The analysts at Gartner integrate this life cycle into their model of “Hype Cycle”. It shows the movement of emerging technologies from a “technology trigger” to a “peak of bloated expectations”, followed by a drop into the “bottom of disillusionment” when it turns out that the benefits were exaggerated or not so easy to achieve Code>
The myth: Every company will benefit from a company-wide social network.
This is precisely what is currently happening with companies investing in the social business sector. But the crossing of "the bottom" belongs to the growing-up of new technologies.
Reality: The way to get there can be long and stony.
The hype cycle is followed by the "path of enlightenment" and the "culmination of creativity", where the technology begins to provide real entrepreneurial value. In order to achieve this promised "land of productivity", we must overcome the initial exaggerated hype and the inevitable counterreactions.
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The best way to quickly reach the "path of enlightenment" is the exile of hype and disillusionment. This is why, therefore, we present four myths about social business and the corresponding reality.
The myth: company-wide social networks will replace business emails.
Social networks from employees tend to be the most successful in knowledge-oriented companies with a geographically dispersed workforce that strive for greater openness and transparency in their daily work. It is certainly also possible to exploit the benefits of a social network in companies that have only one or two of these characteristics, but it is much more difficult.
If the entire workforce is in the same building, the employees are likely to interact with each other instead of interacting online. If a company does not need an existing, open and transparent work culture to be successful, so the goal is to promote secrets and reduce the flow of information, it will almost always fail.
For many social business advocates emails are "the powerful evil that needs to be destroyed," so it is understandable that the skeptics ironically point out that most social networks generate a large number of email notifications. But this is the issue.
The goal is to move large group discussions (for which the medium of e-mail is very badly suited) and everything that forms the collective knowledge of the company - out of the mailbox of the individual and into the social networks where the rest Of the workforce can easily access this information.
The e-mail is then used more as a notification mechanism and less as a knowledge sink - and the actual number of e-mails sent or received is irrelevant.
The label "Facebook for Business" was both too simple and dangerous. It immediately conjures up images of sending amusing cat photos and smart sayings to employees - enough to make every executive's mind the "social" workplace. The nature of the interactions on Facebook and Twitter is more crucial and dispensable than the interaction between employees.
If you miss the latest cat photo or a stimulating banner on Facebook, you will probably survive it, but miss an important instruction from your boss on an appointment is much more dramatic. The entire way in which relationships between the members of a social company network are built up and how the content is accessible can be developed differently.
A few years ago, many social business advocates recommended the "viral" introduction of social business tools - a small group of avant-garde members would begin and the whole thing would expand into a much more extensive network membership that would be magically more productive. Indeed, success has been achieved through this model, but these are rare and sown.
Most networks starting from this "building" model run after the initial excitement in the sand or end up as a "Facebook for business". It is only rarely that the promised productivity benefits are truly achieved for the "real" work on insular initiatives, and it is far better to start with a clear and management-approved strategy for the application of social technologies to corporate objectives Code>
Reality: Partially true! But maybe not in the way you expected it.
The Myth: Social Business is Facebook for business (or: Twitter for business).
Reality: No, it is not and should not be.
The myth: It's viral.
Reality: Maybe, but not long.
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