We just published an article (in German) in the Community of Knowledge called ‚Einführung von sozialen Technologien im Unternehmen – Erfolgsfaktor Mensch‚. It looks at a variety of barriers to introducing social tools in the enterprise and presents strategies on how to overcome them. In particular, it focuses on how human behaviour can be influenced to overcome the stated barriers.
Today, there is hardly a company that has not already experimented with social technologies. The high expectations, however, have only been met in very few cases. Will this new software category suffer the same fate as the first generation of knowledge management tools? Disillusionment is spreading, but also the realization that the introduction of social technologies is not a typical IT project and that this is not a sprint but a long process.
To be successful and economically viable social technologies require nothing less than a new form of organization – the networked enterprise. Depending on the size of the company the cultural and organizational change, however, tend to be extremely difficult, costly and above all very tedious. On the other hand, large companies can benefit most from using social technologies because of network effects.
For managers of initiatives tasked with the introduction of social technologies, this results in a dilemma. The success of their initiative depends not only on technology, but depend even more on employees and organizational factors. See diagram below:
Diagram: Corporate struture and culture can only be influenced indirectly, yet are very important for the introduction of social technologies
© Picture Credit: Christoph Schmaltz