. (Challenge in a global/distributed organization is, how do we keep track of this?)

The Content part (~explicit part): This requires content management systems, search, navigation/taxonomy, metadata etc.
We can also assume content as a surrogate for people – as it represents the knowledge of the people submitting it.

Now imagine the following scenarios:

  • You are creating a proposal and need inputs on a critical area of the proposal? What would you prefer? Just a piece of content that you can plugin to send the proposal or access to the person behind that piece of content? What about, if you got access to 4 more people who had different/additional viewpoints around that content?
  • You are writing a piece of code and get stuck with a difficult to solve problem. What do you prefer? an exact solution (content) that answers your query or access to people who have faced similar problems in past and also access to people who helped resolve such problems?
  • You are configuring a piece of software and for some reason it doesn’t work on your machine. What do you prefer? Access to people or a ‘how to’ document?
  • You are starting a new project and you need to find out if we have worked on a particular tool/technology before. What would you prefer?

What’s your viewpoint and thoughts on this subject?Any more scenarios, similar to the above mentioned ones, that you can share?

Where’s the KM Function in Apple Google & IDEO

Earlier this month the North American MAKE  (Most Admired Knowledge Enterprise ) award winners were announced and the list is as below:

  • Apple
  • APQC
  • ConocoPhillips
  • Fluor
  • Google
  • Hewlett-Packard
  • IBM
  • IDEO
  • Microsoft
  • MITRE

Some of the parameters on which MAKE awards are given are:

  • Creating a knowledge-driven enterprise culture
  • Developing knowledge leaders and workers
  • Innovation (R&D, creativity and new product/solution/service design and delivery)
  • Maximizing enterprise intellectual capital
  • Enterprise-wide collaboration and knowledge sharing
  • Creating a learning organization

The question I have is:

How many of the above organizations have a dedicated KM Function responsible for implementing KM within these organizations and full time CKO’s leading the KM Function? To the best of my knowledge, Apple, Google, IDEO do not have any KM function and yet they are considered.

Some time back I had written this post about “Does KM needs a Dedicated KM Function to be successful” where I had raised some questions about organizations like Apple, Google and others being truly representative of today’s knowledge led enterprises in every sense and do not need a KM function to practice KM. It’s just a way of being for them…

So, do we really need a dedicated KM function for achieving the above? Well, Apple, Google, IDEO and others don’t think so…

Surely, somewhere something is just not right in the KM world…

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