#SocBiz Principle #1: "Anyone can participate"
It's an exciting time to be in social business. There is now a solid and rapidly growing body of knowledge to work from, there are proof points in most industries, workers are generally ready for it, and there are typically executives that will support the effort. All to a degree, of course, but the ground is as fertile as it's ever been for organizations to realize their future.
Yet far too often, when I look at what organizations are focusing on to become a social business, I frequently see that the conversation all-too-quickly turns to selecting tools and technologies. Before the hard questions are even asked, much less properly considered, many of those responsible for realizing social business in an organization often have a favorite platform or service already in mind.
Part of the problem is that examining the software options is both easy to do and obvious. Clearly, social business is a network revolution born in the wilds of the Internet and will therefore require the "right" technology to adopt. What's worse, it's true. Yet this almost certainly puts the cart before the horse. In my experience, social business is first and foremost a transformation involving people and the organizations they work with.
Given how nascent the vendor marketplace and the standards of social business are, even today, social architectures tend to be more fluid than traditional IT. Premature attention on social tools is commonplace in many of the social business efforts I've seen.
In other words, most companies don't focus on the core principles that provide value and just hope it's baked into the platform they buy. This is a misstep that must be avoided.
Choose Your Social Business Strategy Before Your Tools | InformationWeek
The Operations of a Social Business | Collaboratory
Moving Beyond Systems of Record to Systems of Engagement | Collaboratory
Six Strategies to Optimize Your Social Business Efforts | Collaboratory
The Social Business Index | Dachis Group
Social Business By Design | Amazon Hardcover (John Wiley & Sons, 2012)